A recent survey conducted by Kantar and commissioned by eMAG has highlighted Bulgarians’ spending plans for this year’s Black Friday sales, with an average budget of BGN 531 per person.
The study, carried out from October 7 to October 27, interviewed 1,001 individuals aged 18 to 55. It is part of a broader regional research project that also surveyed Romanian consumers.
Spending Peaks Among Older Consumers and Men
The findings reveal that the 45-55 age group is expected to allocate the highest budgets, averaging BGN 614. Men are projected to outspend women, with average planned expenditures of BGN 664 compared to BGN 405 for women.
Geographically, residents of Sofia are leading the charge, budgeting BGN 579 on average, slightly more than the BGN 539 planned by those in smaller cities.
Budget Ranges Highlight Diverse Shopping Intentions
Bulgarians appear divided on how much they plan to spend. About 40% intend to allocate between BGN 101 and BGN 350, while 37.6% plan to spend between BGN 351 and BGN 1,000.
A smaller segment, approximately 10%, plans to splurge beyond BGN 1,001, signaling a range of shopping priorities during the sales event.
Shopping Preferences Reflect Gender and Urban Trends
The survey identifies distinct shopping preferences between genders and across urban populations. Women show a strong inclination toward fashion items, cosmetics, perfumes, and baby products, with 54% planning to purchase clothing.
Men, on the other hand, lean toward sports equipment, mobile phones, laptops, and DIY products. In Sofia, clothing leads the shopping lists for nearly half of respondents, with 49.2% indicating plans to update their wardrobes during the sale.
Popular categories overall include small household appliances, home products, and sports goods, reflecting a diverse range of consumer interests.
Strong Awareness and Shift to Digital Channels
Black Friday remains a highly recognized shopping event in Bulgaria, with 97.2% of urban respondents aware of the campaign. Of those, 75.9% between the ages of 18 and 55 intend to make purchases.
Online shopping is the preferred method for most, with three-quarters of participants planning to shop through digital platforms, underscoring the growing influence of e-commerce.
Regional Comparison and Broader Trends
While the survey focuses on Bulgaria, it is part of a regional research effort that also covers Romania, suggesting similarities in consumer behavior across neighboring countries.
This year’s results reflect a shift in spending habits and priorities as Bulgarians adapt to changing economic and technological landscapes.
Conclusion
With Black Friday awareness at an all-time high and online platforms dominating the shopping experience, Bulgarians are gearing up for significant spending this year.
The survey’s insights into gender, age, and urban-rural differences provide a snapshot of consumer behavior ahead of one of the most anticipated retail events of the year.