Amstelveen, 21 November 2025 – Recent research by NielsenIQ among 12,500 respondents shows that Black Friday is firmly embedded in Dutch shopping behavior. Last year, 28% of Dutch consumers made a purchase during Black Friday. This year, 10% say they will definitely buy something, while 38% indicate they might make a purchase.
“Black Friday is no longer limited to just one day,” says Marten Suurmeijer, Senior Analyst at NielsenIQ. “We can speak of a Black Month now, including Cyber Monday.” By 15 November, 5% of Dutch consumers had already made a Black Friday purchase.
Popular product categories
Clothing tops the list, with 32% of consumers planning to buy apparel. Shoes follow at 19%. Books are also in demand: 13% say they intend to buy a book. Women are particularly interested in books, but notably, one in five Millennials and Gen Z consumers also plan to purchase a book. “For the book industry, these are encouraging figures for the future,” Suurmeijer adds.
Not everyone joins in
Nearly 40% of Dutch consumers do not plan to buy anything during Black Friday. The main reasons: they don’t need anything (61%) or find the commercial nature unattractive (44%).
Shopping ahead for December
Many consumers use Black Friday to shop ahead for the holidays. For example, 65% of toy buyers say they are purchasing for December. Fragrances (42%) and books (39%) are also frequently bought in advance.
Postponed big purchases
For larger items such as smartphones, laptops, and TVs, Black Friday proves to be the moment. About 60% say they need a new phone but will wait until Black Friday to buy it. For TVs and washing machines, this figure is around 50%.
Expected revenue growth
According to Niels van Steijn, Customer Success Lead Tech & Durables Netherlands at NielsenIQ, tech sales are expected to grow by 2-3% during Black Friday week (compared to 2024), adding more than €200 million in extra revenue compared to an average week.
Just like last year, we are already seeing strong sales increases in the weeks leading up to the actual Black Friday week, confirming once again that Black Friday effectively starts in early November.
With these figures, Black Friday seems to have firmly claimed its place in Dutch shopping habits. What began as a one-day discount event has evolved into a period where consumers shop strategically, from clothing and books to consumer electronics. Despite some skepticism among Dutch consumers, the appeal remains strong, especially among younger generations. With an expected extra €200 million in tech revenue, it’s clear that Black Friday is not only a consumer celebration but also an important economic driver.
About NIQ
NielsenIQ (NIQ) is a leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. Our global reach spans over 90 countries covering approximately 85% of the
world’s population and more than $7.2 trillion in global consumer spend. With a holistic retail read and the most comprehensive consumer insights — delivered with advanced analytics through state-of-the-art platforms — NIQ delivers the Full View™. For more
information, please visit www.nielseniq.com
