New research from the Competition and Consumer Protection Commission (CCPC) shows that social media influencers are playing a bigger role in shopping decisions during sales events, with nearly 30% of Black Friday shoppers likely to be influenced by their recommendations.
The figures are particularly striking among younger consumers. Among 15-24-year-olds, 40% say they’re likely to be swayed by influencer recommendations when shopping during Black Friday or Cyber Monday sales.
Almost a quarter of those surveyed admitted they’ve already made a purchase during a sale after seeing a deal promoted by a social media influencer.
Trust Issues Persist
Despite the influence of social media, there’s widespread scepticism about the legitimacy of Black Friday deals. Almost two-thirds (63%) of consumers surveyed don’t trust that pre-sale prices or percentage discounts shown during sales are accurate.
Interestingly, younger shoppers are more trusting. More than half (52%) of 15-24-year-olds believe the prices and discounts displayed are genuine.
This mistrust is affecting purchasing decisions. Of those who said they’re unlikely to shop during Black Friday or Cyber Monday, one in five cited mistrust in deals as the reason.
The Regret Factor
The research highlights a worrying trend around impulse buying. Almost three in four consumers made an unplanned purchase during a sale, and 60% of those who did so later regret it.
While price (93%) and the size of the discount (86%) were the main factors influencing purchases, almost two-thirds (64%) were swayed by the limited timeframe of sale prices—the classic “buy now or miss out” pressure.
Grainne Griffin, director of communications at the CCPC, urged shoppers to take their time: “Sales like Black Friday and Cyber Monday can put consumers under pressure to make fast purchasing decisions that they may not want to make. This can often lead to them spending more than they intended or buying something that they will later regret.”
What to Watch For
The CCPC is advising consumers to look out for advertising labels on influencer posts and do their own research before buying. Influencers are legally required to clearly indicate when their posts are commercial in nature and must not mislead consumers.
Since November 2022, retailers have been required to show discounts compared to the lowest price the product was on sale for in the previous 30 days. The CCPC continues to monitor compliance and has already issued its first compliance notices against several prominent influencers this year.
Looking ahead to this year’s sales, 39% of those surveyed expect to make a purchase during Black Friday or Cyber Monday, up slightly from 36% in 2024. However, anticipated spending has dropped from €431 last year to €334 this year.
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