Twice as many people shopped as had planned to.
In September 2025, 21 percent said they thought they would shop on Singles Day, Black Friday, Black Week, or Cyber Monday. When we asked again in December, 42 percent said they had actually shopped.
The interesting part lies in the gap.
Because even as Black Week approaches, much of the purchasing potential is still up in the air. Consumers who aren't necessarily planning to shop may end up doing just that.
The shopping list isn't finished yet either
Among those who initially said they would or might shop, 62 percent are keeping their options open and waiting to see what deals become available. Only 10 percent plan to buy specific items.
That means the competition isn't just about being chosen by those who already know what they want to buy. A large part of the opportunity lies with those who are still considering their options.
And many are still open to suggestions
Even among consumers with specific purchase plans, the choice of brand is far from always decided. 26 percent look only for a specific brand, while 28 percent look for a product category regardless of brand. 41 percent look for both brand and category.
In other words: Many people have a general idea of what they're looking for—but can still be influenced in terms of which brand they end up choosing.
Whatdoes this mean for this year's Black Week plan?
We believe the figures point to three things:
- Get in before the decision is made. There is still plenty of buying potential.
- Also plan for those who might be influenced. Not everyone has decided what—or which brand—they’re going to buy.
- Think in terms of a period, not just a single day. The shopping journey extends beyond Black Friday itself.
Black Week isn't just a battle for those who have already made up their minds. It's an opportunity to influence those who are still considering their options.
Would you like to learn more about the opportunities at Schibsted during Black Week?
