Croix, 8 January 2025
Oney, a European bank specialising in consumer finance that has been partnering retailers for more than 40 years, has revealed the results of a new survey, conducted with the CSA market research institute, on French consumers’ purchase intentions in the 2025 winter sales. The survey found that, despite an uncertain political and economic environment, consumers in France are still looking forward to the sales and see them as a way of protecting their purchasing power.
French consumers plan to spend an average of €245 in this year’s winter sales
With the winter sales kicking off this week, our survey found that the prevailing uncertainty in France for several months now is having a knock-on effect on consumers’ purchase intentions. 62% of consumers are expecting the political and economic context to eat into their purchasing power.
Even so, consumers are still looking forward to the sales. A large majority of respondents (73%) plan to shop in the winter sales, particularly those in the younger age groups (84% of consumers under 35) and those belonging to the higher socio-economic categories (82%).
The fact that the sales are still a draw for French consumers is evidenced by their intention to spend an average of €245 in this winter’s sales. Nearly half of the households surveyed said they planned to spend around the same amount as they spent in the 2024 winter sales. 28% said they would be spending less than last year, while 12% said they were planning to spend more.
More and more consumers are budgeting for their purchases in order to pay less
In general, a significant majority of French consumers see the sales as a way to save money (79%), as well as a way to afford items they would otherwise be unable to buy (36%).
However, a trend has been emerging over the past two years that suggests consumers are increasingly budgeting for their purchases in order to pay less. 46% of respondents said they would be using the 2025 winter sales as a budgeting tool.
One in three consumers in France will shop only in physical stores
While online shopping is undeniably gaining traction, one in three respondents (31.5%) said they would be shopping only in physical stores during the sales.
Half of the respondents (51%) plan to shop both online and in-store, while 18% said they would only be shopping online.
Widespread use of payment solutions even during the sales
Financing or split payment solutions are clearly seen as a way to make purchases without breaking the bank. 31% of respondents said they planned to avail of such a solution during the winter sales.
Bank card payments in 3 or 4 instalments remain the most popular solution (27%), ahead of “traditional” consumer credit facilities, which account for less than 10% of purchase intentions. Consumers aged under 35 tend to be the biggest users of split payments (40%).
High-tech items and appliances are still a draw
Not surprisingly, fashion and wellness products remain the most popular sales items for French consumers:
- 73% of consumers intend to buy clothes in the sales,
- followed by accessories, bags and footwear (30%),
- and then wellness, hygiene and cosmetic products (20%).
However, with many consumers now budgeting for certain types of purchases, there is a tendency to buy “big ticket” household items during the sales. This is the case for high-tech, IT (19%) and household appliances (18%), which appear in the top 5 planned purchases during the sales.
In 2025, consumers will be hunting for bargains even more than usual
The respondents who confirmed they would be shopping in this year’s winter sales said they would be carefully scrutinising the price tags on sale items. Should they ultimately decide not to buy in the sales, the majority of respondents (56%) said the main reason would be because they would not be getting enough of a bargain, while others said they might not be able to afford it (37%) or simply wanted to consume less (29%).
Consuming responsibly is catching on
There is now a clear trend suggesting that French consumers who do not intend to shop in the sales are refraining from doing so because they do not wish to overconsume (44%). This was the main reason given by respondents, ahead of a lack of funds (42%) and unattractive bargains (35%).
Oney is a different and unique type of bank, with its origins in retail. As a partner in the transformation of the retail industry for more than 40 years, we design payment, financing, insurance and anti-fraud solutions to give everyone the power to improve their daily lives and consume better. We created split payments in 2008, and are the market leader in BNPL (Buy Now Pay Later) services in many European countries. We are a strategic ally for more than 37,000 merchants, helping more than 7 million customers in Europe to purchase goods and services and accomplish their goals through simple, fast, digital purchasing experiences. Every day, our 1,900 talented people in 10 countries drive our ambition to be a more human and responsible bank. We strive to be a major consumer financing player for the retail sector in Europe.
With the support of our two shareholders, BPCE (50.1%) and ELO (formerly Auchan Holding, 49.9%), Oney brings together the best of banking and retail. Within Groupe BPCE, Oney is part of BPCE Digital & Payments, a division combining payment, digital and data expertise.
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Oney press contacts
Oney – Frédéric Tancrez: ftancrez@oney.fr / +33 (0)7 60 88 55 03
Burson Agency – oney.presse@bcw-global.com / Alice Dalla Costa: +33 (0)6 21 81 07 95