Turkish Shoppers Lead Europe in Spending Plans for Black Friday 2025
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A new cross-country survey titled “Black Friday Dossier 2025” has unveiled how consumer behavior differs across Europe ahead of this year’s major discount season. Conducted among 10,000 individuals aged 18 to 65 in France, Germany, Italy, Ireland, and Turkey, the study offers a fascinating snapshot of how spending intentions vary — and shows that Turkish consumers once again top the charts.
According to the study, which included 2,000 participants from Turkey, shoppers in Turkey are preparing to spend an average of €320 during the November sales — a figure that exceeds the European average of €240. This positions Turkey as the most spend-happy nation among the five countries surveyed.
High Budgets, But Limited Real Discounts
However, the research also highlights a crucial paradox: despite their high spending power, Turkish consumers perceive that discount periods in Turkey are not as advantageous as those in other European markets. Many respondents expressed frustration that even so-called discounted products remain expensive, with “not finding real deals” cited as the leading cause of dissatisfaction.
Analysts suggest that inflation and fluctuating currency exchange rates play a major role in this perception gap. While retailers in Europe can offer significant markdowns due to stable costs and long-term inventory strategies, Turkish retailers face higher supply chain costs, which limit their ability to provide equally deep discounts.
The report emphasizes that this sense of “discount distrust” is increasingly shaping Turkish consumer habits. Shoppers are becoming more analytical and cautious, cross-checking prices across platforms before making a purchase.
87% of Turkish Consumers Plan to Shop This November
Despite these challenges, enthusiasm for the upcoming Black Friday season remains strong. Eighty-seven percent of Turkish respondents said they intend to make purchases during the November discount period. Payment flexibility has emerged as a decisive factor, with options like installment plans and “buy now, pay later” (BNPL) services driving spending intentions upward.
This trend mirrors global patterns where convenience and financial flexibility are key motivators. For many Turkish consumers, installment-based purchasing has become not just a preference but a necessity amid ongoing economic uncertainty.
Stock Issues and Price Insecurity Frustrate Shoppers
Beyond pricing, the research also found that stock shortages and pricing inconsistencies are among the top frustrations affecting Turkish consumers. Many shoppers reported missing out on desired items due to limited availability or sudden price increases at checkout.
Experts note that this issue underscores the growing need for trust and transparency in online retail. “Consistency is everything,” one market analyst commented. “Turkish consumers are willing to spend more than their European peers, but they also expect honesty and reliability in return.”
Loyalty to Familiar Brands Runs Deep
One of the most striking findings of the Efsane Cuma Dossier 2025 is Turkey’s strong record in brand loyalty. Over 53% of Turkish participants said they plan to buy from the same brands they shopped with last year, compared to lower averages across Europe.
This tendency reflects both habitual trust and a preference for reliability in a market often challenged by economic volatility. Experts believe that consistent quality and recognizable brand reputation now matter more than deep discounts for many Turkish consumers.
A Season of Spending — and Reflection
Ultimately, the survey paints a complex picture: Turkish shoppers are ready to spend big, but they also demand authenticity from brands and retailers. The allure of “Black Friday” remains strong, yet consumers are entering the season with a sharper eye, prioritizing value, trust, and convenience over impulsive deals.
As one marketing specialist summarized, “It’s no longer about chasing the biggest discount — it’s about finding brands that keep their promises.”