Black Friday hit record highs as shopping carts in the Baltic states surged by more than a third
This year’s Black Friday generated record activity across the Baltic states, with online spending rising by 27 per cent compared with an average day in November. The average shopping basket also saw a significant boost, rising 36 per cent year-on-year, according to Paysera, the payment processor for more than 13,000 e-shops.
"This year, shopping carts have grown noticeably. The average purchase value increased not just on Black Friday, but across the entire month of November. This suggests that people are planning their spending with more confidence and opting for pricier, more considered purchases," says Justina Šidlauskienė, CEO of Paysera LT.
The average amount spent per purchase – 82 EUR
Data from Paysera reveals that, during this year’s Black Friday weekend, the average online purchase reached 82 EUR, compared with 68 EUR last year.
The increase in average shopping cart value can also be attributed to broader economic trends. In recent years, Lithuania has experienced moderate but sustained inflation, which has driven up the prices of both goods and services, naturally raising the amount spent per transaction. At the same time, household incomes continue to grow and consumer confidence remains stable, encouraging shoppers to opt for higher-priced, longer-lasting, or higher-value items, particularly during discount periods.
Bank account payments are the preferred method
In the Baltic states, the most popular payment method continues to be payments initiated directly from a bank or payment platform account, accounting for 76 per cent of purchases during the Black Friday weekend.
Other payment methods were distributed as follows:
- 12% – via Paysera accounts.
- 3% – using bank cards.
- 5% – through Apple Pay and Google Pay.
- 4% – by other payment methods.
"Consumers are increasingly shopping on mobile devices, making it crucial for e-shops to offer modern payment options and a smooth mobile experience," emphasises J. Šidlauskienė.
Buy Now, Pay Later remains one of the most popular payment options
Shoppers continue to use the Buy Now, Pay Later (BNPL) option actively, although the average basket value has declined 15 per cent this year, to 527 EUR.
Black Friday is evolving into a month-long phenomenon
According to J. Šidlauskienė, shopping habits reveal another trend – most online purchases are made on weekdays.
"Interestingly, the highest activity is recorded on Mondays and Tuesdays, while traffic drops significantly over the weekend. This suggests that online shopping has become a regular part of everyday life: people browse and make purchases during work breaks or on their way to work, while reserving weekends for rest and screen-free leisure," comments the Paysera executive.
A significant date for the economy
Black Friday is considered the official start of the Christmas shopping season in many Western countries and one of the most important days of the year for retail. This year’s figures show that the trend is increasingly evident in the Baltic states as well.