€422M spend but Black Friday not plain sale-ing

A NATIONWIDE survey shows that adults in Ireland plan to spend €422million on Black Friday and Cyber Monday deals this year.

- BY DANNY DE VAAL

Despite a slight increase in the number of people planning to shop, Irish consumers are set to rein in their spending, with total planned expenditure dropping by €36m compared to last year.

A new nationwide survey from iReach insights reveals that while 64% of adults (up 2% from 2024) intend to make purchases both in-store and online, the average planned spend per person has fallen from €190 in 2024 to €170 in 2025.

The findings, based on 1,000 nationally representative responses gathered in October, suggest that persistent cost-of-living pressures and growing scepticism about the value of Black Friday sales are influencing consumer behaviour.

Oisin Byrne, iReach Research Director, commented on the survey results: "While there is a small increase of 2% in the number of people that plan to spend this year, the average planned spend per shopper is down from €190 in 2024 to €170 in 2025, likely driven by cost of living pressures in Ireland as well as a weakening expectation of actual deals."

The survey delved into the motivations behind Black Friday shopping, highlighting a strategic approach from consumers, particularly among the younger demographics.

Some 49% of adults plan to make a purchase this weekend simply to enjoy a bargain.

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