Black Friday is a biggest holiday shopping season in the United States and has been regarded as a great opportunity for retailers to increase their sales. Through the years, this practice has been extended to other countries in the world. Although its global widespread, there has been a lack of research attention to consumers’ attitudes toward and behaviors during Black Friday. In 2016 for the first time the Black Friday practice was introduced in Greece. Therefore, the purpose of the study was to study the behaviors, attitudes and intentions of Greek consumers towards Black Friday. Moreover, the objective of this research was to understand differences between shoppers on Black Friday and non-shoppers and to suggest how retailers can harness these differences in terms of marketing. The online survey research method was used and data was gathered from 540 consumers. The results of the study show that there was limited knowledge and information among consumers on the Black Friday practice. Moreover, the findings show that only 1/3 of consumer participate in Black Friday sales indicating that Greek consumers did not respond as retailers probably expected. Finally, the reasons for the low participation rates as well as future consumer intentions are presented.
- Black Friday
- Consumer attitudes
- Consumer behavior
- Future intentions
- Online shopping
This is a preview of subscription content, access via your institution.
Tax calculation will be finalised at checkout
Purchases are for personal use onlyLearn about institutional subscriptions
Bell, G. C., Weathers, M. R., Hastings, S. O., & Peterson, E. B. (2014). Investigating the celebration of Black Friday as a communication ritual. Journal of Creative Communications, 9, 235–251. doi:10.1177/0973258614545019.
El Pais. (2015). Spain embraces Black Friday. Stores sign up en masse for US-imported sale day, though its business impact is still unclear. http://elpais.com/elpais/2015/11/27/inenglish/1448619676_644097.html
Grannis, K. (2014). Thanksgiving weekend shopping by the numbers. Retrieved November 30, 2016, from https://nrf.com/news/thanksgiving-weekend-shopping-the-numbers
Horovitz, B. (2009, November 26). To get a jump on Black Friday, stores open on Thanksgiving. USA Today. Retrieved November 30, 2016, from http://www.usatoday.com/money/industries/retail/2009-11-25-openthanksgiving25_ST_N.htm
Katz, M. (2008, November 19). Black Friday calls for a strategy session. The New York Times. Retrieved from http://www.nytimes.com/2008/11/20/technology/personaltech/20basics.html
Thomas, J. B., & Peters, C. (2011). An exploratory investigation of Black Friday consumption rituals. International Journal of Retail and Distribution Management, 39(7), 522–537.
Editors and Affiliations
© 2017 Springer International Publishing AG
About this paper
Cite this paper
Tsiotsou, R.H. (2017). “Black Friday”: Attitudes, Behavior and Intentions of Greek Consumers. In: Martínez-López, F., Gázquez-Abad, J., Ailawadi, K., Yagüe-Guillén, M. (eds) Advances in National Brand and Private Label Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-59701-0_2
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-59700-3
Online ISBN: 978-3-319-59701-0