The overwhelming majority of Greek consumers will turn to online shopping this Black Friday, according to a new survey.

Klarna, in cooperation with market research company Appinio, conducted a study on the purchasing trends of Greek consumers ahead of Black Friday. The survey took place in November 2025 on a sample of 1,000 consumers aged 18–77. According to the findings, 87.9% of respondents stated that they will make purchases during the Black Friday period, mainly focusing on fashion and technology products.

Specifically, 37.7% said they plan to buy clothing this year, while 35.3% intend to invest in technology products. This comes as no surprise, as fashion and technology also ranked first last year, although technology had the highest percentage in 2024 (38.2%). A significant portion of respondents will use Black Friday offers and discounts to buy Christmas gifts (22.7%), while 20.3% will purchase household items. Meanwhile, 25.5% plan to shop but have not yet decided what they will buy (the survey was completed one week before Black Friday).

Nearly 60% will search for and purchase products online

The trend towards e-commerce and online shopping is also confirmed during Black Friday. Nearly 6 in 10 consumers said they will search for and purchase products online (58%), making this the most popular option across all age groups. Only 16.8% will search for and buy products in physical stores.

Regarding spending, 31.1% plan to spend €101–250, 26.3% €51–100, and just 19% will spend €251–500. Notably, 41.2% said they will check prices before Black Friday discounts to ensure they truly benefit from the offers, while 34.3% will only buy what they can afford, showing that Greek consumers remain highly cautious with their budgets during this discount period. Additionally, 25.3% continue to question the authenticity of Black Friday discounts, though this figure shows a slight decline compared to last year (32%), indicating that consumers remain careful but somewhat less skeptical.

Finally, consumers will choose to pay mainly by debit card (54.9%), followed by credit card (19.9%) and cash (18.9%). The momentum of flexible, interest-free payment options (including Buy Now, Pay Later) is on the rise, as the percentage of consumers choosing flexible payment methods increased by 28.89% compared to last year. This ongoing shift reflects the growing preference for Klarna’s flexible, interest-free solutions, which allow consumers to safely pay in 3 interest-free instalments, within 30 days, or settle the full amount upfront.