Nordic Black Friday Report 2025: Shoppers Drive Shift Toward More Transparent, Value-Focused Retail

For the first time, Prisjakt – the leading price and product comparison platform in the Nordics – presents the Nordic Black Friday Report: a comprehensive analysis of shopping behaviour across Sweden, Norway, and Finland. The report takes the pulse of Nordic consumers’ purchasing power and intentions ahead of the year’s biggest retail event.

Based on surveys of more than 3,000 consumers, the findings reveal a region of eager yet mindful shoppers. 46% of Finns, 37% of Norwegians, and 32% of Swedes plan to shop during Black Friday 2025. Online shopping continues to dominate, particularly in Sweden and Norway, while Norwegians still stand out for their preference for in-store purchases.

– Nordic consumers are digital, informed, and value both price and conscious shopping. Black Friday remains an important retail moment, but today’s shoppers want reassurance that discounts are genuine and that the experience is seamless, says Isabella Ahmadi, Consumer Expert at Prisjakt Sweden.

Falling on November 28 this year, Black Friday continues to be a key moment for deal-hungry consumers. On average, shoppers in the region consider a 50% discount to be truly attractive. Besides price, there are other factors that attract consumers. Free shipping, easy returns, and loyalty program perks are powerful triggers that enhance the overall value experience.

From TikTok to TV: How consumers want to be reached

Consumers show clear preferences for how they want to receive campaign information. Retailers’ own websites and newsletters are the most preferred channels. Price comparison sites are particularly popular in Sweden and Norway. Finnish shoppers, on the other hand, respond more strongly to TV and streaming ads.

– Understanding local nuances is essential for brands and retailers who want to break through the noise during Black Friday. Younger consumers, in particular, are driving change. Social platforms like TikTok and Instagram are now key parts of the shopping journey, says Liisa Matinvesi-Bassett, Country Manager at Hintaopas Finland.

Black Friday is evolving – and consumers lead the change

For Prisjakt, the report marks the launch of a new Nordic initiative aimed at analyzing the region as a unified market. While many trends are shared across borders, important differences also stand out between countries.

– Black Friday remains a defining moment for retailers – but its meaning is evolving. Nordic consumers are driving the shift toward transparency, value, and trust, pushing the industry to rethink pricing and how AI is used to personalise experiences. By making consumer insights accessible, we help local and global actors navigate economic uncertainty, meet rising expectations, and strengthen the retail ecosystem, says Peter Greberg, CEO of Prisjakt.

Prisjakt's CEO Peter Greberg

The Nordic Black Friday Report 2025 is based on online surveys conducted in September 2025 by Prisjakt Sweden, Prisjakt Norway and Hintaopas in collaboration with research firms Opinion and Bilendi. Each survey included at least 1,000 nationally representative respondents aged 18–79 in Sweden, Norway, and Finland.