Turkey consumers prepare for Black Friday amid fraud warnings

A recent survey indicates that 94% of consumers in Turkey plan to participate in Black Friday and November discount campaigns, a significant increase from 87% in 2025. Despite the high intent to shop, spending expectations are more cautious; the proportion of those planning to spend more in real terms has dropped from 47% to 39%, while those planning to spend less rose from 13% to 20%.

Consumers are increasingly proactive in their preparation. Approximately 61% begin planning before the Black Friday week, and there is a growing reliance on digital tools. The use of AI assistants for product research rose from 13% to 20% over the past year. Additionally, 54% of shoppers now examine historical price data to verify discounts.

In response to these trends, the Consumer Confederation (TÜKONFED) has issued warnings regarding deceptive practices. TÜKONFED Vice President İbrahim Güllü cautioned consumers against fake discounts, artificial price hikes implemented just before campaigns, and counterfeit shopping websites. He advised shoppers not to rely solely on advertised discount percentages, such as “70% off,” but to instead compare prices across different retailers and use price history tracking tools to ensure genuine savings.