2 in 3 (67%) adults in Ireland think that the Black Friday and Cyber Monday sales are overrated with a fall in expected spend in 2025 of €38million compared to 2024.

 

·       Over half (56%) of adults think there are better deals to be found in the January sales compared to Black Friday sales.

 

o   This is highest for Gen Z (aged 18-24) with 62% thinking the January sales have better deals.

 

iReach insights ran a Nationwide Survey in October on plans to shop during this year’s upcoming Black Friday/Cyber Monday, which obtained 1,000 responses on a Nationally Representative basis.  Commenting on the findings, Oisin Byrne (iReach Research Director) stated “Post Christmas Sales remain the most popular ‘bargain’ opportunity amongst consumers in Ireland. For many Black Friday/Cyber Monday is a, important shopping bargain opportunity for Christmas gifting as well as looking for opportunities for a better deal on planned purchases before the Christmas holidays.”

 

·       45% of adults say they would have probably bought the particular goods anyway, without the Black Friday/ Cyber Monday discounts. This is highest for Millennials (aged 25-34) with 61% saying they would have bought the goods anyway.

 

 

·       1 in 2 adults (51%) think Black Friday/ Cyber Monday is important to their Christmas shopping and gifting plans with 13% of these saying it’s very important. 76% of Millennials (aged 25-34) feel it’s important to them with 21% of these thinking it’s very important.

 

·       36% of adults think that retailers who do Black Friday/ Cyber Monday promotions may be a bit desperate for business. 47% of Millennials agree that these businesses may be desperate for business.

 

·       64% of adults plan on buying from stores and online, with spend down €36 million from 2024 to €422m. The average spend per person is down to €170 compared to €190 in 2024.

 

For more statistics you can visit us at our blog: https://ireachhq.com/blog

 

About iReach Insights

iReach Insights provides a range of research and market intelligence services in Ireland and Europe. iReach has built a Consumer Decisions Research Panel of 40,000 members in Ireland, delivering robust research insights. The survey questions were included in the Nationally Representative iReach Consumer Decisions Omnibus run between the 23^rd and 30^th of October and has a 3% Confidence Interval and 95% Confidence Level.

 

iReach Insights Limited – Temple Hall, Temple Road, Blackrock, CO. Dublin, IRELAND.

iReach Managing Director: Oisin Byrne
T: 01-214 3740 or email: oisin.byrne@ireachhq.com or phone 086 8506364

 

  

iReach Nationwide Survey shows that adults in Ireland plan to spend €422 million on Black Friday and Cyber Monday deals this year, down €36 million from 2024.

 

With Black Friday coming up on the 28^th of November, 64% of adults (up 2% over 2024) plan on buying from stores and online, with spend down €36 million from 2024 . The average spend per person is down to €170 compared to €190 in 2024.

 

iReach insights ran a Nationwide Survey in October on plans to shop during this year’s upcoming Black Friday/Cyber Monday, which obtained 1,000 responses on a Nationally Representative basis.  Commenting on the findings, Oisin Byrne (iReach Research Director) stated “While there is a small increase of 2% in the number of people that plan to spend this year, the average planned spend per shopper is down from €190 in 2024 to €170 in 2025, likely driven by cost of living pressures in Ireland as well as a weakening expectation of actual deals”

 

·       When asked about plans, nearly half (49%) of adults will make a purchase this Black Friday/ Cyber Monday as they enjoy a bargain on products or goods.

 

·       48% of adults will make a purchase this Black Friday/ Cyber Monday to save money on essential items that they have been waiting to purchase. This is highest for Millennials (aged 25-34) with 63% planning to purchase to save money.

 

·       44% of respondents plan to make a purchase to save money on Christmas presents this year. This is highest for Gen Z (aged 18-24) with 52% planning to purchase to save money.

 

·       1 in 4 adults (25%) plan to spend €50-€100 this Black Friday/ Cyber Monday, 20% plan to spend €151-€200, and 19% plan to spend more than €250. 30% of Millennials (aged 25-34) plan to spend more than €250.

 

·       34% of those who don’t plan to make a purchase say it’s because they don’t think the price reductions are enticing enough.

For more statistics you can visit us at our blog: https://ireachhq.com/blog

 

About iReach Insights

iReach Insights provides a range of research and market intelligence services in Ireland and Europe. iReach has built a Consumer Decisions Research Panel of 40,000 members in Ireland, delivering robust research insights. The survey questions were included in the Nationally Representative iReach Consumer Decisions Omnibus run between the 23^rd and 30^th of October and has a 3% Confidence Interval and 95% Confidence Level.

 

Questions asked of adults nationwide:

 

Q1. Did you make a Black Friday/Cyber Monday purchase in 2024?

Q2. Do you plan to make a Black Friday/Cyber Monday purchase in 2025?

Q3. Why have you decided to make a purchase this Black Friday/Cyber Monday?

Q4. Why have you decided to not to make a purchase this Black Friday/Cyber Monday?

Q5. How much do you expect to spend this Black Friday/Cyber Monday?

