Ireland’s Black Friday shopping predictions

Irish bargain hunters are eagerly anticipating Black Friday on 29 November this year. Retailers are enticing shoppers with special offers and discounts that extend until Cyber Monday. Although originating in the USA, Black Friday is now firmly established in Ireland, with consumers making specific preparations.

In October 2024, we surveyed 2,000 Irish consumers to understand shopping trends during Black Friday and Cyber Monday. The survey focused on spending habits, the balance between online and in-store shopping, and the prevalence of sustainable shopping practices.

Key takeaways

Irish consumers are highly interested in Black Friday and Cyber Monday sales, with 64% of Irish consumers either likely or extremely likely to purchase at least one item over the weekend. While online shopping dominates, the importance of an omnichannel approach remains, as a significant number still prefer in-store shopping.

Consumers’ main frustrations include crowded stores (22%) and poor stock management (22%). Website crashes are also a source of frustration. Retailers must address these issues to meet high expectations for a seamless shopping experience.

83% of Irish Black Friday shoppers buy Christmas gifts during this period, presenting a prime opportunity for retailers to target these high-spending consumers. Additionally, sustainability is a key concern, with shoppers avoiding impulse purchases and favouring sustainable brands and products.

Key actions businesses can take today

1. Retail operations: shoppers expect high levels of customer service during Black Friday weekend. From product availability to in-store operations and deal value, Irish consumers have high expectations of both store-based and online retailers.

2. Omni-channel retailing: ensure a fully integrated, seamless shopping experience. Consumers expect a connected journey where in-store and online experiences complement each other.

3. Gifting for self or others: with 78% of shoppers buying items for themselves and 72% for families, retailers must simplify this process. Curated product ranges, effective promotional strategies and operational efficiency are key to success.

4. Sustainable shopping: sustainability is a priority for consumers. Retailers should highlight products with sustainable credentials to support informed decision-making during Black Friday shopping.

We are here to help

Our 2024 Black Friday survey provides insights into the evolving expectations and demands of Irish consumers. Companies face a broad range of issues that require careful alignment of current decisions with long-term strategies. We can assist — our experienced team of industry and subject matter experts is ready to discuss your concerns. Contact us today to learn how we can help you maximise your Black Friday strategy.