The beginning of the Christmas shopping season traditionally falls at the end of November. This is when stores attract customers with promotions and seemingly unbeatable offers. In the TVP3 programme Relacje, which explains economic complexities, dr hab. Małgorzata Kieżel, prof. UE, commented on the upcoming sales.
"We can assume that Black Friday still works, but no longer as a unique day of spectacular price cuts, which in Poland have never truly existed. Instead, it has become a permanent element of brands’ promotional strategies. This can be seen in the fact that campaigns titled Black Friday or Black Week begin as early as the beginning of November. As a result, the time frame has been extended, and the sense of a one-time exceptional opportunity becomes blurred. Consequently, consumers are accustomed to these sales and approach them more cautiously, expecting that the discounts may be even higher later. Currently, price reductions typically range from ten to twenty, sometimes twenty-five percent, and often come with specific conditions that must be met to benefit from them. These may include a minimum purchase amount or membership in a loyalty programme. Therefore, the financial benefit is not always as clear and direct for the buyer," said prof. Kieżel on the programme.
Dr hab. Małgorzata Kieżel, prof. UE, provided us with an additional comment regarding Black Friday sales:
"In practice, this means that companies manage price perception rather than offer deep discounts. Many actions are aimed at increasing the average basket value through bundle deals or ‘buy more, pay less’ promotions. Businesses also use intensive communication strategies based on psychological pressure—countdowns, information about low stock levels, or limited discount pools. At the same time, consumers are increasingly tired of advertisements and time pressure, and they critically assess messages about ‘ending promotional offers’, which often rely solely on FOMO techniques.
As a result, we can observe growing awareness and a more analytical approach to shopping. Customers plan purchases, check price histories, and compare offers using dedicated apps. This is particularly visible among Generation Z, including students—a group sensitive to price yet highly digitally skilled. They most often use price comparison sites, social media channels analysing real discounts, and forums where they warn each other about artificially inflated prices. Their purchases tend to focus on clothing, cosmetics, and technology products (e.g. headphones, smartphones), and Black Friday discounts in these categories rarely exceed 20%. This strengthens wait-and-see behaviour—students buy less impulsively ‘because the promotion won’t return’ and more often plan purchases in advance, waiting for the best moment. Although the impulse of a ‘unique opportunity’ is now weaker, attentive consumers with specific needs who verify prices can still find attractive deals and real savings during the pre-Christmas shopping season. Consequently, both retailers and consumers are learning how to operate in this highly marketing-driven period.
Stores compete for customer attention with increasingly sophisticated tools, while consumers respond with growing vigilance and analysis. This dynamic now defines the key characteristics of Black Friday," emphasised prof. Kieżel for UE Katowice.
Black Friday in Poland is no longer a day of exceptional bargains but part of brands’ long-term promotional strategies. Consumers - especially younger ones - approach shopping more consciously and analytically. As a result, the market enters the pre-Christmas sales period with rising marketing pressure but also with increased consumer caution.
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