CCPC Black Friday research 2025
Summary
The Competition and Consumer Protection Commission (CCPC) commissioned Ipsos B&A to conduct research into consumer behaviours and attitudes towards Black Friday and Cyber Monday sales. The report was conducted in October 2025 and based on a nationally representative sample of 1,034 consumers in Ireland aged 15 and above.Publication details
- Publication date:17 November 2025
- Industry:Wholesale & retail trade - G
- NACE code:Retail trade - G.47
Documents
Research report Black Friday 2025PDF | 549 KBResearch report Black Friday 2025 PDF | 549 KB - Opens in new window
Key findings include:
- 39% of those surveyed expect to make a purchase in the upcoming Black Friday/Cyber Monday sales, up slightly from 36% in 2024.
- 60% of those who have previously made an unplanned purchase have regretted it.
- 28% of those likely to make a BF/CM purchase are influenced by social media influencer recommendations. This rises to 40% in the 15-24-year-old category.
- Almost two out of three Black Friday shoppers are influenced by the limited timeframe of sales.
- Awareness around discount/pricing information rules has risen from 65% in 2024 to 70% in 2025.
- Price transparency remains a major concern for consumers. 63% don’t trust that the discounts being offered are legitimate.
- One in five consumers who said they’re unlikely to make a purchase said it was due to mistrust in deals.
