German shoppers favor impulse deals over planning for Black Friday 2025

MediaMarktSaturn released survey results on November 19, 2025, revealing that 65% of Germans have participated in Black Week shopping, with 46% making multiple purchases during the promotional period. The survey of over 1,000 consumers provides detailed insights into how Germans approach technology purchases, revealing a pattern that prioritizes deal-inspired shopping over rigid planning.

The data shows a fundamental shift in how consumers engage with promotional periods. While Black Friday has become established in German retail, particularly in northern city-states like Hamburg and Bremen (both at 64% participation), the shopping behavior reflects spontaneity rather than preparation. Some 59% of respondents allow deals to inspire their purchases, compared to just 32% who shop with predetermined lists and budgets.

Regional variations highlight different adoption levels. Berlin shows the highest resistance to Black Friday participation, with 38% of respondents stating they do not shop during the period and have no plans to do so. Brandenburg follows at 34%, and Saxony at 31%, indicating that the promotional period has not achieved universal acceptance across Germany.

Budget allocations for Black Friday 2025 demonstrate measured consumer expectations. The largest segment (25%) plans to spend between €100 and €299, while 14% set budgets under €100. However, flexibility dominates: 21% deliberately avoid setting fixed budgets, and 16% plan no purchases at all. The pattern suggests Black Friday functions more as an opportunistic shopping window than a planned spending event.

Men cite higher spending amounts more frequently than women, though distributions remain similar between genders. Age creates the most pronounced differences. Younger consumers, particularly Generation Z, typically plan budgets capped at €300. Older demographics show greater willingness to shop without preset limits, responding to attractive offers rather than predetermined spending thresholds.

Hamburg leads in planned high-value purchases, with 12% of respondents setting budgets of €1,000 or more—substantially above the national average of 2%. Brandenburg and Hessen demonstrate the most flexible approach, with approximately three in ten respondents (32% and 31% respectively) choosing to shop without fixed budgetary constraints.

The survey examined how consumers perceive spontaneous purchases made during promotional periods. Most Germans (70%) report positive experiences with impulse buying, either occasionally (53%) or frequently (17%). Younger shoppers demonstrate the most comfort with spontaneous decisions. Only 16% of Generation Z respondents actively avoid impulse purchases, while that figure doubles to 32% among consumers over 60.

Three primary motivations drive deal-seeking behavior, according to the research. Fulfilling a long-desired wish ranks first at 30%, followed closely by the satisfaction of obtaining products below their typical value (28%). Rational financial decision-making accounts for 25% of the appeal. Fear of missing out—commonly referenced in marketing discussions—registers at just 2%, indicating that FOMO plays virtually no role in German shopping psychology during promotional periods.

Sharing behavior around successful purchases remains confined to small social circles. Some 42% of respondents discuss deals with friends and family, but only 8% actively share finds through messaging apps or social media. An equal 8% occasionally conceal purchases entirely, though this represents a minority behavior pattern.

Personal consultation before major purchases remains significant for German consumers, contradicting predictions that digital research would eliminate the need for in-person expertise. The survey found that 73% consider consultation "important" or "very important" before buying technology products. This preference strengthens with age: 18% of consumers aged 18-29 rate consultation as "very important," rising to 42% among those over 70.

Younger buyers have developed hybrid research patterns. They conduct primary research online, then seek targeted answers from retail specialists for specific questions. This approach differs from older consumers who place greater inherent value on face-to-face consultation throughout the purchase process.

When researching expensive electronics such as coffee machines, washing machines, or televisions, Germans follow a layered information-gathering process. Manufacturer websites serve as the primary source (20%), followed by comparison portals (17%) and customer reviews (15%). Personal recommendations from friends and specialist retail consultation each capture 14% of responses.

Generation Z demonstrates distinct research patterns compared to older demographics. Beyond standard digital sources, they heavily weight recommendations from their immediate social circles and seek information from influencers and YouTube content. Consumers over 50 place specialist retail consultation among their top information sources, alongside traditional digital research channels.

Physical retail experiences matter more for service quality than elaborate presentation, the survey indicates. Fast, uncomplicated assistance ranks as the top priority at 30%, while generous return policies follow at 23%. These practical considerations outweigh store aesthetics or complex product demonstrations in driving shopping location decisions.

The survey presented respondents with a practical scenario: a smartphone aged 2-3 years with display damage. Repair costs €80, while a comparable replacement device during Black Friday costs €200. Nearly half (46%) would choose repair, while 31% would purchase the replacement device.

