Black Friday, which takes place on November 27th, and Cyber Monday, on November 30th, are increasingly associated with shopping planning and the expectation of savings. According to a new study by ConsumerChoice, 91% of participants with planned purchases postpone at least some acquisitions while waiting for these campaigns.

Both events are familiar to participants, with Black Friday standing out as the best known compared to Cyber Monday, which is more dedicated to online promotions in technology, electronics, gaming, and home appliances.

For 39% of participants, the second date represents an opportunity to find a product they couldn't buy the first time, while 33% expect to find different discounts between the two events. Another 19% value the additional time to decide, and 42% say they will follow both campaigns.

Discounts determine the timing.

Planning plays a central role in preparing for these events. Most consumers (54%) already have something in mind to buy, and 27% know what they want, although they haven't yet chosen a specific product. On the other hand, 26% have already identified what they intend to purchase.

This intention translates into a waiting strategy. Among those surveyed with planned purchases, 91% postpone at least some acquisitions while waiting for Black Friday or Cyber Monday. If they didn't find discounts, 62% say they would postpone the purchase, while 16% would buy anyway.

This importance of the discount is also reflected in behavior after the end of the campaigns. 69% of participants revealed that they would wait if the price of a product remained the same in the week following these dates. The data suggests that the promotion does not necessarily create the desire to buy, but it can determine when that purchase happens.

This trend is reinforced when respondents are asked about their most recent purchase. 77% already wanted the product or needed it before seeing the promotion.

Fewer impulse purchases

The study also analyzed the influence of promotions on increased spending, through a hypothetical scenario in which taking advantage of a discount meant increasing a purchase from 80 to 100 euros.

Given this scenario, 41% would maintain their initial purchase and 48% would only add products they already intended to buy. Only 11% would look for other items without having planned additional purchases. A large proportion thus demonstrates behavior driven by prior needs or intentions, even when there is an incentive to increase spending.

When faced with an unplanned product, purchased for €50 and advertised as costing €100, 47% reported feeling they simultaneously saved €50 and spent €50 on something they hadn't expected.

The result highlights the difference between perceived savings and actual expenditure. Even if the price reduction is real compared to the advertised value, this does not mean that the consumer spent less on their overall purchases.