Screens in the spotlight
Recent years have changed the way we relax and spend time with our loved ones. We are more and more willing to choose active, joint entertainment – family fun in parks, workshops or activities for children (+5 pp) and participation in sports events such as matches, competitions or tournaments (+1 pp). On the other hand, we devote less time to social entertainment – going to bars, escape rooms or bowling (-5 pp) – and audiovisual culture, e.g. traditional or open-air cinemas (-3 pp). In July 2025, streaming exceeded 10% of viewing time on TV screens in Poland for the first time2. This is a clear signal that some viewers prefer to sit on their own sofa in front of the TV instead of watching a movie. It’s no wonder that the average user already uses three streaming platforms. Netflix remains the leader (62%), followed by HBO Max (27%) and Disney+ (26%). In the 16-29 age group, however, Disney+ takes second place (37%), ahead of HBO Max by 3 percentage points
Since the pandemic, 28% of Poles have invested in improving the quality of home entertainment – TVs, consoles, soundbars or projectors. This is most often done by people under 45 years of age who prefer to relax with a movie or TV series without leaving home. 39% of people investing in home entertainment declared an increase in their budget for this purpose – these were more often consumers who shop online at least twice a month. This trend is also confirmed by Allegro data. Televisions are very popular on the platform – every fourth set purchased on the Polish Internet comes from Allegro3. The increase in interest is also visible in the audio segment: sales of soundbars, which are the heart of modern home cinema, increased by over 30% y/y (January-June 2025).
This shows that home cinema has ceased to be a niche whim and has become a real need of consumers, which is increasingly shaping the consumer electronics and e-commerce market in Poland. Black Week: electronics and fashion at the forefront of shopping
According to Danae Research for Allegro, as many as 57% of consumers plan to purchase electronic equipment during Black Week. In addition to electronics, fashion is very popular among buyers (50%). The next places were taken by the home and garden categories (29%), health (25%), sports and tourism (20%), children’s products (17%), food and everyday products (15%), culture and entertainment (14%), automotive (8%).
The holiday is getting closer
Every fourth consumer also uses Black Week as an opportunity to buy Christmas gifts. This is a perfect time to take advantage of attractive discounts that allow you to save significant amounts and at the same time prepare for Christmas with greater advance notice and peace of mind.
Smart!, Allegro Pay, cheaper deliveries: even more reasons to shop
During Black Weeks, Allegro has prepared a number of conveniences for buyers, such as cheaper deliveries and more convenient payments. Allegro Pay offers even more – payment for purchases can be divided into 3 0% installments (0% APR), making it easier to plan larger expenses. The offer will last from November 17 to December 14.
For people who would like to start their adventure with Allegro Smart!, the platform has prepared a special offer. The free trial period includes as many as 6 free deliveries to be used within 6 months4, and the annual plan with unlimited deliveries, returns and more benefits now costs PLN 39.90 – PLN 20 less than usual5. Moreover, Allegro has introduced changes that will allow you to receive parcels cheaper and more conveniently. From the beginning of Black Weeks until December 28, 2025, Allegro reduces the prices of deliveries made as part of Allegro Delivery to collection points and parcel machines. The promotion applies to customers who do not use the Smart package! and those who order products worth less than PLN 45. During this period, the cost of delivery from Allegro will be PLN 9.99 instead of PLN 10.99.
