Black Friday 2025 has wrapped up, and the latest .ie research with Core Research offers clear insights into how people shop online.
Trust Shaped Where Shoppers Bought
Social selling on Facebook, Instagram and TikTok continues to rise, but trust remains the deciding factor. Three in four consumers said websites are safer than social media, and almost three in five were more likely to buy from a retailer with a .ie domain. Shoppers linked .ie to stronger security, greater accountability and a real connection to Ireland.
Trust and transparency will continue to shape purchase decisions. A reliable website will remain essential even if social platforms support product discovery.
Price Led Interest, but Safety Sealed the Deal
Price was the biggest motivator, followed by product quality, and more than half of consumers made an impulse purchase. However, shoppers did not ignore risks. One in five people in Ireland have already lost money to an online scam, with losses averaging €401, which influenced how carefully they approached discounts. Many paused to check reviews, search the company name or look for HTTPS before buying.
Shoppers want value, but not at the expense of safety. Visible security features and clear information will convert more visitors into buyers.
Fast Delivery Encouraged Local Shopping
Delivery speed ranked third in importance after price and quality. Faster fulfilment within Ireland encouraged 61% of shoppers to choose .ie websites, with many seeing local retailers as more reliable and quicker to deliver.
Convenience and clarity around delivery will continue to influence decisions. Retailers who highlight their local advantage will benefit.
Social Media Inspired Purchases, but Websites Completed Them
Many consumers discovered products on social platforms but preferred to complete purchases on trusted websites. More than half believe scams are more likely to occur on social media, and phishing remained the top concern.
Social platforms work best for discovery and engagement, but websites remain the safest place to transact.
Reviews Became the Strongest Overall Influence
Personal recommendations still matter, but when preferences are combined, online reviews influenced 64% of shoppers. Authentic and recent reviews will be essential for building credibility.
Considerations for 2026
Irish consumers are increasingly cautious and informed. Deals attract attention, but trust determines the sale. The future of online shopping will favour retailers who combine good value with secure, credible and customer centred digital experiences.
Access the research: www.weare.ie/black-friday-2025/
