Turkish baskets are more expensive! We've outperformed Europe in shopping.

According to research firm PwC's second annual "Legendary Friday Dossier 2025" study, which covers France, Germany, Italy, Ireland, and Turkey, 87% of Turkish consumers shop during the November sales period . Turkish consumers, projected to spend more than European consumers this year, as they did last year, plan to spend an average of €320. The study, which also shows the increasing influence of social media, television ads, and influencers, measured the spending plan at €268 in Europe.

Fifty-three percent of consumers in Turkey plan to shop with a brand they first purchased from last year again this year, demonstrating a much stronger loyalty trend compared to Europe. 43% of respondents plan to shop in installments. Payment deferrals, such as "buy now, pay later," influence purchasing decisions. Turkey is adopting AI for shopping faster than Europe, with this rate being 13% in Turkey and 9% in Europe.

The report found that 60% of respondents in Türkiye said they were more careful and planned with their spending this year. This figure was 53% in 2024. The percentage of those who said, "I don't believe I've found a real opportunity," dropped from 25% to 20%.

The key findings of the research are as follows:

• In Türkiye, 31% of consumers say they follow ads in their social media feeds. This figure was 16% in 2024.

• Stock shortage stands out as one of the factors that most negatively impacts the shopping experience in Türkiye, with 26 percent.

• 82 percent of consumers in Türkiye plan to buy all or some of their New Year gifts during the Black Friday / November sales.