Holiday Shopping in Europe

Black Friday and Beyond

About This Report
This report analyzes the holiday shopping habits of consumers in Europe, particularly the adoption of Black Friday.
Table of Contents

While there are signs that the Black Friday frenzy may be beginning to subside in the US, interest in the shopping holiday is growing across most of Europe. In many markets, the deal-driven event has become the unofficial start of the Christmas shopping season.

  • The holiday shopping period in Europe is beginning earlier each year. According to Deloitte, 30% of internet users in the region planned to make Christmas-related purchases in November or earlier. Still, the majority of Christmas spending was expected to take place in early December.
  • Consumers in the UK and the Nordic countries are some of the most avid Black Friday buyers. Meanwhile, adoption is rising rapidly in France, as people become accustomed to the idea of shopping for discounts outside of the legally designated summer and winter sales periods.
  • Even though Thanksgiving is not a public holiday in Europe, many consumers still head to brick-and-mortar stores on Black Friday to shop. Physical store sales on Black Friday 2017 were expected to be at least four times higher than ecommerce sales in every market measured by RetailMeNot and the Centre for Retail Research, except the UK.
  • Black Friday shopping in Europe isn’t only about Christmas gifts. In fact, consumers in most countries also take advantage of discounts for themselves. The most popular types of products purchased on Black Friday—and during the full holiday shopping period—include apparel, consumer electronics and toys/games.
  • Digital is the fastest-growing Black Friday sales channel in the region, and it’s likely that some of that shopping also takes place on cross-border ecommerce platforms. PayPal and Kantar Millward Brown found that close to half of internet users in Europe planned to make a cross-border digital purchase at some point during the 2017 holiday season.

WHAT’S IN THIS REPORT? This report examines the adoption of Black Friday among both consumers and retailers in major markets in Europe. It also provides a more holistic picture of the holiday shopping season in those countries, including other important shopping days, products purchased and purchase channels.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Black Friday in Europe: Key Takeaways
  2. Holiday Shopping Overview
  1. Country-by-Country Review
  2. Related eMarketer Reports/Articles
  1. Related Links
  2. Media Gallery

Charts in This Report

Read This With Insider Intelligence


Jasmine Enberg


Matteo Ceurvels
Research Analyst
Jennifer Jhun
Research Director, International and Special Projects
Angela Kim
Senior Researcher
Dustin Sodano
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client