7 out of 10 Romanians say they will shop on Black Friday. The average budget of over 1,000 lei
73% of Romanians plan to make purchases on Black Friday this year, the event maintaining itself as the most anticipated shopping moment, in which digital payments are increasingly becoming the main payment methods.
7 out of 10 Romanians say they will shop on Black Friday. Archive photo
Thus, 49% of Romanians declare that they will pay online with the card, 9% intend to buy with the card, but through online installments, 7% choose digital wallets, and 2% opt for Buy Now, Pay Later solutions. Payment on delivery remains present, but decreases in weight, being preferred by 28% of respondents.
The study, carried out by PayU together with Reveal Marketing Research and carried out in October 2025, shows that the intention to buy remains high, and consumers prepare ahead of time, set clear budgets and track their favorite offers before the campaigns start.
According to the research, the average budget allocated for shopping on Black Friday is around 1,100 lei, with higher values among people aged between 30 and 39 years and monthly incomes between 3,000 and 8,000 lei. Women and men show relatively equal interest in shopping, but preferences differ: women are more oriented towards fashion, beauty and decoration products, while men focus on the IT&C and automotive categories.
IT&C, fashion and beauty, the most popular categories
The most popular product categories are IT&C (50%), fashion & accessories (47%), beauty & health (42%) and home & decor (36%). Other segments with high potential are baby products (24%), FMCG (24%), travel and experiences (23%), home delivery (15%), automotive (11%) and insurance (10%).
In terms of payment methods, digital payments are consolidating as the primary choice for shoppers. About 60% of respondents said they would choose to pay online by card, in full or in installments. Also, payment with digital wallets has a 7% weight in the buyers' option, among them young people between 20 and 39 years old being the most active users of modern payment methods, such as Apple Pay, Google Pay or Click to Pay, thanks to the fast and secure checkout experience.
“Black Friday 2025 confirms the consolidation of digital payments as the main payment option in online commerce. Romanian consumers are increasingly oriented towards fast, secure and integrated solutions in their digital experience, and merchants who adopt modern payment methods – from digital wallets to Buy Now, Pay Later solutions – will benefit from higher conversions and more loyal customers”, declares Elena Gheorghe, Country Manager PayU GPO Romania and Hungary.
Romanians prepare in advance for the discount season
Romanian consumers have an informed and calculated behavior when it comes to the offers made available by retailers during Black Friday. Thus, 44% say they track prices before Black Friday, 37% compare offers from several retailers, 31% set their budget ahead of time, and 30% save products in their cart for quick purchase on sale day. In addition, 19% of respondents subscribe to newsletters to benefit from exclusive offers.
The main reasons for buying are looking for the best deals (53%), replacing planned products (35%), buying gifts for the holidays (31%) and accessing discounts for premium products (26%).
The results of the study confirm the profile of an increasingly informed, connected and digital buyer.
“Black Friday is no longer a moment of spontaneous shopping, but a well-planned event where price, perceived value and the payment experience play a decisive role. The Romanian buyer of 2025 is pragmatic, attentive to the quality-price ratio and has already adopted digital payment methods, which offer security and efficiency in the procurement process,” she added.
