Pigu.lt Extends Black Friday, Urges Consumers to Shop Smart

VILNIUS – In a departure from the traditional single-day frenzy, Lithuanian e-commerce giant Pigu.lt is extending its Black Friday sales event, aiming to provide shoppers with a more considered and less pressured experience. The platform is encouraging customers to plan purchases and avoid impulsive buying, a strategy increasingly adopted by retailers globally.

“We’re focused on our customers preparing for the holiday season and finding the perfect gifts for their loved ones,” said Nerijus Mikalajūnas, Head of Communications at Pigu.lt. “We’ve ensured a wide range of offers in our extended Black Friday assortment to cater to even the most discerning shoppers.”

A Shift Away From Impulse Buys

The extended sale period, already underway, will continue throughout the weekend. Loyal customers are currently accessing exclusive deals that will be expanded on Black Friday itself. This phased approach is deliberate, according to Mikalajūnas.

“We’re expanding the sale to encourage our customers not to rush, to calmly choose the products they want, to think through their decisions, and to avoid acting impulsively – to shop rationally,” he explained. “A little pre-planning can go a long way in avoiding unnecessary purchases.”

Consumer psychology supports this approach. Studies by the American Psychological Association show that emotional spending spikes during major sales events like Black Friday, often leading to regret. Pigu.lt’s strategy aligns with a growing awareness of these patterns and a desire to foster more mindful consumption.

What’s Hot This Year?

Early data from Pigu.lt reveals popular product categories include smartphones, construction sets and building blocks, women’s fragrances, televisions, headphones, robot vacuum cleaners, and smartwatches. Men’s fragrances, vacuum cleaner-mops, laptops, tablets, gaming consoles, toothbrushes, and coffee machines are also seeing high demand.

• Top Sellers (Early Black Friday): Smartphones, Construction Sets, Women’s Fragrances
• High Demand: Televisions, Headphones, Robot Vacuums, Smartwatches
• Also Popular: Men’s Fragrances, Vacuum Cleaner-Mops, Laptops, Tablets, Gaming Consoles

Faster Delivery Promises

Pigu.lt is also prioritizing timely delivery, recognizing its importance during the gift-giving season. The company is offering expedited shipping options, with orders placed in the first half of the day potentially available for same-day pickup at physical stores.

“Reliability remains our core value, so we’re making every effort to ensure gifts reach our customers on time or even earlier than promised,” Mikalajūnas stated.

Part of a Larger Baltic E-Commerce Network

Pigu.lt is part of PHH Group, the largest e-commerce company in the Baltic states. Formed through the merger of Pigu.lt and Finnish trading company Hobby Hall, PHH Group operates e-commerce platforms in Finland, Estonia, Latvia, and Lithuania. The group’s marketplace ecosystem serves over 2 million shoppers, generating approximately 150 million sessions annually, demonstrating the significant scale of the operation and its impact on the regional economy.

The Lithuanian e-commerce market has experienced substantial growth in recent years, mirroring a global trend accelerated by the COVID-19 pandemic. According to Statistics Lithuania, online retail sales increased by over 30% in 2022, highlighting the increasing importance of platforms like Pigu.lt in the country’s economy.