Shopfully Study – Promotions Take Center Stage

The year 2025 continues to be marked by economic uncertainty, despite slightly lower inflation compared to previous years. The latest study by Shopfully – the European leader in digitalizing the retail shopping experience – reveals that 58% of Europeans do not believe their purchasing power will improve this year, while 36% say they might be slightly better off financially but will still focus on saving.

Romanians remain cautious and value-conscious, with promotions in the spotlight

At a European level, the French (71%), Hungarians (64%), and Germans (63%) are the most pessimistic about their financial outlook. In Romania, 55% of consumers share this cautious mindset, placing strong emphasis on value and promotions.

In Romania, 51% of consumers say they are paying more attention to finding discounts and promotions compared to last year – a clear sign that shopping behavior is evolving toward greater price sensitivity and planning. This trend reflects a broader shift seen across Europe, where over 90% of consumers acknowledge the importance of promotions in their purchasing decisions. In Romania, rising prices in recent years have made people increasingly alert to relevant deals, with many adopting a more intentional and value-driven approach to shopping.

“We’re seeing a clear shift in consumer behavior: promotions remain essential, but the focus is now on perceived value. It’s not just about the biggest discount anymore, but how well a product fits the needs and budget of each shopper. In Romania, this trend is very pronounced – people are looking for relevant deals, planning more carefully, and relying increasingly on digital channels for information. That’s why it’s crucial for retailers to be present at these key decision-making moments,” said Cătălin Pațachia, Country Manager at Shopfully Romania.

Where Romanians cut spending in 2025

Similar to other Europeans, Romanians are choosing to cut back on categories such as home furniture (48%), electronics (42%), and clothing (36%). However, spending on food and beverages remains a priority with only 18% thinking to limit their spendings and is less affected by the economic context.

Digital channels influence in-store purchases – 62% of Romanians are willing to share preferences for personalized offers

82% of Europeans – including Romanians – conduct online research before shopping in-store, a behavior known as ROPO (Research Online, Purchase Offline) that is becoming increasingly widespread.

Romanians (62%) and Spaniards (59%) are among the most willing to share their shopping preferences with retailers and brands in exchange for personalized offers or messages.

“Romanian consumers want to see, touch, and test, but above all, they want to be informed. The decision-making process begins online, where most consumers first search for information before considering a purchase. In this context, a strong digital presence is essential for retailers – even for traditional stores. If you’re not visible online, you risk being left out of the consumer’s buying journey,” adds Cătălin Pațachia.

While 56% of Europeans remain skeptical about personalized ads – mostly due to privacy concerns, Romanians are among the most open to personalization – 62% would be willing to share their preferences to receive more relevant messages.

Technology in shopping is gaining interest, but adoption remains a work in progress

The use of technology in shopping is still relatively low (22%), but 14% of Romanians say they are open to trying features such as virtual assistants, self-checkout, or virtual try-ons. The main barrier is not the lack of technology, but a lack of understanding of its benefits – 31% don’t see how these tools could help them.

Apps that help find the best deals in real time are seen as the most useful future technologies, according to 74% of Romanian people.

Methodology

Shopfully conducted The State of Shopping 2025 survey, collecting data from a diverse sample of 9482 users in 8 countries in Europe (Austria, Bulgaria, Germany, Spain, France, Hungary, Italy and Romania) aged 18 and over among Shopfully’s proprietary app users. The survey was conducted in March 2025.

About Shopfully

Shopfully is Europe’s leading Drive-to-Store platform, helping retailers and brands convert online research into in-store purchases. Operates in 25 countries with a team of over 450 experts. The company works with more than 500 retailers and brands, reaching over 200 million consumers globally through an extensive network of media partners, digital platforms, and innovative technology solutions – including its proprietary AI-powered hyperlocal marketing platform.