The acceleration of the market is mainly due to the improvement in the financial situation of households and favorable conditions on the housing market, which traditionally support demand for household appliances and consumer electronics – we read in the analysis by PMR Market Experts by Hume's.
Experts also examined which brands Poles choose most often. In the portable computer segment, the most frequently chosen brand is Lenovo (21 percent of responses), ahead of HP and Acer.
The most frequently chosen brands of household appliances and electronics
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PMR
Samsung, in turn, maintains its position as the clear leader in the smartphone market (39 percent of responses), especially among women and people aged 35-54. De'Longhi dominates the coffee machine market (25%), while in the category of vacuum cleaners and cleaning robots, Electrolux remains the leader (16%), with the growing popularity of the Dyson brand. In the food processor segment, the most frequently chosen brand is Bosch (36%).
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Customers remain price sensitive
Price remains one of the key factors determining the purchase of consumer electronics, household appliances and electronics. The PMR Market Experts by Hume's survey conducted among consumers in November 2025 shows that the vast majority of buyers (77%) compare prices in different stores, and 70%. selects products with the best quality-price ratio. Promotions play an important role – 53%. consumers most often shop at reduced prices, and 52 percent declares that he deliberately waits for promotional opportunities.
“At the same time, in 2025, the first signals of stabilization of purchasing behavior were visible. Consumers were less likely to postpone the purchase decision solely because of the price and were more likely to reach for products tailored to their real needs, instead of choosing the cheapest options. There was also an increasing tendency to make more conscious decisions, such as comparing offers within one chain or stockpiling,” comments Karolina Szałas, Senior Analyst at PMR Market Experts/Hume's.
The Internet is the most important sales channel
The largest distribution channel for the consumer electronics, household appliances and electronics market in Poland in 2025 remained online sales. It is e-commerce – including both online stores and trading platforms – that has developed the fastest in recent years, systematically increasing its market share. Cross-border trade is also starting to play an increasingly important role. In the coming years, cross-border sales are expected to record double-digit average annual dynamics in the period 2026-2031, exceeding the growth rate of domestic online stores and trading platforms. Chinese sales platforms such as Temu and AliExpress are gaining in importance, in particular, as they compete for Polish consumers with a wide range and attractive prices, while gradually improving the quality of service and shortening delivery times.
See also: Poles postpone taking up work. This is how we look compared to Europe
