Black Friday 2026 could bring record sales of around RON 3 billion this year, up by 10% compared to last year, but for the same number of products or even fewer, despite a 5% decline in consumption in the first eight months of 2026, according to a Frames analysis published on Wednesday, October 28.
This year, seven out of ten Romanians said they prepared a budget for Black Friday. Frames representatives explained this interest by the fact that more and more Romanians are concentrating purchases they have postponed for months and protecting themselves against upcoming price increases.
“Black Friday 2026 will generate sales of around RON 2.8–2.9 billion over the course of November, or approximately EUR 520–550 million. This would be a new nominal record, with an increase of 7–10% in lei compared to last year. The pace is in line with the expectations of major retailers: eMAG is counting on exceeding the RON 1 billion threshold in a single day, with an increase of 5–12%,” according to estimates made by Frames consultants cited by News.ro.
Most of the growth comes from price changes, not quantities. With inflation at 6.6%, an increase of 7–10% in lei means stagnation in real terms. In euros, the increase is even more modest because the leu has depreciated over the past year, and the euro has exceeded RON 5.34.
The number of products sold could be close to last year’s level or even lower, the Frames analysis stated.
Analysts estimated that the average order value will rise to RON 450–500, driven by higher prices and installment financing for expensive products. More than 70% of orders will be placed by phone, a new all-time high.
“The difference compared to previous years is that people are no longer buying on impulse, but based on lists prepared weeks in advance. The campaign has become a financial survival tool: you buy now what you needed anyway, before it becomes more expensive,” explained Adrian Negrescu, Frames manager.
An MKOR study conducted among 1,000 Romanians aged between 18 and 55 showed that 70% intend to shop during the campaign, compared to 62% last year and 57% in 2023 and 2024. The declared average budget was around RON 2,100, and 86% of respondents had set it in advance.
Household appliances and electronics remain at the top of wish lists, accounting for 51% of purchase intentions, followed by IT products (37%), clothing and accessories (30%), and cosmetics (27%). Women are mainly looking for clothing, household products and cosmetics, while men are interested in IT, gaming and automotive products.
According to Frames analysts, the greatest risk for consumers is making purchases out of fear of missing out on a deal rather than out of need. Meanwhile, “interest-free” loans offered by some non-bank financial institutions may conceal high fees and penalties for the first late payment.
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