Black Friday – Student Shopping Habits

🛍️Black Friday for Students: Habits and Trends

 

Black Friday has become an unmissable event for Italian university students. According to a survey conducted by UniversityBox, the 89,54% of students intends to shop during Sale Week.

What do students buy?

College students have a clear preference for certain product categories during the November Sale:

  • 52,32% → Electronics (e.g. smartphone, laptop, headphones)

  • 18,21% → Clothing

  • 13,25% → Books (university texts or novels)

Other sectors, such as gaming, sports & fitness and furniture, are less popular among students.
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Black Friday Students: Payment Methods Used

  • 69,08% → Credit or debit cards

  • 24,10% → PayPal

  • 72,69% → Payment plans in installments (e.g. Klarna, Scalapay)

How are purchases financed?

  • 49,59% → Support from parents

  • 34,96% → Personal savings

  • A smaller percentage works part-time to support themselves.

Medium Budget

Most students set aside a budget of between €100 and €300 favoring targeted purchases and convenient offers, especially for electronics and clothing.

Students' Favorite Ways to Shop for Black Friday 2025

Online commerce dominates students' choices:

  • 40,94% → Online marketplace (e.g. Zalando, ASOS)

  • 35,43% → Single-brand e-commerce (e.g. Nike.com, Apple.com)

  • 23,62% → Physical stores

These data confirm the growing trend towards digital shopping, which offers greater convenience and a wider choice of discounted products. 
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The Most Popular Brands

  • Amazon, Nike, Zara, Apple, Samsung…

These brands stand out for the quality of their products and the exclusive promotions they offer to students.

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