The promotional days remain controversial. For 62%, Black Friday offers deals at low prices, for 30% Black Friday is unnecessary. However, the inflation crisis plays into the hands of the campaign days. 48% of Austrians (aged 16-74) use Black Friday to hunt for bargains, slightly more than in the previous year (46%).

Online remains the dominant shopping channel compared to the previous year, although there is a slight shift in shopping preferences towards offline retail this year. The planned spending on Black Friday promotions will increase from around € 430 million in the previous year to a forecast of around € 450 million.

"Black Friday is and remains controversial - both among consumers and retailers. It won't be possible for domestic retailers to win a flower pot this year anyway, as the campaignitis surrounding Black Friday will further damage already declining margins," says Dr Ernst Gittenberger, summing up the latest analysis results from the Institute for Retailing, Sales and Marketing (IHaM).

"Promotional days such as Black Friday naturally stimulate purchases, but the question for retailers is at what price? Especially in times of high cost increases and the associated falling margins, the collateral damage of too many promotional days should not be underestimated. However, due to the high profile of the campaign days and the high advertising pressure in the run-up, it is difficult for domestic retailers to completely avoid Black Friday," points out Prof. Dr Christoph Teller (Head of the Institute).