Although Black Friday is usually a highly anticipated moment for consumers looking for discounted shopping, economic instability and the decline in purchasing power are making many people more cautious this year. Thus, 22 percent say they will not buy anything on Black Friday 2025, and only 15 percent of Romanians plan to spend more compared to last year, according to a national survey conducted in October by tbi bank on a sample of 1,011 respondents.
On the other hand, 41 percent are cutting their budgets, many by more than half, while almost 44 percent are trying to keep spending at the same level as last year, hoping to take advantage of discounts on products they need.
Overall, 4 in 10 respondents plan to spend up to 700 lei, while another 2 in 10 expect to allocate up to 1,500 lei for products they’re waiting to buy at Black Friday discounts. Only 11 percent believe they will spend more than 2,000 lei. More than 56 percent of respondents will use money from their personal savings for Black Friday shopping, another 26 percent will rely solely on their October salary, and 12 percent plan to use a financing solution to cover the costs.
“Consumers’ behavior this year reflects a clear shift in attitude away from impulsive spending and toward greater financial responsibility. We see that Romanians are adjusting their budgets according to the economic and social context, choosing to buy only what they truly need and relying mainly on savings rather than credit. This tendency toward planning and self-control indicates a growing financial maturity under the pressure of an unpredictable environment, even though Black Friday remains an important moment for retail. Instead of the past shopping frenzy, we now observe a more thoughtful analysis of offers and a preference for sustainable purchases. For us, as a financial institution, this behavior is a positive sign: it shows that financial education is starting to pay off, and that purchasing decisions are becoming part of responsible money management, rather than impulsive reactions driven solely by the allure of discounts”, says Teodora Șaguna, Head of In App Shopping, tbi.
Paying in four interest-free installments is the most attractive option for 47 percent of those who would like to buy something but don’t have the full amount, while 37 percent say they will only make purchases if they have the entire sum available. More than 44 percent of respondents are primarily interested in home appliances, over 40 percent will also look for electronics discounts, and 29.4 percent have their eyes on IT products. Nearly 72 percent say they intend to buy items they personally need or for their household, while 32.3 percent also plan to purchase Christmas gifts.
Over 53 percent believe that this year’s discounts will be smaller than last year’s, especially in the context of the VAT increase, while 32.2 percent think they will remain the same. When it comes to how products are selected, nearly 41 percent say they look for the lowest price on the items they need, 30 percent buy only if the price meets their expectations, and 22.2 percent make a purchase only if the discount is substantial.
The tbi bank survey analyzed how Romanians plan to make their Black Friday and Christmas purchases and was conducted in October 2025, nationwide, via the iVox platform, on a total sample of 1,011 internet users in Romania. More than 53 percent of participants are male, and over 30 percent of respondents work in the public sector.
