
Codacons estimates an increase of 7% compared to 2025. Three out of four Italians will take advantage of the discounts for Christmas gifts
AI-generated summary
Black Friday is traditionally held on the Friday after Thanksgiving, marking the start of the holiday shopping season.
Black Friday on Friday 27 November will record a turnover of approximately 4.3 billion euros this year, an increase of 7% over 2025, and 3 out of 4 Italians who make purchases during the discount period will take advantage of the offers to bring Christmas gifts in advance, in order to limit spending on gifts for relatives and friends. This was stated by Codacons, which today provides the predictions for Black Friday 2026.
Black Friday is a day of big discounts and promotions in physical stores and online. It was born in the United States and is held on the Friday after Thanksgiving, so it usually falls at the end of November. Traditionally it marks the start of the Christmas shopping season. Today it is widespread in many countries, including Italy, and often the offers do not last just one day: many companies offer promotions for the entire Black Week, the weekend or until Cyber Monday, dedicated above all to online discounts.
The appointment with discounts sees over 80% of consumers ready to evaluate possible purchases by taking advantage of offers and promotions, and this year too, clothing, footwear and accessories are at the top of the preferences, chosen by over 50% of those who will make purchases, while 43% of Italians will evaluate electronic products (smartphones, tablets, etc.). 34% will opt for small household appliances (air fryers, coffee machines, vacuum cleaners, etc.), 32% for personal care products.
The central week of Black Friday will thus give rise to a turnover of approximately 4.3 billion euros, with over 60% of purchases taking place on the web, but if we consider that various commercial chains have extended the discount period by anticipating the start of the offers and postponing their end, the balance could rise further - warns Codacons.
At the basis of the success of Black Friday, however, there is not an increase in citizens' spending capacity or their wealth, but changes in purchasing habits and new survival strategies adopted by families: in fact, more and more Italians are taking advantage of discounts and offers at the end of November to anticipate spending on Christmas gifts, to the point that this year 3 out of 4 Italians, 75% of those who shop during Black Friday, will include Christmas gifts in their shopping to give to relatives and friends.
AI outlook — possibilities, not facts
Black Friday turnover will reach around 4.3 billion euros in Italy.
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Codacons predicts a turnover of 4.3 billion euros for Black Friday, an increase of 7% compared to 2025. Three out of four Italians will make purchases, mainly to anticipate Christmas gifts, while artificial intelligence guides the search but brings risks of fraud.

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