The Black Friday campaign once again boosted the Technology and Durable Goods market in Portugal, with sales growing 71% compared to the previous week, reveals the analysis by GfK Market Intelligence: Sales Tracking.
Despite the strong weekly recovery, performance is 3% below the 2024 season, in a year that turned out to be exceptional for the sector, according to the company that works with data and analysis in the consumer goods sector, specialized in providing market intelligence and information on consumer behavior.
The short-term growth largely reflected the anticipation of Christmas shopping and the search for higher-value products, the study reveals.
The online channel reinforced its contribution, representing 31% of sales that week (compared to 28% in the previous week), although physical commerce maintained the majority of transactions, benefiting from in-person experience and technical advice.
Some categories stood out compared to the previous year: stationary computers (+17%), washing machines (+8%), e‑boards and digital cameras (+6% each) and televisions (+2%).
GfK highlights that the concentration of sales in promotional periods continues to grow, consolidating November as the main sales month for the technology sector.
António Salvador, general director of GfK Portugal, comments that “Black Friday continues to play a decisive role in the dynamics of technological retail in Portugal. In a demanding economic context, Portuguese consumers demonstrate a great ability to plan and optimize their purchasing decisions”, he adds.