Black Friday Portugal: What Expats Must Know

The popularity of Black Friday

According to recent studies, during the previous years, 88% of Portuguese consumers planned to take advantage of Black Friday discounts, spending an average of €359 per person. This represents a slight increase from other years, a sign that Black Friday still holds its appeal even amid inflation and economic uncertainty. However, expats moving to Portugal may find the shopping offer underwhelming.

In 2023, projections for online sales alone hovered between €120 and €130 million. Categories such as technology and fashion rank highly in consumer preference, with tech products like smartphones, TVs, and laptops among the top choices.

However, despite this enthusiasm, there is also growing caution. A study from the Consumers Trust’s Portal da Queixa reveals that around 77% of shoppers believe Black Friday’s appeal has faded, with ongoing promotions throughout the year making these special “one-day” discounts seem less significant.

⚠️ It's also important to notice that local Portuguese stores do not tend to match the usual American discounts. Discounts typically range from 5% to 30%, which is the maximum amount, unless you are shopping at large-scale international stores or brands.

The rise of Cyber Monday

In Portugal, there is also Cyber Monday. Cyber Monday occurs on the Monday after Black Friday, with a sole focus on e-commerce. It has gained a reputation for providing excellent deals on a wide range of items, particularly technology and gaming.

This day allows consumers who may have missed out on Black Friday discounts to secure last-minute deals in e-commerces, often with deeper discounts on specific items. For retailers, Cyber Monday is a chance to boost online sales and clear out remaining stock, sometimes offering exclusive deals that weren’t available on Black Friday.

Cyber Monday has seen steady growth, with Portuguese e-commerce businesses reporting close to a 10% increase in sales and deliveries during this period.

Skepticism and pricing concerns

One of the most significant challenges facing Black Friday in Portugal is consumer distrust surrounding discount legitimacy. Many shoppers fear inflated prices leading up to Black Friday, which are then “slashed” to create the illusion of a better deal.

Consumer protection organizations, such as Deco Proteste, advise customers to monitor prices for a month or more before Black Friday to identify true deals. Tools like KuantoKusta (a price-comparison platform) and CamelCamelCamel, available for Amazon, allow shoppers to track product price histories, ensuring the discount reflects a genuine markdown.

In 2021, the Portal da Queixa recorded a 70% increase in complaints during Black Friday compared to previous years, with 29% of these complaints involving fraud claims. Consumers must be vigilant, comparing prices and reading promotional terms carefully to avoid potential scams.

Portuguese consumer behavior

Over the years, Portuguese consumers have become more selective about their Black Friday purchases.

The pandemic brought a significant shift toward online shopping, with 46% of consumers now preferring to shop online over physical stores. Brands now extend their promotional periods, offering "Black Month" discounts to capture this consumer base.

Portuguese shoppers have increasingly embraced secondhand options, with a preference for sustainable and eco-friendly choices, as well as cheaper.

Many companies, aware of this shift, offer free delivery, extended return windows, exchange of old clothes for discounts, and early access for online orders to meet consumer expectations and reduce the carbon footprint associated with delivery logistics.

Tips for getting safe and good deals

1. Price Tracking: Use tools like KuantoKusta to compare prices across multiple retailers in Portugal. These platforms also offer historical data on price fluctuations, giving consumers a more accurate view of discounts. Make sure you monitor it for a month.
2. Check Return Policies: Different stores have different policies, especially for items bought during promotional periods. Make sure you are aware of the return deadlines, especially for large purchases such as electronics and appliances, as well as the warranty details.
3. Research the Retailer: For online shopping, verifying the credibility of a retailer during promotions is essential. Search not only for well-reviewed websites but also for companies that adhere to the terms of the purchase, guarantee delivery of the purchased item, preventing order cancellation after processing, and provide secure payment options.
4. Cyber Monday as a Chance for Last-Minute Deals: With Christmas around the corner, Cyber Monday can be an ideal time to pick up gifts at lower prices. Since many stores now extend the return policy through the New Year, it can be a safe bet for holiday shopping.

The outlook for Black Friday in Portugal

Economic pressures and a growing preference for year-round promotions (like no-IVA days) may be contributing to a shift in how Portuguese consumers approach Black Friday.

However, the date still draws a substantial amount of attention, with many retailers using it as an opportunity to increase brand visibility and sales. As the market adapts, shoppers in Portugal are likely to continue becoming savvy, focusing more on verified discounts over impulsive buys.

Final words

With careful planning, Black Friday can still be a valuable opportunity for consumers to secure excellent deals, but you must be attentive to avoid promotional fraud.

Approach it with a strategy and use available resources, so you can avoid common pitfalls and make the most of this shopping event.