PayU study: Romanians plan to spend around 7% more on Black Friday in 2026
Aurel Dragan02/11/2026 | 16:52
Romanians are preparing for Black Friday with larger budgets and are increasingly turning to high-value purchases, according to the latest study carried out by PayU Romania, the country’s leading digital payments provider. The estimated average budget for this year’s shopping is around RON 1,200, compared with RON 1,120 planned for 2025. At the same time, 36% of consumers intend to buy more expensive products, compared with 29% in a similar survey carried out last year. Meanwhile, 67% of Romanians have used artificial intelligence at least occasionally to search for or compare products and offers, but only 3 in 10 Romanians would feel comfortable entrusting payment to a virtual agent.
According to the PayU Romania survey, carried out in October 2026 on a representative sample of 1,005 respondents, interest in Black Friday remains high: 72% of Romanians intend to make online purchases during this period. The intention to buy is higher amongst people aged between 20 and 29 (79%) and between 30 and 39 (76%), as well as amongst those with a monthly income of over RON 8,000 (78%).
Price remains the main factor in Black Friday purchasing decisions. Half of consumers planning to make purchases during this period (50%) say they are looking to find the best deals and the lowest prices of the year. At the same time, 51% cite the final price of the product, whilst 44% mention the size of the discount amongst the factors influencing their decisions.
The data also reveals a pragmatic approach to shopping: 34% of consumers are taking advantage of this period to buy products they had already intended to purchase, whilst 33% want to make the most of the discounts to buy festive gifts.
Although the estimated average budget for Black Friday 2026 stands at around 1,200 lei, the amounts planned vary according to income. Thus, people with monthly incomes of over RON 8,000 estimate a budget of over RON 1,500 – more than twice that of people with incomes below RON 3,000, who intend to spend just over RON 700.
The most sought-after product categories are IT&C, fashion and accessories, and beauty and health. IT&C products, such as mobile phones, laptops, gadgets and small electrical appliances, are targeted by 48% of respondents, followed by fashion and accessories (45%) and beauty and health (43%t).
Almost half of Romanians will pay online by card on Black Friday 2026
Online card payments remain the top choice for Black Friday shopping this year too, preferred by 48% of respondents – a figure similar to that recorded in 2025.
In contrast, cash on delivery is losing ground: its share falls to 23% in 2026, down from 28% in 2025, according to PayU data collected during the same period last year. Digital wallets show a slight increase, from 7% to 8%, whilst BNPL (buy now, pay later) services double their share, from 2% to 4%.
Online card instalments are preferred by 8% of respondents, the same percentage as for digital wallets. A further 2% opt for online instalmentsd they will use
The preference for online card payments rises to 58% amongst those with an income of over RON 8,000, compared with 35% amongst those with an income of under RON 3,000. Digital wallets are more popular amongst young people: 12% of those aged between 20 and 29 prefer them, compared with 8% across the entire sample.
“Black Friday is no longer just about prices and discounts, but also about how retailers manage to meet the expectations of increasingly well-informed consumers, who compare offers and even use artificial intelligence tools to make purchasing decisions. In this context, the whole experience matters, from choosing the product to completing the order. And payment is an essential part of this experience: consumers must be able to choose, quickly and easily, the payment method that best suits their needs and budget. For retailers, a variety of payment options and a frictionless checkout can make the difference between an abandoned basket and a completed order, and can directly contribute to business performance, both on Black Friday and throughout the year,” says Elena Gheorghe, Country Manager for PayU Romania and Hungary.
PayU’s data from Black Friday 2025 showed a clear shift towards digital and flexible payment methods. The proportion of instalment payments rose from around 20–24% during a typical period to 35% on Black Friday, whilst one-click payments accounted for 65%. The experience of the previous edition also confirmed the importance of prioritising online payment over cash on delivery, in order to reduce returns and improve the checkout experience.
AI is becoming a shopping assistant, but payment remains in the hands of consumers
Artificial intelligence is increasingly present in the process of finding out about Black Friday offers: 67% of respondents have used AI tools at least occasionally to search for or compare products. Adoption is more pronounced among young people aged between 20 and 29, 42% of whom frequently use AI to find out about products and offers.
Trust in AI-generated recommendations is also high. Over half of respondents (51%) say they have a lot or a great deal of trust in an AI assistant recommending Black Friday products or services to them. This figure rises to 60% amongst 20–29-year-olds.
However, the willingness to delegate payment is considerably lower: only 3 in 10 respondents would feel comfortable with an AI agent making the payment on their behalf. The transaction value represents a significant barrier when it comes to delegating payment to AI. Although 52% of respondents would accept an AI agent deciding on and completing a purchase of up to RON 500, only 17% would entrust it with transactions exceeding this amount. For purchases over RON 2,500, the percentage drops to just 3%.
The Black Friday Media Centre by PayU returns on 6 November
Against the backdrop of rapid developments in online payments and the integration of artificial intelligence into e-commerce, PayU Romania is once again organising a live marathon event this year, on 6 November, dedicated to the evolution of transactions on the most important day of the year for Romanian e-commerce – Black Friday.
During the live broadcast from the PayU Romania Media Centre, the company will present real-time data, trends and consumer behaviour, alongside partners and key players in the local e-commerce ecosystem. The event can be watched on Facebook and YouTube.
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