The discount campaign started early, and consumers themselves become aware of it when they stand in line at the supermarket or check out their online shopping cart on their way to work. The Organization of Consumers and Users (OCU) has warned in recent reports – accessible on its official portal – that in 2024, the prices of only 30% of products actually decreased, while the prices of 43% rose and 27% remained stable. Two main figures continue to influence the mind of the Spanish buyer.
The first moves of 2025 show similar behavior: widespread price tracking, advance purchases, and a general perception that offers are “not always what they seem.” But the number that really matters—the true average spending—comes later and carries nuances that change any forecast.
Real average spending for Black Friday 2025: Data that redefines the campaign
| factor | He deserves | date | fountain |
|---|---|---|---|
| Average real spending per consumer | 210 euros | 2025 | OBS Business School |
The key data, which sparked the most speculation among brands and households, is now firm: **€210** will be the real average spending of a Spanish consumer during Black Friday 2025, according to the official report from OBS Business School. This figure reinforces the trend of stabilization after 2024 already marked by an adjustment in consumption and confirms that, despite the lack of confidence, citizens continue to retain a relevant part of the annual budget for the business weekend.
What would it mean to spend €210 in 2025?
In order to understand the magnitude of this phenomenon, it is sufficient to take a daily example: a family that spent 150 euros in the pre-inflation years now spends 210 euros, which represents a large cumulative increase. According to Eurostat (October 2025), textile prices rose by 4.2% year-on-year and electronics prices by 2.7%. That is, the same shopping cart is more expensive today regardless of the discount that appears on the sticker.
How are these expenses distributed?
- Clothes and shoes: It remains the main budget destination, accounting for nearly 34% of the total.
- technology: It is concentrated around 29%, with mobile phones and headphones as prominent products.
- Various gifts: Nearly 20%, especially games and small devices.
- Cosmetics and personal care: About 10%.
Mistrust grows, but so do advance purchases
This year, OCU recorded that 67% of consumers believe some stores inflate prices ahead of Black Friday. This is a perception that is not only maintained but also increasing among young people who are accustomed to using comparisons and price alerts. As the organization’s spokesperson put it in its March 2025 report: “Monitoring historical prices is the consumer’s only real defense against aggressive advertising.”.
However, 80% of households, according to a study by KPMG and Appinio, have decided to bring forward their Christmas shopping to avoid facing last-minute increases. On December 23, 2024 – when many stopped shopping until the end – toys increased by 6.8% compared to November, according to the INE Consumer Price Index. No one wants to repeat this scene.
Amazon, IKEA and El Corte Inglés: who wins in the breakdown of expenses
OBS Business School confirms that Amazon once again leads Black Friday sales, followed by Ikea, El Corte Inglés, Decathlon, Zara and Nike. The distribution of spending reflects not only consumer confidence, but also the logistical and pricing capacity of these platforms to accommodate peak periods of demand without compromising delivery time.
Are there really discounts?
The million dollar question, repeated in office cafeterias and family chats. According to OCU, the categories where the real declines are most pronounced are typically electronics and small appliances, although there is significant variation between stores. In 2024, for example, televisions registered an average decline of 7.3% according to Idealo Comparator, while clothing fell barely 2.1%.
This year, the Price Commission of the Bank of Spain reports that retail margins on technology products have stabilized, opening the door to somewhat more real discounts than in the previous campaign. In general, experts recommend following three steps: price history, comparison between stores and checking whether the product maintains the same model or year of manufacture.
The effect of early Christmas shopping
Most consumers realize that making purchases early is not only an economic problem, but also an emotional one. “So that Christmas does not surprise you,” sums up one of the testimonies collected on the street. The data bears it out: Those who buy on Black Friday reduce impulsive spending by 18% in December, according to Kantar’s Holiday Spend Tracker 2025 study.
What can consumers expect in 2026?
The Bank of Spain’s forecast for the fourth quarter of 2026 expects more moderate inflation in permanent consumption, which could reduce the impact of the Black Friday appeal. However, promotions will remain crucial for households who have witnessed how the cumulative rise in prices has reduced their savings margin.
The challenge in the coming years will be to balance real cuts with trade transparency. As Eurostat states in its note dated 14 September 2025: “Consumer trust is directly linked to the sincerity of promotional campaigns.”. A message that refers directly to large strings.
Until then, this year’s data – €210 of average real spend – represents the pulse of a campaign as the consumer, more informed than ever, measures every click and every black mark.