Black Friday 2018—all discounts in one place!

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Black Friday 2018 in Ireland. What do the numbers tell us?

Black Friday 2018 in Ireland. What do the numbers tell us?

Right before the biggest sale season of the year—Black Friday—analysts from conducted research and a survey among Irish people. The results of the research reveal what we can expect from Black Friday this year. From this report you’ll learn, among other things, if you can trust the sales that will be offered, what’s the consumers’ attitude toward Black Friday and how much Irish people are going to spend during Black Friday shopping spree which starts on 23rd November.

Expecting large discounts

Black Friday 2018 in Ireland

Buyers will not waste the opportunity to save money on shopping. 58% of the surveyed Irish people admitted that they’re going to take part in the upcoming Black Friday sales. This is most likely the result of marketing campaigns—only 5 years ago Black Friday in Ireland didn’t stir up as many emotions as in the USA.

There are other numbers that confirm the serious intentions of consumers on that day. 63% of buyers save money just to do shopping. Let’s remember that Black Friday sales are usually associated with electronics and housewares which are the best-selling products. 4% of respondents decided to buy on installments on Black Friday. The remaining 33% declared that they earn enough to afford some bigger shopping.

Expecting large discounts

During Black Friday, Irish people are going to do some serious shopping. Most consumers (29%) are going to buy 2-3 products, and another 29% are going to go on a shopping spree and buy more than 5 items. What’s more, 57% of buyers already have an idea what’s going to end up in their baskets. This can be due to the infinite number of guides to what’s worth buying and how to find the biggest discounts.

Black Friday symbolically opens the season of pre-Christmas sales. That’s why it’s a great opportunity for those who start searching for gifts in advance. 39% of consumers will take advantage of Black Friday exactly for this purpose—to buy Christmas gifts. However, in Ireland Black Friday is also an occasion to get a present for yourself (71% of respondents chose this answer) or to buy something for your household (14%).

Are sales real?

Real Benefits

Multiple reports about fake sales have no effect on experienced clients. 95% of respondents claim that they can find the real discounts among all the Black Friday offers and only 5% say that the sales are fictional and unworthy of the attention of consumers. Let’s remind that according to the last year’s statistics the average discount during Black Friday in Ireland reached 60%.

What does an average shopper look like?

Portrait of the shopper

The results of the surveys show that an average woman will spend more money on sales than an average man: €383 and €279 respectively.

The statistics also say that mobile devices dominated desktops. 57% of consumers did their shopping on mobile phones on Black Friday, 6% used tablets and 37% used desktops.

Black Friday in numbers

  • 95% of respondents trust sales and can find the real discounts
  • 4 out of 10 customers participating in Black Friday don’t know what they’re going to buy yet and will buy things with attractive discounts
  • 63% of respondents save money to take part in Black Friday
  • 29% are going to buy more than 5 items on sales


In the report, we used internal statistical data of the discount platform as well as the results of the survey conducted between 25th and 31th October 2018.

Public Use

Are you willing to share our statistics or infographics about Black Friday with your readers? Feel free to use all the data and infographics presented in this report for both commercial and non-commercial purposes as long as you indicate the author of the research ( with a link to this subpage.

Do you want to know more?

Are you a journalist or a blogger and are looking for information about the preferences of consumers in Ireland and other countries? We’d be glad to share both internal statistics and forecasts with estimations. Contact us at:


What is Black Friday?

Black Friday is the biggest sale event of the year, during which online stores from all over the world provide up to 90% discounts!

When is Black Friday in 2018?

According to tradition, Black Friday is the Friday following the American Thanksgiving Day. In 2018, Black Friday all over the world, including Ireland, will take place on the 23rd of November.

What I can buy cheaper on Black Friday?

During Black Friday, the highest discounts are available on electronics and home appliances such as TVs, laptops, smartphones and so on. On this day, even the most recently released models are being discounted. For example, each year companies like Apple and Samsung sell their newest iPhone and Galaxy devices with the highest discounts compared to any other sale event during the year. Xiaomi and Huawei also avail huge discounts on their best-selling products.

Clothing and shoes are also discounted on Black Friday even up to 80%. A huge number of brands and products take part in this sale-event. Thanks to discount codes you have the opportunity to get even 50% extra discount on your purchase.

Besides that, Black Friday is a good opportunity to buy cheaper cosmetics, perfumes, books, goods for children or even pets! Some products are symbolically priced for as low as €1!

How to be prepared for Black Friday?

  • First, postpone your biggest fall/winter buys to November – this way you can save hundreds of dollars!
  • Do your research on the prices of the products you want to purchase prior to Black Friday so you know exactly how much you are saving!
  • A few days before Black Friday, visit and check out the announcements of Black Friday deals;
  • When the Black Friday sales start, do not waste your time, ‘cause the highest discounts and the best prices (i.e. symbolic €1) are only valid for a short period of time!

Black Friday

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