More than half (53.1%) of all respondents start planning their Black Friday shopping at least a week in advance, according to a new survey conducted by Klarna, the everyday financial services network, in partnership with Appinio. Meanwhile, 79.2% of consumers who said they would shop during Black Friday already have an idea of how much they plan to spend during Black Friday and Cyber Week.
Planning ahead and budgeting
91.3% of survey participants said they shop during Black Friday and Cyber Week. Consumers start preparing at different times, with the largest share (32.3%) beginning one to two weeks before the sales, while 20.8% prepare at least three weeks in advance.
By contrast, just 26.2% wait until Black Friday itself or the week of Black Friday. Consumers are similarly deliberate about their budgets: 29.9% of those who answered the relevant question plan to spend €200 or more, while the €100-€199 range is the most popular choice (22.7%).
Black Friday as an opportunity to shop for Christmas
Planning ahead affects both the products consumers choose and when they shop, with Christmas gifts already on the list.
Technology and electronics top the list: 20% of respondents who said they would shop during Black Friday say they will make most or all of their Christmas gift purchases in this category during Black Friday and Cyber Week. Fashion and accessories follow (12.4%).
“Our research shows that Greek consumers approach Black Friday with a clear plan: more than half start preparing at least a week in advance, while nearly eight in 10 of those who answered the relevant question have an idea of how much they intend to spend. At Klarna, our aim is to give consumers the tools they need to plan their purchases with greater confidence, whether by helping them manage their budgets more effectively through the app or by spreading the cost over interest-free instalments,” said Maria Iliadou, Klarna’s country manager for Greece.
How to prepare for Black Friday 2026
For those looking to plan their shopping, Klarna recommends:
Make a list now of the things you want to buy. Writing down the products you want to purchase gives you more time to research, compare the options available and decide when a price is genuinely a good deal.
Spread the cost of larger purchases. For bigger planned purchases, such as electronic devices and household equipment, flexible payment options can help spread the cost over time.
Shop safely. Be wary of retailers that ask for an immediate bank transfer, as such transactions are difficult to reverse. Choose trusted payment methods that offer buyer protection, such as Klarna, so you are covered if a product is not delivered or does not match its description.