At the end of each November, Black Friday fever takes over brands and consumers. But behind the massive reductions and sales records, the phenomenon divides. In 2025, between persistent inflation, purchasing power under pressure and ecological issues, the French are approaching the event with as much caution as curiosity.
1/ A meeting that is essential… with nuances
Born in the United States in the 1960s, Black Friday is now firmly anchored in the French commercial calendar. According to a Kantar study published in October 2025, nearly 7 in 10 French people plan to take advantage of promotions this year, a figure down slightly compared to 2023 (74%).
The reasons? Promotional fatigue and growing distrust of discounts sometimes considered artificial.
However, brands continue to bet big. According to the GfK firm, Black Friday 2024 generated more than 6.2 billion euros in turnover in France, all categories combined, a record driven by e-commerce and electronics. In 2025, distributors expect a slight slowdown, but hope for a rebound thanks to the stabilization of inflation and the improvement in household morale in the second half.
2/ Purchasing power, arbiter of the game
Black Friday falls this year in a context where purchasing power remains the primary concern of the French. According to a study by the Cetelem Observatory (September 2025), 62% of households say they have reduced their non-essential spending over the past year.
For many, Black Friday therefore becomes a way to plan “useful” purchases, particularly in anticipation of Christmas: household appliances, tech products, fashion or toys.
Large platforms, such as Amazon, Cdiscount and Fnac-Darty, have also adapted their offers accordingly. “Consumers are now looking for durability and reliability as much as price,” notes an analysis from NielsenIQ. In short: the race for the biggest discount is gradually giving way to a search for “good purchases” rather than “bargains”.
3/ The other side of the coin: the ecological footprint
Faced with the promotional wave, the protest is gaining ground. For three years, the #MakeFridayGreenAgain movement, initiated by the En Mode Climat collective, has continued to grow. In 2025, nearly a third of French fashion brands have chosen not to participate in Black Friday, according to an IFM-Première Vision survey.
Environmental issues are becoming central. According to ADEME, Black Friday online sales generate more than 1.2 million tonnes of CO₂ equivalent in France each year, including express deliveries and returns.
Some brands, such as Decathlon or Nature & Découvertes, now offer alternatives: repairs, reconditioned, donations to associations.
“Black Friday is no longer just a commercial highlight. It has become a societal marker: it reveals our relationship to consumption”, observes sociologist Nathalie Damery, co-founder of the Society & Consumption Observatory.
4/ E-commerce remains king, but stores are defending themselves
In 2025, nearly 75% of Black Friday purchases in France should be made online, according to Fevad. Large sites rely on logistics and fast deliveries, while physical stores seek to reconquer the ground.
Some brands have decided to play the customer experience card: events, exclusive offers in store, or private sales before the big day.
Local commerce is not completely excluded from the movement. Local initiatives, notably in Lille, Lyon and Nantes, have launched “Green Friday” or “Local Friday”, inviting consumers to support regional artisans and producers.
5/ A barometer of French consumption
Black Friday 2025 acts like a mirror: it reflects the state of mind of a society in transition. The French want to take advantage, but without excess. Buy smart, but not at all costs.
For brands, the challenge is clear: reconciling purchasing power, transparency and responsibility.
According to a recent Deloitte study, 56% of French consumers say they are willing to pay a little more for a sustainable or local product, even during Black Friday. A sign that the frenzy of sales could gradually give way to more reasoned consumption.
Black Friday remains an essential commercial holiday, but it no longer has the same flavor as it did five years ago. In 2025, France is moving forward at two speeds: between those who see in these promotions a breath of fresh air for their budget, and those who read in them the excesses of a model running out of steam.
One thing is certain: the French consumer has become more aware, more demanding and perhaps a little wiser.
