Efsane Cuma: Turkey's Black Friday Shopping Trends
Efsane Cuma: How Turkey’s Version of Black Friday Is Reshaping Consumer Behaviour
Turkey's adaptation of Black Friday — locally known as Efsane Cuma ("Legendary Friday") — has rapidly grown into a major shopping event and a notable part of the country's retail culture. While rooted in a global trend, the Turkish version reflects distinct local habits, concerns and market dynamics.
Black Friday Goes Global
Originating in the 1960s in Philadelphia, Black Friday has evolved into the world's largest retail discount event. In 2024, more than 200 million Americans shopped over the four-day period, spending over $80 billion.
Major retailers such as Walmart and Best Buy offer limited-stock deals, while Amazon has expanded the concept into a week-long online campaign.
The Rise of Efsane Cuma in Turkey
In Turkey, Black Friday has been rebranded as Efsane Cuma and adapted to local consumer behaviour. Studies indicate that:
- 85% of Turkish shoppers plan at least one purchase during the period
- Average spending reaches €326, higher than the European average
- Key categories include clothing (79%) and electronics (42%)
- 67% prefer online shopping, often through marketplace apps
The event has become particularly important for e-commerce platforms, which use aggressive digital advertising, price comparison tools and flash sales.
Concerns and Criticism
Despite growing popularity, Efsane Cuma faces increasing scepticism. Consumers regularly report:
- Artificial price inflation ahead of discounts
- Excessive advertising
- Misleading "limited-time" offers
A recent social media analysis showed that 61% of Turkish Twitter (X) users express distrust toward Efsane Cuma promotions.
Only 2% of consumers say they are fully satisfied with the discounts.
A Social and Psychological Phenomenon
For many shoppers, Efsane Cuma is not only about saving money — it also serves as a form of entertainment. Impulse purchases rise sharply during the sales period, resulting in increased return rates.
Sociologists identify five consumer types emerging during the event:
- Rational planners
- Bargain hunters
- Hedonists
- Skeptics
- "Anarchists", who enjoy competitive shopping
Future Trends: From Black Friday to Black Week
Like in Europe, Turkey is experiencing a shift from a single shopping day to longer discount periods such as Black Week or Cyber Week. Retailers increasingly tailor their campaigns to local cultural expectations and shopping habits.
At the same time, discussions around environmental sustainability, economic fairness and responsible consumption are gaining ground, reflecting broader European concerns about mass discount events.
Conclusion
Efsane Cuma has become a significant socio-economic phenomenon in Turkey — a blend of global retail trends and local consumer behaviour.
It demonstrates how a global concept can evolve within a different cultural context, influencing spending patterns, marketing strategies and public attitudes toward consumption.
