Online was the favorite purchase channel during Black Friday in Spain in 2024, with more than half of survey respondents planning to shop exclusively digitally. An omnichannel purchase experience was preferred among Spanish consumers over one exclusively in physical stores.
Is Black Friday big in Spain?
Black Friday is a well-known event in Spain. The European country had one of the highest awareness rates of the mega sales event, with more than ** percent of Spaniards knowing about it. The popularity of Black Friday in Spain is surpassed by the USA, where awareness is the highest, by only * percentage points.Â
Spending behavior during Black Friday
Black Friday was not only well-known in Spain, but also led to purchase decisions. Roughly half of consumers planned to buy something during the event in 2023. The online channel experienced particularly high growth, with the number of online transactions at Amazon almost doubling in 2023 during the mega sales event. More than half of buyers intended to spend at least *** euros during Black Friday, and only * percent less than ** euros. Among buyers, men expected to spend more than women during the 2023 event.
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El Observatorio Cetelem. (November 11, 2024). Distribution of retail shoppers during Black Friday in Spain in 2024, by purchase channel [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 29, 2026, from /statistics/1537705/black-friday-shopping-by-purchase-channel-in-spain/
El Observatorio Cetelem. "Distribution of retail shoppers during Black Friday in Spain in 2024, by purchase channel ." Chart. November 11, 2024. ÌÇÐÄÆƽâ°æ. Accessed July 29, 2026. /statistics/1537705/black-friday-shopping-by-purchase-channel-in-spain/
El Observatorio Cetelem. (2024). Distribution of retail shoppers during Black Friday in Spain in 2024, by purchase channel . ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 29, 2026. /statistics/1537705/black-friday-shopping-by-purchase-channel-in-spain/
El Observatorio Cetelem. "Distribution of Retail Shoppers during Black Friday in Spain in 2024, by Purchase Channel ." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 11 Nov 2024, /statistics/1537705/black-friday-shopping-by-purchase-channel-in-spain/
El Observatorio Cetelem, Distribution of retail shoppers during Black Friday in Spain in 2024, by purchase channel ÌÇÐÄÆƽâ°æ, /statistics/1537705/black-friday-shopping-by-purchase-channel-in-spain/ (last visited July 29, 2026)
Distribution of retail shoppers during Black Friday in Spain in 2024, by purchase channel [Graph], El Observatorio Cetelem, November 11, 2024. [Online]. Available: /statistics/1537705/black-friday-shopping-by-purchase-channel-in-spain/
