Black Friday 2026 finds Romanian consumers more cautious about spending, amid rising prices and growing pressure on household budgets. Nearly 63% of Romanians plan to spend less on Black Friday purchases than last year, with 34% intending to cut their budgets by at least half, according to a survey commissioned by tbi bank. At the same time, almost 70% of respondents plan to spend no more than 1,000 lei, while only 6% intend to spend over 3,000 lei.

Nearly 45% of respondents would buy a product they want if they could pay for it in 4 interest-free instalments, while 10% would consider paying in instalments if the discount exceeded the interest costs. At the same time, almost 32% say they would not opt for instalment payments even under these conditions.

Rising prices continue to have a significant impact on Romanians’ purchasing decisions, including during promotional and discount periods. Nearly two-thirds of respondents (66%) say that price increases have a significant or considerable impact on their shopping plans for Black Friday and Christmas, while 22% report only a limited impact. Just 6% say that rising prices have no impact at all on their shopping plans for the end of the year.

“Black Friday is increasingly becoming an exercise in careful budgeting, where every leu spent needs to be worth it. Romanians are entering the shopping season with shorter lists and higher expectations of retailers. They are paying closer attention to prices, comparing offers and becoming harder to persuade to buy things they do not need. In this context, we believe retailers offering genuine discounts and flexible payment options that suit consumers’ increasingly carefully managed budgets will be the ones to benefit”, said Teodora Șaguna, Head of Shopping Mall Tribe, tbi bank.

For Black Friday 2026, tbi bank expects a 35% increase in the number of orders compared with last year’s event, driven by interest in online shopping and flexible payment options. At the same time, the bank is expanding the range of products available through its shopping app, introducing new categories, including premium perfumes and gift cards, which can be purchased in instalments.

The pressure on household budgets is also reflected in how Romanians assess their financial situation compared with last year. Nearly half of respondents (47%) say their household’s financial situation has worsened, while 39% believe their financial situation has remained broadly unchanged and only 14% say they are better off than at the same time in 2025.

Flexible payment options are becoming increasingly important in purchasing decisions

The value of a purchase influences Romanians’ decisions to pay in instalments, although preferences vary considerably depending on their budgets. Nearly 25% of respondents start considering instalment payments for purchases exceeding 5,000 lei, while 21% indicate a threshold of 1,000–2,000 lei. At the same time, almost 16% consider this option even for purchases under 500 lei.

Caution is emerging as one of the key trends of Black Friday 2026, with Romanians becoming increasingly selective about their purchases and more mindful of their budgets. Around 44% of respondents say they will buy only the products they need, hoping to find them at lower prices, while nearly 13% plan their budget and shopping list in advance, and another 9% are waiting for Black Friday to make purchases they have previously postponed.

Most Romanians plan to pay for their Black Friday purchases using their current income or savings, with fewer intending to rely on credit. Nearly 43% of respondents say they will use their salary or other regular income, while 38% plan to draw on their personal savings. Meanwhile, more than 11% intend to use a credit card or personal loan to finance purchases during the sales period.

Romanians are paying closer attention to the actual value of discounts and planning their Black Friday purchases more carefully. One in three respondents (33%) say they will only make a purchase if the discount is substantial enough to make it worthwhile, while 28% are already tracking prices for the products they want. At the same time, nearly 13% are postponing purchases of essential items to take advantage of Black Friday offers.

Shoppers are also fairly cautious about the discounts they expect on Black Friday 2026. More than half (52%) believe that offers will be broadly in line with last year’s, while nearly 38% expect smaller discounts. Only 10% are optimistic, believing that this year’s promotions will offer better deals than those available in 2025.

When it comes to the products shoppers plan to buy on Black Friday, small household appliances (15.5%) and clothing and footwear (15%) top their shopping lists. Smartphones, tablets and laptops are also among the most popular categories (13.5%), followed by televisions and other electronic products (8.7%).