Black Friday gains importance for Christmas shopping

On November 27, Black Friday attracts a record share of Christmas purchases planned by the French: 27% intend to make the majority of their gifts during this period, according to a Havas Market barometer published on October 27. This compares to 21% in 2025. The survey, conducted online on October 6 and 7 among 1,004 adults celebrating Christmas, describes a commercial season that begins before December.

Shopping shifts to November

In the results communicated by Havas Market, 55% of respondents place the majority of their gift purchases in November, with 27% specifically during Black Friday. The figures concern intentions, not purchases already made. Outside of Black Friday, 28% of respondents plan to make the majority of their gifts during the rest of November, and 11% before the start of the month.

Budgets rise slightly

The average budget announced for gifts reaches 252 euros, compared to 245 euros in 2025, a 3% increase. However, 43% of those surveyed plan to spend 200 euros or less. The Christmas meal, on the other hand, represents an average planned budget of 180 euros, an 8% increase over a year.

Black Friday's appeal

The combination of a constrained budget and an anticipated promotional period explains the practical interest of Black Friday for households: comparing prices, spreading out purchases, and limiting concentrated spending in December. However, it does not guarantee that the discounts offered on November 27 will be the best for each product.

Rising use of installment plans

The most sensitive signal concerns financing. According to the same survey, 30% of respondents plan for deferred or installment payments for their Christmas purchases, compared to 23% in 2025. The share of those who plan to use credit or a loan reaches 14%, compared to 7% a year earlier. These two indicators describe declared intentions and categories that can overlap.

New consumer protections

Consumers must also anticipate changes in the legal framework. A Service-Public presentation details the consumer credit rules applicable starting November 20, 2026, which extend certain protections to small credits and to installment or deferred payments. This implementation occurs a week before Black Friday.

Focus on final prices

The multiplication of November commercial operations invites consumers to compare the final price rather than just the discount percentage. The DGCCRF reminds that price reduction announcements should normally take as a reference the lowest price practiced by the seller in the thirty days prior. This rule applies to both physical stores and online sites.

Comparing offers is key

A product offered with a significant discount may therefore be less interesting than a previous offer from a competitor. Noting the price of several items in advance, checking the exact characteristics, and including delivery costs allows one to judge a promotion on its actual cost.

Online shopping trends

The barometer also notes that 74% of those surveyed plan to buy at least part of their gifts online, but only 16% exclusively on the Internet. Among online buyers, 47% plan to go through the store websites, which is twelve points higher than in 2025, while marketplaces are mentioned by 75%. The channels for research and purchase are multiplying, without any single one dominating for all consumers.

Balancing preparation and budget

For households, the challenge is simpler: to prepare Christmas purchases early enough to compare offers, while maintaining a budget compatible with December expenses and possible January repayments.