On Black Friday, Consumer Confidence Outweighed Price.

PwC conducted the “Black Friday Report” research for 2025, shedding light on the shopping habits of consumers in Turkey. According to the research, 87% of consumers in Turkey plan to shop during the discount periods in November. However, an important point to note is that, in addition to price advantages, the trust in the brand is also a significant factor.

It has been revealed that consumers in Turkey have a spending tendency above the European average. The average spending planned by participants for 2025 has been set at 320 Euros. This figure reflects the spending tendencies shaped by market dynamics and economic conditions.

PwC's research also provides in-depth information about consumers' relationships with brands. 53% of participants expressed that they plan to shop again this year from a brand they shopped with for the first time last year. This rate indicates that customer loyalty in Turkey is quite high and presents a loyalty indicator significantly above the European average.

PwC Turkey Partner Cihan Harman emphasizes this situation, stating, “Black Friday is no longer just about discounts; it reflects a consumer culture that is being reshaped around trust, value, and sustainability.” This shows how important it is for brands to enhance their reliability and consumer loyalty.

In conclusion, consumers in Turkey not only focus on price advantages but also consider the secure shopping experience offered by brands. Experts predict that this trend will continue in the future and emphasize that brands need to pay more attention to creating trust, as well as proper pricing and sustainability issues.