Black Friday in Florence: a slower race for deals

In Florence and across Italy, the American-style Black Friday has taken root, but in a quieter, slower way. The day of frantic queues and midnight openings familiar to U.S. shoppers has evolved here into a week-long campaign that mixes curiosity, restraint and growing environmental awareness.

While American retailers still rely on a single high-pressure weekend to launch the holiday shopping season, in Italy most stores have stretched the calendar. Discounts began in mid-November and will continue until the Cyber Monday on 1 December, effectively turning the event into a “Black Week”. The spread reflects local habits: Italians tend to plan purchases, compare prices and visit shops more calmly than the impulse-driven rush typical of the U.S.

According to the consumer group Altroconsumo, 83 percent of Italians plan to buy something during the 2025 Black Friday period, with an average budget of €222 (about $240), slightly higher than last year. Yet in 2024, only 68 percent of those who intended to shop actually did so — a sign that interest does not always translate into spending.

In the United States, the contrast is striking. Data from the National Retail Federation show that 186.9 million people are expected to shop between Thanksgiving and Cyber Monday 2025, a record figure. Around 130 million will do so on the Friday itself. Total holiday retail sales are forecast to exceed $1 trillion, with an average per-person outlay close to $890 (€820).

The scale may differ, but so does the attitude. In Tuscany, shop owners describe the event as an imported habit still adapting to Italian rhythms. Large outlets and malls use it to attract early Christmas buyers, while many city-centre shops prefer moderate discounts to preserve margins. Increasingly, consumers associate the day with online browsing rather than the crowd scenes seen overseas.

A minority have embraced the “Green Friday” movement, which encourages buying less or choosing sustainable goods. For them, the day has become an opportunity to reflect rather than to rush.

In short, the Black Friday spirit in Florence is less about doorbusters and more about deliberation. Italians are learning to navigate global retail trends, but on their own time.

❤️ Support Florence Daily News

If you liked this article, please consider supporting Florence Daily News.

We are an independent news site, free from paywalls and intrusive ads, committed to providing clear and reliable reporting on Florence and Tuscany for everyone.

Your support — whether a one-time gift or a regular contribution — helps us stay independent and keep telling the stories that matter.

Donate securely via Stripe below.