Gender differences emerge in this choice: 48% of women prefer repair compared to 44% of men, who show slightly stronger inclination toward replacement purchases. Age creates more pronounced variations. Among 18-29 year olds, 41% choose immediate replacement—the highest rate among all age groups. Repair preference increases with age, peaking at 54% among 60-69 year olds.

This repair-oriented behavior aligns with broader retail sustainability trends, as consumers increasingly weigh environmental and financial factors against the appeal of new products. The pattern suggests that promotional pricing alone does not override practical considerations for a substantial portion of German consumers.

Marketing professionals tracking consumer behavior should note several patterns from this research. Budget consciousness remains high despite deal-seeking behavior, with most consumers maintaining realistic spending expectations rather than treating promotional periods as unlimited spending opportunities. The data challenges assumptions about FOMO-driven purchasing, instead revealing that German consumers approach deals through primarily rational frameworks focused on wish fulfillment and value optimization.

The findings contrast with some international patterns, particularly regarding advertising influence on purchasing decisions. While U.S. consumers demonstrate strong responsiveness to advertising during promotional periods, German shopping behavior appears more self-directed, with deals serving as catalysts for predetermined interests rather than creating entirely new purchase desires.

The survey methodology targeted adults aged 18 and above across diverse German regions, genders, and age groups. Percentage figures have been rounded. MediaMarktSaturn notes that while the research was conducted with rigorous methodology, standard disclaimers apply regarding data representation and interpretation.

The research illuminates how Black Friday shopping patterns have evolved in German markets, showing maturity beyond initial adoption phases. Rather than generating frenzied consumption, the promotional period functions as a strategic shopping window where consumers execute purchases they had already contemplated. Spontaneity exists within this framework, but remains bounded by practical budget consciousness and repair-first philosophies that distinguish German consumer behavior from other markets.

For retailers and marketers, these patterns suggest that effective Black Friday strategies in German markets should emphasize value communication over urgency creation. The minimal FOMO response indicates that countdown timers and scarcity messaging may prove less effective than clear value propositions that allow consumers to recognize when deals align with existing preferences and needs.

Timeline

• November 19, 2025: MediaMarktSaturn releases "Technik-Puls 2025" survey showing 65% of Germans participate in Black Week shopping
• November 19, 2025: Research reveals 59% of German consumers prefer deal-inspired shopping over fixed lists during promotional periods
• November 19, 2025: Survey data demonstrates repair choices exceeding new purchases for smartphones
• November 13, 2025: Microsoft published Black Friday analytics guidance for e-commerce businesses
• November 12, 2025: Australian competition regulator launched Black Friday advertising enforcement sweep
• October 9, 2025: Admetrics released 150-page Black Friday playbook following record 2024 online sales

Summary

Who: MediaMarktSaturn surveyed over 1,000 German consumers aged 18 and above across diverse regions, genders, and age groups. The research targeted understanding of general shopping behavior, budget planning, deal motivation, consultation importance, and repair versus replacement decisions.

What: The survey revealed that 65% of Germans participate in Black Week shopping, with 46% making multiple purchases during the period. Research demonstrated that 59% prefer deal-inspired shopping over predetermined lists (32%), most consumers plan budgets between €100-€299 (25%), and repair choices exceed new purchases (46% versus 31%) for smartphone scenarios. Personal consultation remains important for 73% of technology purchasers despite digital research dominance.

When: MediaMarktSaturn released the research on November 19, 2025, conducting fieldwork in autumn 2025 ahead of Black Friday on November 28, 2025. The timing provided insights into pre-shopping season consumer attitudes and planning patterns.

Where: The survey covered German consumers across regional variations, revealing differences between northern city-states (Hamburg and Bremen at 64% Black Friday participation), Berlin (38% non-participation), Brandenburg (34% non-participation), and Saxony (31% non-participation). Research examined both online and physical retail shopping contexts.

Why: The research aimed to understand German technology purchasing behavior during the year's largest promotional period, revealing that consumers approach Black Friday through rational value frameworks rather than FOMO-driven urgency. Key motivations include wish fulfillment (30%), value recognition (28%), and smart financial decisions (25%), while only 2% cited fear of missing out. These patterns inform retail strategy and marketing approaches for German markets where consultation, repair options, and realistic budgeting outweigh impulsive consumption behaviors.