|
More |
The same amount |
Less |
Not at all |
Argentina |
42% |
30% |
12% |
17% |
Australia |
39% |
34% |
6% |
21% |
Austria |
35% |
40% |
11% |
15% |
Brazil |
50% |
33% |
9% |
8% |
Canada |
39% |
42% |
7% |
12% |
China |
22% |
58% |
9% |
11% |
The Czech Republic |
28% |
46% |
9% |
17% |
France |
33% |
41% |
9% |
17% |
Germany |
38% |
36% |
9% |
18% |
India |
35% |
34% |
17% |
13% |
Italy |
21% |
57% |
10% |
12% |
Malaysia |
21% |
34% |
14% |
32% |
Morocco |
33% |
33% |
19% |
15% |
The Netherlands |
28% |
37% |
10% |
25% |
Nigeria |
63% |
21% |
12% |
4% |
Poland |
25% |
49% |
10% |
16% |
South Africa |
47% |
29% |
10% |
15% |
Spain |
41% |
39% |
9% |
12% |
Sweden |
37% |
38% |
10% |
15% |
Thailand |
29% |
49% |
9% |
13% |
Turkey |
40% |
35% |
10% |
15% |
The UAE |
47% |
38% |
9% |
6% |
The UK |
36% |
38% |
9% |
17% |
The USA |
35% |
40% |
9% |
16% |
Global |
36% |
39% |
10% |
15% |
Europe |
33% |
41% |
10% |
16% |
Gen Z |
45% |
34% |
13% |
9% |
Millennials |
42% |
39% |
10% |
9% |
Gen X |
32% |
42% |
9% |
17% |
Baby Boomers |
23% |
41% |
9% |
27% |
Discounts and savings |
Exclusive |
Limited-time offers |
Early access to |
|
Global shoppers |
71% |
49% |
44% |
28% |
Gen Z |
67% |
50% |
48% |
29% |
Millennials |
69% |
50% |
46% |
30% |
Gen X |
74% |
48% |
41% |
27% |
Baby Boomers |
76% |
47% |
38% |
24% |
Electronics |
Clothing |
Footwear |
Home furnishings |
Sport, leisure & hobby items |
Cosmetics & beauty products |
Toys or games |
Household products |
||||||||||
|
|
|
|
|
|
|
16% |
Argentina |
41% |
Australia |
55% |
Austria |
34% |
Brazil |
38% |
Canada |
48% |
The Czech Republic |
70% |
France |
29% |
Germany |
44% |
India |
41% |
Italy |
73% |
Malaysia |
38% |
Morocco |
66% |
The Netherlands |
52% |
Nigeria |
35% |
Poland |
74% |
South Africa |
34% |
Spain |
53% |
Sweden |
47% |
Thailand |
30% |
Turkey |
65% |
The UAE |
53% |
The UK |
63% |
The USA |
49% |
Global |
50% |
Europe |
39% |
Gen Z |
56% |
Millennials |
54% |
Gen X |
46% |
Baby Boomers |
38% |
Social shoppers |
56% |
Sustainable shoppers |
55% |
Cross-border shoppers |
54% |
Refurbished shoppers |
54% |
Subscription shoppers |
65% |
Meet the Black Friday shopper
Want to sell to today’s Black Friday shoppers? Start by understanding where they buy, how they shop and what really makes or breaks the sale with these shoppers.
Real voices influence their choices – they are the most influenced by customer reviews on social media (64%). Their temptation to shop when offers are available goes beyond Black Friday, with 52% saying they shop more when they receive an offer or discount code from a retailer.
Head to page 57 of the 2025 E-Commerce Tends Report to access the full infographic
All stats and figures are taken from the DHL eCommerce Online Shopper Survey conducted between February and March 2025. Respondents were required to have made at least one purchase online within the three months prior to the survey. 70+ questions were asked to 24,000 respondents across 24 countries (1,000 per country) with an equal split across demographics – where possible. The countries chosen for this survey represent some of the most active e-commerce markets across the globe. Where percentages do not equal 100%, this is due to certain questions having multiple-choice options. Where there is a deviation of percentages over 100%, this is due to rounding of answer options. Not all data from the survey is displayed on this page. Country, regional, generational, and shopper profile data is provided, but this does not reach a level of statistical significance to make definitive statements about specific groups globally. Figures are correct at the time of publishing.
