Black Friday‘s arrival in Slovakia continues to be met with a mix of anticipation and skepticism, as roughly one-third of consumers plan to participate in the annual sales event. While the American import has gained traction over the past decade, a recent survey by NMS Market Research reveals that less than half of Slovaks believe the advertised discounts are genuine. This year’s shopping season comes amid ongoing concerns over inflation and household budgets, prompting consumers to carefully weigh the potential benefits of Black Friday deals.
BRATISLAVA – Black Friday is here again, raising the perennial question for consumers: is it worth the hype? A recent online survey indicates that roughly one-third of the Slovak population intends to take advantage of Black Friday deals this year. However, enthusiasm isn’t evenly distributed, with younger members of Generation Z eagerly anticipating discounts while older consumers remain considerably more skeptical.
Black Friday, traditionally an American shopping holiday, has become for many a symbolic kickoff to the holiday shopping season. In Slovakia, the trend gained traction approximately a decade ago, with both online and brick-and-mortar retailers competing to offer the most attractive promotions. The event’s growing popularity reflects a broader trend of cross-border retail influences and the increasing importance of promotional periods for driving consumer spending.
Slovak Consumers Remain Wary of Discounts
Despite one-third of Slovaks planning to shop during Black Friday, overall confidence in the authenticity of discounts remains relatively low. Only 42 percent of respondents believe the discounts offered are genuinely advantageous, while over a third are skeptical. Men and older consumers are particularly doubtful, according to research from NMS Market Research.
“This skepticism is likely a result of numerous experiences with ‘pseudo-discounts,’ where retailers raise prices before Black Friday to then offer seemingly beneficial deals,” notes Denisa Lakatošová, an analyst at NMS.
(Source: NMS Market Research Slovakia)
Electronics Offer the Biggest Potential Savings
Slovak shoppers who have previously participated in Black Friday sales view electronics as offering the best value. This sentiment is particularly strong among men. Women agree, but also include clothing, footwear, and cosmetics on their list of worthwhile purchases. A further third of consumers highlight discounts on household appliances, while another fifth, primarily women, appreciate promotions on perfumes and cosmetic products.
While Black Friday originally signaled the start of Christmas gift shopping, today’s consumers also use it as an opportunity to treat themselves. The survey data shows that people are almost as likely to spend money on themselves as they are on close family members.
(Source: NMS Market Research Slovakia)
Younger generations are leading the charge into Black Friday shopping. A significant 57 percent of Generation Z respondents plan to shop during the event, considerably higher than the average. “Generation Z grew up in the age of digital shopping and views Black Friday as a natural part of the year. They combine high online literacy with economic pressures – they know how to compare prices in real-time, but also have limited budgets. For them, Black Friday is a unique opportunity to acquire electronics or branded clothing that they otherwise couldn’t afford,” adds Lakatošová from NMS. This trend underscores the growing influence of digitally native consumers on retail strategies.
The online survey included 1,002 respondents. Data collection took place on a representative sample of the online Slovak population aged 18+ from October 1st to October 5th, 2025.
