In Czechia, a quarter of people are preparing for Black Friday. Gen Z is mainly going for new electronics
Half of Czechs have already taken advantage of Black Friday discounts at least once. Regular shoppers during these sales are mainly Generation Z, who also have the biggest plans for this year’s purchases. This year, 45% of Gen Z plan to shop on Black Friday, which is 18 percentage points higher than the general population. People most often use discounts for electronics and home appliances, and the youngest generation is no exception: 8 out of 10 Gen Z plan to buy electronics.
Black Friday is a global shopping phenomenon that traditionally falls on the day after the American Thanksgiving holiday. Originating in the United States, the custom has spread worldwide, including to the Czech Republic. However, it does not create a shopping frenzy among Czechs. This year, 27% of Czechs plan to shop during Black Friday sales, while another 17% were undecided at the beginning of November.
Shopping will mainly be done by younger generations. Among Gen Z, up to 45% plan to shop on Black Friday. Interest in sales decreases with age, dropping to just 14% among the Baby Boomer generation.
“For Czechs, late November discounts are more of an occasional opportunity that comes their way. Only 7% regularly shop during Black Friday, while another 44% have taken advantage of these sales a few times in the past. However, only one in four plans purchases in advance,” commented Lucie Režná, the author of the study. She added, “Czechs like to use discounts — half of the population considers them advantageous. But it’s not the case that purchase decisions are made purely around this shopping event.”
People will flock to electronics stores
Generation Z, in particular, considers Black Friday purchases worthwhile, with 66% labeling them as definitely or rather advantageous. Shoppers are mainly heading to electronics and home appliance stores. Two-thirds of respondents (67%) stated that electronics are the most worthwhile purchase, a view shared by 81% of Gen Z.
People also shop for clothing, footwear, cosmetics and perfumes, toys, and even books.
“Women mostly take advantage of clothing and cosmetics sales, while men buy sports equipment. Similarly, electronics appear on shopping lists mainly for men — 20 percentage points more than for women,” added Lucie Režná from NMS.
Discounts as an opportunity for Christmas gifts: mostly shopping for family
Black Friday marks the start of pre-Christmas shopping. More than 8 out of 10 people planning to shop during this year’s Black Friday do so primarily for their immediate family, rather than for themselves. Similar trends are seen across all age groups, for both men and women. Less than half of respondents (47%) plan to shop for their own needs, with Gen Z standing out slightly at 62% shopping for themselves.
Those buying gifts for close family members most often shop for toys, cosmetics and perfumes, or books. Books are also most often purchased by those planning to buy for friends and acquaintances during Black Friday.
“Even though Czechs are generally highly oriented towards discounts, Black Friday does not reach the same level of popularity here and is more of a normal part of pre-Christmas shopping. In the US, this sales wave has a long tradition, and customers wait for it intentionally, with higher discounts than we usually see. In contrast, Czechs often show skepticism towards this ‘holiday’. They suspect retailers of artificially inflating original prices, find the discounts insufficiently attractive, or see year-round ‘Black Friday’ promotions. That makes the end of November nothing special in this regard,” commented Stanislav Radocha, an NMS expert on shopping trends.
“Still, many are happy when they come across an interesting discount. We are really talking about less routine purchases in categories like electronics, clothing, or gifts. Attempts by grocery chains to offer Black Friday-style discounts usually do not generate much interest,” he added.
Slovaks plan to shop less for family and more for themselves
Among Slovak neighbors, Black Friday shopping is slightly more popular. 31% plan to use discounts, 4 percentage points higher than in the Czech Republic. Slovaks are more likely to shop for themselves. While in the Czech Republic 47% do so, in Slovakia it is 64%.
Czechs and Slovaks also differ in which products are considered worth buying during Black Friday sales. In the Czech study, 67% of people consider electronics a worthwhile purchase, compared to only 56% in Slovakia. While 20% of Czechs shop for toys, only 14% of Slovaks do. After electronics, Slovaks put clothing and footwear second (43%), home appliances third (34%), and cosmetics and perfumes fourth (21%).
Methodology
The online survey included 1,014 respondents. Data were collected from a representative sample of the Czech online population aged 18+ via online questionnaires from October 31 to November 3, 2025.
The Slovak part of the online survey included 1,002 respondents. Data were collected from a representative sample of Slovaks aged 18+ via online questionnaires from October 1 to 5, 2025.
Contact for media
Lucie Režná, NMS– [email protected], +420 724 950 557
About NMS Market Research
NMS Market Research is a research agency with over 20 years of history. In addition to market research, which it provides to hundreds of clients worldwide, it also studies political and social issues. In addition to the Czech Republic, it operates in other countries in Europe and Asia. NMS is a member of the international organization ESOMAR and national organization SIMAR.