Survey reveals that the American custom has growing appeal for shops and consumers in Italy.
Italian consumers will spend an average of €246 in this year’s Black Friday and Cyber Monday sales, an increase from €229 in 2024, according to a survey by PwC.
The survey found that more than 8 out of 10 consumers (84 per cent) plan to avail of the 2025 sales, focusing primarily on the electronics and technology sectors.
Three out of 10 Italians plan to try and purchase up to half of their Christmas presents on Black Friday or Cyber Monday, according to the survey, with more than 46 per cent opting for online acquisitions over in-store shopping.
The average predicted spend of €246 is “higher than that recorded in France (€226) but far from the European average (€269)”, the report states.
“In 2025, Italian consumers will remain among the most active in Europe during Black Friday, but also more rational and planful” – said Erika Andreetta, EMEA Fashion & Luxury leader and partner at PwC Italy, commenting on the survey results – “Italians are buying more, but more strategically, driven by the desire to optimise their budget and buy some of their Christmas gifts early”.
The survey reflects a growing trend in recent years and suggests that Italy has widely embraced the American custom of shopping at hugely-discounted prices the day after Thanksgiving.
This year Black Friday falls on 27 November, followed on 1 December by Cyber Monday, a day dedicated to discounts in the technology sector.
Italy’s post-Christmas sales will begin on 3 or 5 January 2026, depending on the region.
The winter sales or saldi invernali generally last about six weeks however the time period varies from region to region.