 

iReach Insights Limited – Temple Hall, Temple Road, Blackrock, CO. Dublin, IRELAND.

iReach Managing Director: Oisin Byrne
T: 01-214 3740 or email: oisin.byrne@ireachhq.com or phone 086 8506364

 81% of adults would prefer Irish retailers to focus on an Irish Shopping Event around the time of Black Friday/ Cyber Monday to promote Irish retailers.

2 in 5 adults (40%) think that Thanksgiving is more of a shopping holiday rather than a family tradition. This is highest for Millennials (aged 25-34) at 53% thinking its more of a shopping holiday.

 

·       More than 1 in 3 adults (36%) see Thanksgiving as a Family Tradition with 36% believing it is a food event.

 

·       81% of adults would prefer Irish retailers to focus on an Irish Shopping Event around the time of Black Friday/ Cyber Monday to promote Irish retailers. This is highest for Millennials at 92% preferring this.

 

·       47 % of adults like the idea of an Irish Shopping Saturday while 34% of adults would prefer the idea of a Green Shopping Day to promote Irish retailers.

 

·       28% of all adults like the idea of another big meal or food event so close to Christmas, with younger age groups much more open to this additional celebration, highest at 43% of Gen Z and 48% of Millennials.

 

·       23% of adults think Thanksgiving is a positive cultural exchange between America and Ireland.  This is highest for Gen Z (aged 18-24) with 43% seeing it as a positive cultural exchange.

 

For more statistics you can visit us at our blog: https://ireachhq.com/blog

 

About iReach Insights

iReach Insights provides a range of research and market intelligence services in Ireland and Europe. iReach has built a Consumer Decisions Research Panel of 40,000 members in Ireland, delivering robust research insights. The survey questions were included in the Nationally Representative iReach Consumer Decisions Omnibus run between the 23^rd and 30^th of October and has a 3% Confidence Interval and 95% Confidence Level.

 

Questions asked of adults nationwide:

 

Q1. Do you see Thanksgiving as more of a family tradition, a food event, or a shopping holiday?

Q2. Do Irish people need another big meal day so close to Christmas — or is one enough?

Q3. Do you use the traditional food menu for Thanksgiving (Turkey etc) as a ‘dry run’ to practice for Christmas Dinner?

Q4. Is Thanksgiving just another imported American tradition — or a positive cultural exchange?

Q5. Would you prefer Irish retailers to focus on an Irish Shopping Saturday or a Green Shopping Day around this time to promote Irish Retailers?

 

iReach Insights Limited – Temple Hall, Temple Road, Blackrock, CO. Dublin, IRELAND.

iReach Managing Director: Oisin Byrne
T: 01-214 3740 or email: oisin.byrne@ireachhq.com or phone 086 8506364

 

29% of respondents feel that Ireland should have its own version of Thanksgiving, a day to give thanks or celebrate togetherness.

 

·       This is highest for Millennials (aged 25-34) with 48% feeling Ireland should have its own version of Thanksgiving.

 

·       More than 1 in 3 adults (35%) think Thanksgiving is becoming a more recognised celebration in Ireland.

 

·       44% of adults think younger generations in Ireland are more open to celebrating Thanksgiving, highest for Millennials at 80%

 

·       24% of adults plan to cook or eat a traditional Thanksgiving meal such as turkey or pumpkin pie, highest for Millennials at 43%.

 

·       37% of Millennials say they or their family celebrates the holiday and 27% say their friends celebrate Thanksgiving.

 

·       21% of adults use the traditional food menu for Thanksgiving (Turkey etc.) as a ‘dry run’ to practice for Christmas Dinner.                                                                                                                                                                       

·       Friendsgiving has become an element of the Thanksgiving tradition in the US. When asked in Ireland, over half (52%) of adults say they would attend a Friendsgiving event if they were invited.  Gen Z at 61% and Millennials at 83% saying they would attend a Friendsgiving event.

 

 

For more statistics you can visit us at our blog: https://ireachhq.com/blog

 

About iReach Insights

iReach Insights provides a range of research and market intelligence services in Ireland and Europe. iReach has built a Consumer Decisions Research Panel of 40,000 members in Ireland, delivering robust research insights. The survey questions were included in the Nationally Representative iReach Consumer Decisions Omnibus run between the 23^rd and 30^th of October and has a 3% Confidence Interval and 95% Confidence Level.

 

Questions asked of adults nationwide:

 

Q1. Do you think Thanksgiving is becoming a more recognised celebration in Ireland?

Q2. Do you or your family or friends celebrate Thanksgiving?

Q3. Should Ireland have its own version of Thanksgiving — a day to give thanks or celebrate togetherness?

Q4. Have you ever cooked or eaten a traditional Thanksgiving meal (turkey, pumpkin pie, etc.)?

Q5. Do you think younger generations in Ireland are more open to celebrating Thanksgiving?

Q6. Would you attend a Friendsgiving event if invited?

 

 

iReach Insights Limited – Temple Hall, Temple Road, Blackrock, CO. Dublin, IRELAND.

iReach Managing Director: Oisin Byrne
T: 01-214 3740 or email: oisin.byrne@ireachhq.com or phone 086 8506364