The countdown to Black Friday has begun – how are European consumers preparing?Watch on demand

Black Friday and Cyber Monday remain key moments on the retail calendar—but is shopper enthusiasm shifting, and will economic pressures weigh on consumer spending? Younger adults continue to drive participation, while many consumers are growing more cautious, citing financial concerns, misleading discounts, and worries about product quality.

In this exclusive webinar, our retail experts share a first look at findings from our latest report Black Friday & Cyber Monday Outlook 2025, giving you actionable insights ahead of the most critical shopping days of the year.

Together we explore:

  • Who plans to shop and how much they’ll spend this season
  • Consumer attitudes toward Black Friday and Cyber Monday offers
  • Generational and shopping category breakdowns to sharpen your targeting
  • The most effective marketing channels to reach today’s shoppers
  • The role of AI in shaping consumer expectations and shopping experiences
  • Which brands generated the most buzz last Black Friday

Backed by European survey findings, these insights will help marketing and insights professionals understand shifting consumer behaviors and their impact on the holiday season.

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Meet the speakers

Speakers webiar retail

Richard Moller, Research Director, YouGov

Richard Moller, is a Research Director within the Consumer team. He has 20+ years of research experience working within both large and small research agencies but spent over 11 years of these at YouGov. He works across a multitude of sub-sectors within Consumer, utilizing a plethora of methodologies to effectively meet the needs of clients including health trackers, segmentations, and market assessments.

He enjoys going beyond the core results of studies, seeking to complement them with contextual findings to strengthen the narrative.

Daniela Loeck, Research Partner, YouGov

Daniela Loeck is a Research Partner within the German Research team. She brings over 13 years of research expertise, having collaborated with both major corporations and smaller clients. A significant portion of her career—more than 9 years—was spent at YouGov. Her experience spans a wide range of consumer sub-sectors, where she applies diverse methodologies tailored to client needs, including brand health tracking studies, segmentation analyses, and market evaluations.

She is passionate about uncovering deeper insights beyond the core findings, enriching the story with contextual data to deliver a more compelling and comprehensive narrative.

Petra Plaza, Global Project Manager, YouGov

Petra Plaza, Global Project Manager YouGov Spain, Petra Plaza joined the YouGov team three years ago. Petra Plaza has accumulated more than 25 years of experience, working for industry giants such as Dentsu/Carat and Nielsen, becoming an expert in research projects, audience analysis, communication and media management, as well as coordination and management of international tools and projects.

YouGov

YouGov is a global market research and analytics company, providing insights into what the world really thinks, does, wants and buys.

To do so, we connect daily with our engaged members around the world to gather their thoughts, behaviors, and opinions. This commitment to real-time interactions with real people enables us to ensure that our research data is powered by reality.

As a YouGov member, your opinions and behaviors are valued and rewarded. Whether you’re answering questions or scanning your shopping, the data you share helps companies, brands, and governments to better understand your reality and make decisions that support your needs.

YouGov /Research Reality