As the Black Friday and Cyber Monday, at the end of November, Italians are preparing for their holiday shopping, but with a decidedly more cautious attitude than in the past.
This is what emerges from Shopify's Holiday Retail Report 2025, which analyses consumer trends and behaviours every year.
Italians: Spending drops sharply on Black Friday
According to the study, the average expected expenditure in Italy for the discount period will be 185 euros, down by 15% compared to 219 euros in 2024. A clear sign of a more rational and careful approach to spending.
Several factors underlie this more measured attitude. On the one hand, the uncertain economic climate and rising cost of living are pushing many consumers to limit unnecessary purchases. On the other, there's a growing awareness of their needs and a desire to manage their budget more carefully.
Not by chance, over one in ten Italians declares to have established a precise budget to avoid impulsive spending, while a quarter of those interviewed said they plan to shop early to take advantage of the best deals. In short, rationality and planning now seem to prevail over impulse and emotion.
The ally of savings
Artificial Intelligence also seems to be making an impact: AI is an ally in saving money. In this context, technology is playing a growing role. Artificial Intelligence is establishing itself as a true friend for those seeking to save money: 66% of Italian consumers say they use AI-based tools to find discounts, promotions, and benefits like free shipping or loyalty programs. AI thus becomes a digital guide capable of simplifying purchasing decisions and helping people optimize their spending, transforming itself into a sort of "personal savings assistant."
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