Black Friday is built around discounts, but a lower advertised price does not always mean a better deal.
According to TGM E-commerce Insights 2026, 70% of consumers say the best overall price is a top factor when shopping online, based on responses from 7,077 consumers across seven markets.
Yet price is not the only consideration. Data from TGM StatBox shows that free or low-cost shipping, fast delivery, and reliable returns can also influence how shoppers evaluate an offer.
The data points to a broader view of value. While getting the best overall price remains the top priority, shoppers also consider what comes with the purchase.
This matters during Black Friday, when consumers are often comparing multiple offers that look similar on the surface. A lower shipping cost or faster delivery can make one offer more appealing, even when product prices are close.
Italy offers a useful market-level example, where other purchase conditions also shape how shoppers evaluate an online offer. 71% of Italian shoppers place strong importance on overall price, and shipping fees rank second.
The same pattern appears among younger shoppers.
For consumers aged 18–24 in 7 countries we surveyed, securing the best overall price is the top priority when shopping online, followed by free or low-cost shipping and fast delivery (same-day/next-day).
For Gen Z, price leads the decision, but shipping and delivery also shape how attractive an offer feels. Taking a closer look at Italian consumers again, we can see that pattern more clearly:
For brands, this changes how Black Friday offers should be presented. The question is not only “How much are we discounting?” but “Does the shopper see this as the better overall deal?” A competitive overall price is rarely just about a lower price tag. This year, it is often stacked with perks like free shipping and same-day delivery to complete the deal.
In today's Black Friday landscape, sharp discounts may drive clicks, but overall value seals the deal. Brands that combine product savings with zero-cost shipping or easy returns can stand out over those relying solely on price cuts.
Read more to explore how online shopping habits differ across countries.
Black Friday shoppers are comparing complete packages, not just price tags. See new TGM Research data on what truly drives online purchases across global markets.
The TGM E-commerce Insights 2026 study is based on a large-scale quantitative survey conducted across multiple countries worldwide, designed to capture consumer shopping patterns, user frequency, and decision drivers in 2026. The study provides comparable, country-level data to support market assessment, localization, and strategic planning for e-commerce platforms, retailers and brands.
Data Weighting: Results have been weighted to reflect national demographics for accurate market representation.
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