A new survey from Accenture shows consumers are heading into peak season more prepared, more intentional, and more value-driven than in previous years.
What’s shifting this year:
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Early planning is now the norm: Shoppers want structure before promotions begin.
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Lists curb impulse buying: Consumers focus on meaningful, pre-selected items.
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Clarity beats chaos: With cost pressures ongoing, households seek simple, transparent choices.
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Deals matter but timing matters more: Early visibility strongly influences what makes the shortlist.
As Black Friday approaches, the insight is clear: being present before the rush is now a strategic advantage, with early engagement shaping what ends up in the basket.
We continue to track these shifts closely. If you want to stay ahead of evolving shopper behaviour across Europe, follow ELMA for weekly / daily insight updates and market trends from all 18 member countries.