by Guisela Chiarella
Once an entirely American tradition, Black Friday has firmly embedded itself into the Italian retail calendar, reshaping consumer behavior and setting the stage for a season of strategic shopping. According to a new survey by Italian payment service provider Scalapay, Italian shoppers are expected to spend an average of €273 during this year’s Black Friday and Cyber Monday sales, with a marked shift toward quality over quantity.
While the number of purchases may decline compared to previous years, consumers are gravitating toward high-end items like luxury smartphones, designer handbags, and premium household appliances. Scalapay CEO Simone Mancini highlighted this trend in an interview with Corriere della Sera, noting that Italians are approaching the sales with increasing precision.
“Italians are adopting increasingly strategic behavior in their purchasing decisions, with particular attention to essential products for the winter and Christmas gifts,” Mancini said.
He added that Black Friday is now viewed as an opportunity for meticulous financial planning, with many shoppers beginning to compare prices and scout offers as early as mid-September.
A Growing Love Affair with Black Friday
Once alien to Italian shores, the Black Friday frenzy now sees local businesses and major retailers alike rolling out discounts in a bid to lure deal-hungry shoppers. This year, Black Friday falls on November 29, followed closely by Cyber Monday on December 2, which will highlight discounts on technology and electronics.
The phenomenon underscores a broader cultural shift: Italy has increasingly embraced American customs, from Halloween celebrations to Thanksgiving dinners offered by a growing number of restaurants in major cities.
Yet, Black Friday’s timing—just weeks before Italy’s traditional post-Christmas sales—raises questions about its impact on long-standing shopping habits. The winter saldi, which begin on January 4, 2025, in most regions (January 8 in Bolzano), typically span six weeks but may feel the pinch as holiday shoppers snag deals earlier.
Trieste’s Take: Skepticism and Enthusiasm
In Trieste, a city with its own rich cultural heritage, reactions to Black Friday reveal a spectrum of attitudes. While some locals appreciate the opportunity for savings and plan their holiday purchases accordingly, others remain skeptical, viewing it as a commercial ploy with little relevance to Italian traditions.
“I don’t see the point,” said Giulia, a retired teacher browsing the window displays in Piazza della Borsa. “We already have the post-Christmas sales. Why do we need another imported custom?”
Conversely, Marco, a 32-year-old software engineer, welcomed the deals, noting that he used last year’s Black Friday to buy a high-end laptop at a significant discount. “It’s practical,” he said. “If the discounts are good, why not take advantage of them?”
Strategic Spending
For many Italians, Black Friday is not just about impulse buys but a way to plan ahead. Mancini noted that the sales align with broader budgeting strategies, particularly as consumers brace for rising costs during the holiday season.
Despite its imported origins, Black Friday has gained a distinctly Italian flavor, becoming a moment not only for discounts but also for savvy spending—a reflection of how global traditions are reshaped by local sensibilities.
As Italians scour for deals on everything from beauty products to the latest gadgets, one thing is clear: Black Friday is no longer just an American affair. It’s a global shopping event that, in Italy, marks the unofficial start of the holiday season.
