Countdown to Black Friday, turnover rises to 4.3 billion

Black Friday will record a turnover of around 4.3 billion euros this year, an increase of 7% over 2025, with 3 out of 4 Italians making purchases in advance of Christmas gifts. These are the Codacons forecasts in view of Friday 17 November, the date for which over 80% of consumers are ready to evaluate possible purchases by taking advantage of offers and promotions.

At the top of the preferences are clothing, footwear and accessories, chosen by over 50% of those who 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. Over 60% of purchases will take place on the web.

"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: - warns Codacons - more and more Italians are in fact 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 to be given to relatives in their shopping and friends."

The role of artificial intelligence in consumer choices is also increasingly central: around 50% of Italian consumers use AI-based systems to search for products, compare features and prices, identify offers and guide purchasing decisions. However, artificial intelligence also turns out to be "a double-edged sword during Black Friday, as it is used to create counterfeit sites, fraudulent messages, fake reviews and carry out phishing attempts through increasingly sophisticated and credible content and communications", warns the association.