How marketplaces can keep consumer trust in the post-hype era
Black Friday is shifting from deep discounts to deep trust. Learn how European marketplaces can adapt to new growth regions, meet the demand for transparent pricing, and leverage social commerce and smart AI personalisation to build lasting customer loyalty in the post-hype era.
Black Friday and Cyber Monday continue to set the pace for retail each year, but shoppers’ expectations are evolving. Many now look beyond blanket discounts; according to recent YouGov research, more than a third of UK consumers feel less excited about mega-sale events than they did just a few years ago. Sales fatigue and unclear offers have left many wanting greater transparency.
Yet participation remains stable, driven largely by Gen Z and Millennials, who are still active deal-seekers but with sharper expectations. Today’s shoppers aren’t chasing the deepest cuts; they’re seeking authentic value. They delay both essential and luxury purchases to maximise savings but expect transparency and trust in return.
WHERE GROWTH IS SHIFTING
Our GMV data highlight a new reality: Cyber Week growth across Europe is becoming more widely distributed. While traditional leaders such as Germany and the UK are seeing market share slip, Germany is set to lose 3.4 percentage points this year, growth is springing up in Switzerland, Austria, Italy, and Spain. Smaller markets, including Luxembourg, Norway, Greece, Portugal, and parts of Eastern Europe, are capturing more Cyber Week sales and maintaining strong momentum.
For brands, this means that pan-European marketplace readiness is no longer optional. A distributed growth pattern demands infrastructure that supports localised offers, regional logistics, and tailored communication. The winners will be those who can adapt fast and trade seamlessly across borders.
TRUST AND DIGITAL DISCOVERY: WHAT’S CHANGING
Shoppers’ journeys have never been more digital or more nuanced. The latest insights show that online channels drive discovery: 65% of UK Gen Z consumers find Black Friday deals on social media, compared to half the population overall. Retailer websites, apps, and marketplace listings remain central touchpoints across all age groups.
This shift means consumers are no longer passively scrolling for offers, they’re curating their own deal experience. Decisions happen in ecosystems filled with social proof, influencer recommendations, and easy mobile-first browsing. Brands must ensure listings are visually optimised for mobile, reflect their social presence, and present straightforward, honest pricing.
The era of “fake discounts” is ending. Trust now rests on authentic digital experiences: consistent, transparent, and value-driven. Brands that meet these standards will earn faster conversions and deeper loyalty.
WHAT CONSUMERS ARE BUYING AND WHY IT MATTERS
Reviewing category data, fashion and premium/luxury items stood out as the biggest winners during Cyber Week, while sports saw the steepest drop in GMV share. This reveals an important dynamic: even when discounting is widespread, shoppers are ready to invest in higher-value products if they trust the offer. Beauty is also set for continued growth, as self-care and gifting remain strong purchase drivers throughout the year.
YouGov’s findings affirm this trend: today’s shoppers care less about the lowest price, and more about fairness and authentic value. Transparent pricing, clear messaging, and open communication on marketplaces directly boost conversion rates. Trust, not the size of the discount, makes the difference.
LOOKING AHEAD: AI, PERSONALISATION AND EARNING LOYALTY
AI-powered shopping tools are starting to shape the retail landscape, although most UK consumers (just 18%) are still cautious about AI assistance. Interest is strongest within younger demographics, offering an early signal: tomorrow’s market leaders will be those who combine smart technology with authentic experience.
Brands and marketplaces can engage shoppers with AI-driven recommendations and personalised deals, but these must always reinforce trust. The goal is to complement human judgment with smarter relevance, not to override it.
By experimenting now, retailers can position themselves to meet Gen Z’s expectations as this technology matures, bridging the gap between automation and authenticity.
Building sustainable success BEYOND THE HYPE
Black Friday and Cyber Monday are moving from deep discount races to carefully crafted trust-building moments. For brands and marketplaces, sustainable success is about localisation, open communication, and genuine value.
By putting regional readiness first, prioritising honest pricing, and connecting authentically on mobile and social channels, Europe’s marketplaces can turn seasonal sales events into long-term customer relationships.
The hype may be resetting, but the opportunity is greater than ever. It’s time to trade on trust, and transform seasonal peaks into lasting growth.
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