A new study by Netsonda, carried out for retailer Worten, suggests that Portuguese consumers are preparing to spend an average of €369 this year, up €42 from the €327 planned in 2025.

It’s the highest figure recorded since the survey began in 2018, even surpassing spending intentions during the pandemic.

And it seems plenty of people are getting ready to shop. Some 88% of those surveyed said they were considering making purchases during Black Friday, compared with 86% last year.

Technology stays at the top of shopping lists, with 47% of respondents planning to buy electronic products. Fashion and accessories follow at 32%, alongside household appliances at the same percentage. Books are also proving popular, with 29% considering a purchase.

Getting a head start on Christmas

One interesting finding is how many shoppers are using Black Friday to get their Christmas shopping out of the way.

Almost half of respondents, 48%, said they planned to take advantage of the discounts to buy Christmas presents, up from 39% last year.

But treating themselves remains the bigger priority, with 74% planning to buy something for personal use.

Not everyone is approaching the sales with the same level of preparation, either.

While 41% of potential buyers say they start checking prices in advance, 36% admit they don’t prepare at all.

And with retailers competing for attention through television, social media and online promotions, keeping track of prices beforehand could make the difference between finding a genuine bargain and simply being tempted by a discount.

The survey involved 1,000 people aged 18 to 54 living in mainland Portugal and was conducted between 9 and 18 September.

Of course, these are planned purchases rather than money already spent. Whether shoppers actually reach that €369 average remains to be seen when Black Friday arrives on 27 November.

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