The consumer in 2025: prices, trust and technology

The consumer in 2025 in Bulgaria faces economic uncertainty and the need to optimise personal finances. In parallel, there is an increasing use of digital tools in consumer decision-making. This is according to the international study The State of Shopping 2025, initiated by Shopfully, a European technology company that develops solutions to boost shopping in physical stores through digital channels.

Price and promotions – leading factors in uncertain times

The state of the economy continues to have a direct impact on consumer decisions. According to the survey, 53% of Bulgarians do not expect an improvement in their purchasing power in 2025. 36.3% say they will continue to save, even with income growth.

Against this backdrop, consumers are taking an increasingly pragmatic approach to their purchases. Over 60% place price among the key criteria when choosing a brand, and 72.7% are guided by the quality of the product or service. Almost half of respondents, 47.3%, noted that previous positive experiences with a brand also played a crucial role in their decision.

The role of digital tools in the consumer process

The study highlights the increased role of technology in everyday shopping. Mobile apps, online brochures and location-based offers are increasingly used in purchase planning. However, 31% of consumers still feel distrustful and 29% cite a lack of awareness as major barriers to wider adoption of these solutions.

The data highlights the need for better education, transparency and accessibility of digital channels, especially for offline retailers who want to stay relevant in the hybrid consumption environment.

The ROPO Effect: online search, offline purchase

The ROPO (Research Online, Purchase Offline) trend continues to gain ground in Bulgaria. More and more consumers are planning their purchases online – comparing prices, offers, reviews – but the final decision and implementation of the purchase remain in physical stores. This behaviour poses challenges for retail brands, which need to deliver a smooth, consistent and useful consumer experience across all touchpoints – digital and physical.

Conclusion: what does this mean for business?

Companies that want to remain competitive in 2025 need to:

• adapt their strategies to price-sensitive and informed consumers;
• use digital channels as a tool for trust and engagement, not just for selling;
• be discoverable online, even when sales happen offline;
• invest in consumer data analytics to predict their audience’s behavior and preferences.

The consumer in 2025 is no longer impulsive – they’re savvy, well-informed and digitally oriented. It’s also the new standard that all businesses who want to stay relevant should aim for.

TPA Bulgaria

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office@tpa-group.bg

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1000 Sofia