Black Friday 2025 has wrapped up, and once again it proved to be one of the most influential retail moments of the year. At Palowise, we monitored and analyzed how Greece’s three biggest retailers—Plaisio, Public, and Kotsovolos—performed across the digital ecosystem during this year’s highly competitive sales period.
From conversation volume to virality, sentiment, and platform-specific impact, here is what our analysis uncovered about Black Friday 2025.
Plaisio Dominates the Conversation
In terms of overall mentions, one retailer set the tone for the season:
- Plaisio — 1.9K mentions
- Public — 628 mentions
- Kotsovolos — 563 mentions
Plaisio outperformed the competition with significantly higher visibility and strong public presence on social platforms and online news sites. Its content strategy and campaign rollout placed the brand at the center of this year’s Black Friday buzz.
Virality & Engagement: Plaisio Pulls Ahead
The deeper engagement metrics offer critical insight:
- Plaisio achieved high public visibility and stronger virality, supported by broad channel traction.
- Public & Kotsovolos generated mentions, but showed lower virality and more limited engagement, indicating that their content did not circulate as widely or spark as much conversation.
These differences highlight the growing importance of content that travels—especially during periods of intense competition.
Engagement Peaks Before Black Friday
One of the clearest patterns this year:
Engagement for all three retailers peaked several days before 29 November — the Black Friday date.
Greek consumers appear increasingly proactive, researching deals early and shaping online conversation well before the sales officially begin. Early campaign activation is becoming not just beneficial, but essential.
Platform Performance: TikTok vs Meta, X & Online News
Each retailer saw success in different corners of the digital landscape:
- Kotsovolos was the only retailer to succeed meaningfully on TikTok, driving strong impressions and capturing younger audiences.
- Plaisio & Public saw their biggest impact on X (formerly Twitter), Meta Channels (Facebook & Instagram), and online news, benefiting from wider demographic reach and faster information distribution.
These dynamics confirm that Black Friday performance isn’t just about the message—it’s about matching the message to the right channel.
Sentiment: A Positive Year for Greek Retail
Across the sector, net sentiment remained positive throughout the Black Friday period.
All three retailers maintained strong public perception, driven by competitive offers, recognizable campaigns, and an overall smooth consumer experience.
This positivity is an encouraging sign for the retail sector heading into 2026.
Topic Analysis: Public & Plaisio Lead in Discussion Depth
Our topic analysis shows that:
- Public and Plaisio generated the most diverse and meaningful conversation themes.
- Discussions ranged from product categories and specific deal breakdowns to customer service mentions and brand comparisons.
This indicates deeper audience engagement and more active public involvement in evaluating their offers.
Conclusion: Key Takeaways From Black Friday 2025
This year’s Black Friday once again demonstrated that success is shaped by visibility, platform fit, and early momentum. The data shows:
- Plaisio dominated awareness
- Public created strong topic-driven discussions
- Kotsovolos captured TikTok successfully
- All brands benefited from a positive sentiment landscape
- Consumer engagement peaked well before Black Friday, highlighting the importance of early campaigns
