According to the BlackFriday.pt study on the purchasing behaviour of Portuguese consumers, despite the increased budget, the study shows a decrease in purchase intentions in almost all categories, particularly in fashion (from 58% to 54%) and household appliances (from 37% to 33%), which are traditionally the most sought-after segments, indicating a more cautious approach. The only category showing growth is toys (from 12% to 14%), suggesting an anticipation of Christmas shopping.

The study also indicates a slight decrease (of 4%) in positive attitudes towards Black Friday, accompanied by an increase in negative opinions (+4%), mainly due to the perception of "false promotions". However, the event continues to be viewed largely favourably by the majority of Portuguese consumers.

“Portuguese consumers are more informed and demanding today. The perception of unrealistic promotions has led to more discerning choices, which is reflected in increased average spending, but also in a reduction in impulse purchases,” says Jérôme Amoudruz, CEO of BlackFriday.pt and reported by ECO.

The vast majority (98%) of purchases are made in Portugal, but 36% of Portuguese consumers are open to buying abroad. Regarding communication and purchasing channels, email reinforces its role as the main source of information (62.7%), while e-commerce websites decline to 17.2% and WhatsApp remains stable at 19.1%.