Holiday Shopping in Europe

Black Friday and Beyond

Table of Contents

While there are signs that the Black Friday frenzy may be beginning to subside in the US, interest in the shopping holiday is growing across most of Europe. In many markets, the deal-driven event has become the unofficial start of the Christmas shopping season.

  • The holiday shopping period in Europe is beginning earlier each year. According to Deloitte, 30% of internet users in the region planned to make Christmas-related purchases in November or earlier. Still, the majority of Christmas spending was expected to take place in early December.
  • Consumers in the UK and the Nordic countries are some of the most avid Black Friday buyers. Meanwhile, adoption is rising rapidly in France, as people become accustomed to the idea of shopping for discounts outside of the legally designated summer and winter sales periods.
  • Even though Thanksgiving is not a public holiday in Europe, many consumers still head to brick-and-mortar stores on Black Friday to shop. Physical store sales on Black Friday 2017 were expected to be at least four times higher than ecommerce sales in every market measured by RetailMeNot and the Centre for Retail Research, except the UK.

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Jasmine Enberg


Matteo Ceurvels
Senior Researcher
Jennifer Jhun
Research Director
Angela Kim
Senior Researcher
Dustin Sodano

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