As the year-end shopping season gains momentum, Black Friday continues to assert its global influence. In Spain, this consumer phenomenon is revealing intriguing new trends that reflect both changing brand preferences and economic pressures.
The Ascent of Spanish Brands
A recent study by Internet República highlights a significant shift in Spanish consumers' brand preferences during Black Friday. Analyzing data from Google Trends, SEMrush, and Brandwatch, the report found that domestic retailer El Corte Inglés — Europe's largest department store — dominated search queries with 271,000 searches, surpassing Amazon (148,000) and Zara (99,000). This suggests consumers are increasingly focusing on brands rather than specific products during the shopping event.
Notably, generic searches for "Black Friday" are gradually overtaking brand-specific queries containing the term, indicating growing consumer familiarity with the shopping holiday itself.
Category Preferences: Fashion and Tech Lead
Fashion emerges as the top category for Spanish Black Friday shoppers. In technology, laptops and smartphones generate the most brand-related searches, revealing consumers' preference for researching devices by manufacturer rather than product specifications.
The data also identifies an optimal marketing window: Spanish consumers engage most actively with Black Friday content on Tuesdays around 1:00 PM , presenting retailers with a precise timing opportunity for promotional campaigns.
Conscious Spending Patterns
Despite the promotional frenzy, Spanish shoppers demonstrate notable restraint. According to Black Friday Global Portal, the average Spanish consumer purchases four items during the event, spending approximately €210 across physical and online stores — significantly less than American (£429), British (£351), or Irish (£300) shoppers.
Nearly half of Spanish consumers reportedly determine their purchases before discounts begin, suggesting careful pre-shopping research to avoid impulsive buying.
Inflation's Chilling Effect
Economic headwinds may dampen this year's shopping enthusiasm. Funcas analysts warn that rising food and energy prices have eroded household purchasing power, potentially leading to "increased consumption weakness." With savings rates returning to normal levels after pandemic-era spikes, many families lack discretionary funds to offset inflation.
KPMG estimates Spanish households could lose up to €3,000 in purchasing power this year due to inflation. This financial pressure may significantly impact major shopping events, including Black Friday and Christmas. Aplázame's report confirms this trend, with 60% of online shoppers planning equal or smaller Black Friday budgets compared to 2021.
Strategic Implications
These trends present clear takeaways for retailers: the growing prominence of local brands demands focused marketing investment, particularly in fashion and electronics categories. Economic constraints necessitate flexible pricing strategies, while the identified peak engagement period offers opportunities for precisely timed promotions.
Understanding these evolving consumer behaviors will be crucial for businesses navigating Spain's increasingly complex retail landscape.