Black Friday, Cyber Monday popularity stagnating in Netherlands

The popularity of the shopping days Black Friday and Cyber Monday is stagnating in the Netherlands. However, consumer purchases throughout November are still rising, according to an analysis conducted by ABN Amro with market researcher Q&A Retail. Additional research is being conducted into consumers’ willingness to buy on Black Friday, which is happening on Friday, and the figures may vary.

As in previous years, the two companies surveyed 2,000 people. This year, 60 percent of consumers expect to make a purchase. This is only slightly different from the 59 percent who said the same in 2024. The research also showed that 47 percent actually bought something last year.

The research agency NielsenIQ also conducted a survey. This year, 10 percent of respondents said they would definitely buy something, while 38 percent said they might. According to NielsenIQ, 28 percent of Dutch people made a purchase during Black Friday last year. These percentages are lower than in the other study, but according to NielsenIQ, they indicate a confirmation of a strong foothold in purchasing behavior.

Black Friday, the day after Thanksgiving, began as a one-day shopping frenzy in the United States. The following Monday was dubbed Cyber Monday because of the many discounts offered by online stores. These days, the offers are no longer limited to the United States or the two indicated days.

Retailers are capitalizing on Black Friday much earlier, partly because parcel delivery services would otherwise be overwhelmed by the busy end-of-year period.

“We almost call it a Black Month these days,” said NielsenIQ researcher Marten Suurmeijer. According to him, 5 percent of Dutch consumers had already made a Black Friday purchase by November 15.

The spread of the discount period is also reflected in spending: on Black Friday last year, iDeal processed fewer online payments for the first time, totalling approximately 5.8 million, down over 18 percent compared to the previous year. At the same time, the total number of online purchases made via iDeal throughout November last year increased by 7.5 million to 41.2 million.

There are also many people who are critical of Black Friday. According to ABN AMRO, almost half of the respondents in its survey believe the sale festival leads to overconsumption. Furthermore, a large group of consumers said they only buy something when they really need it, rather than being tempted by promotions.