Romanian consumer behavior and shopping trends

Discussions regarding Romanian consumer behavior have focused on both psychological management of spending and evolving market trends.

Initial guidance emphasized psychological strategies to combat impulse buying, such as the ‘24-hour rule’, which encourages consumers to wait a day before completing a purchase to evaluate true necessity. This approach aims to mitigate ‘oniomania’, or compulsive buying, which can lead to significant financial and personal consequences.

Subsequent research into consumer habits indicates a shift toward ‘smart shopping’. A study by Reveal Marketing Research found that 80% of Romanians prefer buying branded clothing at discounted prices. For many, smart shopping is defined by purchasing high-quality products on sale or focusing strictly on necessary items. Quality remains the leading criterion for 44% of participants, while interest in outlet stores for international brands remains high.

Recent data suggests these calculated strategies are intensifying due to economic pressures. Although inflation has begun to decline slightly, consumer prices continue to rise while average net salary growth lags behind, contributing to a 5.6% decrease in retail sales volume during the first half of the year.

Modern ‘smart shopping’ now incorporates digital research; according to the Shopfully ‘The State of Shopping 2026’ study, approximately 69% of Romanians search for products online before purchasing, with up to 87% doing so occasionally. Consumers are increasingly utilizing mobile apps and retailer websites to compare prices and promotions prior to visiting physical stores. In the grocery sector, products like bananas have emerged as high-volume items at supermarkets such as Lidl due to their year-round availability and accessible pricing.