Black Friday: Which European countries spend the most and on what?

As the Black Friday frenzy peaks, millions of people in Europe’s five biggest economies hunt for deals.

Around 61% of consumers in Spain, the UK, Italy, France, and Germany are expected to participate in Black Friday over the next ten days, according to a NielsenIQ study analysed by Barcelona’s OBS Business School.

With an average budget of €251, Germans are the biggest spenders during this period, followed by the Austrians, with €219 and the French with €206.

Most sold items on Black Friday and Cyber Monday

The majority of Black Friday shoppers (66%) target computers and electronics, while clothing accounts for 54% of sales.

Fashion items are particularly popular in six out of the nine countries surveyed — Germany, the UK, the Netherlands, Belgium, Austria, and Ireland.

In contrast, only 16% of shoppers are looking to purchase food and beverages during the Black Friday sales.

This year, Adobe predicts the biggest discounts worldwide will be on electronics (30%), toys (27%), clothing (23%), and furniture (19%).

An analysis of 200,000 products of last year’s Black Friday by Remazing found the initiative boosted sales by 175% compared to an average day, while Cyber Monday saw a 58% increase.