Black Friday continues to grow in Italy. According to forecasts, the day of discounts is expected by 86% of consumers, and 44% have already decided what to buy, for an average expenditure of about €235 per person and a total turnover of at least 3.8 billion euros, an increase of +8.6% over last year. This is estimated by Confesercenti, based on the traditional Black Friday survey conducted with IPSOS on a sample of Italian consumers aged 18 and over, and supplemented with a survey to member companies. 86% of consumers indicate interest in Black Friday: a 44% who have already decided to buy, joined by a similar share (42%) of Italians who will 'probably' buy. Black Friday appeals especially to young people and people living in southern regions (50% will definitely make a purchase) and men (45% 'safe' versus 43% of women). Spending the most will be people over 34 (about €246) and men (over €247, compared to almost €224 for women). From a territorial point of view, the highest budget is reported by people living in northern Italy: in the northern regions over €252 will be spent, compared to about €210 in the center and €229 in the south and the islands. In fact, at least in Italy, Black Friday was born as a promotional event intended mainly for technology; at the top of Italians' desires are fashion products: in fact, 51% report being interested in buying clothing, accessories and footwear. This is followed by electronics/information technology products, which garner 47% of preferences; in third place among the most sought-after are beauty and personal care products, indicated by 31%. Then home appliances (29%), books (22%), toys (15%), furniture and household products (15%), and jewelry (12%). An 8% share, on the other hand, is looking for a discount on travel, vacations and tourist products.