With Black Friday 2025 approaching, Scalapay (an installment payment system) has published a barometer that analyzes French consumers’ purchasing behavior during the sales period. The first finding is that consumers express a marked interest in beauty and wellness products.
According to Scalapay, 54% of French people who participated in Black Friday in 2024 plan to spend the same amount this year, while 23% intend to reduce their budget.
People are starting to search for deals earlier and earlier: more than 60% of shoppers begin comparing promotions at the beginning of November.
Most purchases are still made in the evening: up to 20% of transactions take place between 6 p.m. and midnight, confirming a late peak in activity for e-retailers.
BNPL (Buy Now Pay Later) appeals to young shoppers
Installment payments continue to play a key role. In France, BNPL has an average basket size of €170, well above other payment methods.
Younger generations are adopting it en masse. 46% of users are between 18 and 24 years old. On average, their basket is €123. Beauty, the winning category on Black Friday
While electronics remain at the top of the overall rankings, beauty is emerging as one of the most dynamic segments of Black Friday 2025. Scalapay data shows a marked increase in skincare and wellness, at the expense of makeup.
What French consumers buy most
According to Scalapay, the best-selling beauty products in …
