Press Release | Shoppers in Ireland Favour Trusted Websites Over Social Media This Black Friday
- New consumer survey reveals that three in four people prefer buying through websites rather than social media platforms
- 23% of respondents say they are responsible for their own online safety, while 27% believe the responsibility lies with government and regulators
- While selling on Facebook, Instagram, and more recently on TikTok Shop is on the rise, 76% of respondents still prefer trusted websites
- 55% are planning to make a purchase during Black Friday or Cyber Monday
- Family and friend recommendations are the most important source of information when shopping online, however when first, second, and third choices are combined, online reviews become the leading source of influence at 64%, surpassing family and friends.
- Not surprisingly, price is the most important factor when deciding to shop online followed by quality of the product. Delivery is also important to consumers when considering what to buy.
- Almost 3 in 5 report they are more likely to purchase from a retailer with a .ie domain
Consumers in Ireland are gearing up for one of the biggest online shopping weekends of the year, with 55% planning to make a purchase during Black Friday or Cyber Monday, according to a new survey from .ie, conducted by Core Research.
The survey reveals that while social selling continues to grow, trust and security remain key factors in how and where people choose to shop.
The research shows that more than half (51%) of consumers are likely to make an impulse purchase during the sales, driven by price, convenience and speed.Electronics (68%) and clothing (58%) top the shopping list, with younger shoppers most likely to buy on impulse.
While consumers are motivated by bargains, trust and security are becoming decisive factors in where they spend. The research found that 58% of shoppers are more likely to buy from a retailer with a .ie domain, citing stronger trust, security, and a desire to support Irish businesses as key reasons.
David Curtin, Chief Executive of .ie, comments,
“Irish consumers love a good deal, but they also value reassurance. Even the most impulsive shopper wants to know who’s behind the offer and that the business is genuine. A .ie web address signals that there is a connection to Ireland, offering transparency and accountability”
The findings come as awareness of online risks continues to grow. Three in four consumers (76%) believe websites offer stronger protection than social media platforms, while phishing is viewed as the most common sam method (73%).
Over 7 in 10 say phishing is the most common way scams occur. Almost six in ten believe social media is where scams are likely to occur when shopping online. The majority are concerned about online scams. Over 1 in 5 have been a victim of scam. Customer reviews and Google Search are the two most common safety checks.
More than 3 in 4 think shopping on a website is safer than shopping via a social media platform.
One in five people in Ireland have already lost money to an online scam, with an average loss of €401.
When choosing where to shop, delivery speed ranks as the third most important factor, after price and quality. Faster delivery within Ireland motivates 61% of shoppers to choose .ie sites, while 45% cite domain trust and 33% cite security as key drivers.
.ie’s Five Smart Steps for Safer Black Friday Shopping
- Read customer reviews and search the company name online
- Watch for unrealistic discounts that appear out of nowhere
- Ensure the web address starts with https
- Check for the .ie domain to confirm the business has a connection to Ireland
- If in doubt – don’t buy
With peak sales pressures and increasingly sophisticated scams, .ie is encouraging shoppers to think smart, shop secure, and keep their money local by supporting trusted Irish retailers.