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The “Poles and Promotions 2025” report presents a segmentation of Polish consumers and their shopping behavior in the context of promotions. It reveals that the majority of Poles are still keen to take advantage of store promotions, but their sources of information and preferred promotional mechanisms differ depending on which group they belong to. This information can help retailers prepare an effective promotional offer and its communication.
Five types of Polish shoppers
The report, prepared by Open Research, identifies five main segments of Polish consumers:
Quality Seekers make up 26% of Polish shoppers. They prefer to shop primarily at discount stores. More often than other segments, they are susceptible to loyalty promotions, such as a larger quantity of a product for the same price. This segment is gaining significant importance in the 45+ age group.
Brand Aspirationals (13%) see a brand as a symbol of success. They are particularly influenced by advertisements featuring celebrities and product placements. This segment is dominated by men and people under 45.
Price & Value Shoppers (31%) are people for whom the most important thing is a “good product at a good price.” They look for items with a good price-to-quality ratio, often in smaller retail chains. They are fans of store leaflets and “buy 2, get 1 free” promotions, and they constitute the largest segment.
One Shot Shoppers (17%), or “one-time opportunity shoppers.” They are susceptible to suggestions at the point of sale, such as specially marked price tags or posters with catchy slogans that announce an attractive promotion, as well as additional product displays. They are the most frequent users of store apps.
Price Sensitive (14%) is a segment that particularly enjoys comparing prices. It includes mainly young families and people from larger households. They are influenced by additional in-store displays and promotions at the shelf.
What determines store choice?
The most important criteria for choosing a store are: proximity to home or work (51%), low prices (51%), and product freshness (45%). The latter, along with good product quality, is gaining importance. For women, distance to the store (55% vs. 46%), product freshness (49% vs. 40%), and good quality (44% vs. 38%) are more important than for men. Men, on the other hand, value low prices more (53% vs. 50%).
In terms of age groups, for people aged 55+, the most important factors are store proximity (55%) and product freshness (48%), while low prices are the least significant (though still relevant). Low prices, in turn, are most important for those aged 35-44 and 45-54. Similarly, they are also important for the youngest age group (18-24), but to a lesser extent. As for product quality, its importance grows with age — it is most significant for the oldest group, 55+ (45%), and least significant for the youngest (34%). For the other groups, it falls within the 39-40% range.
Among the consumer segments mentioned at the beginning, Quality Seekers clearly stand out when it comes to good quality (61%) and product freshness (61%). The close distance of the store from home or work is also very important for them (56%, the highest among all groups). The Price & Value segment, in turn, clearly stands out for low prices (61%).
Regarding the place of residence, the larger the town, the more important the proximity of the store to home/work becomes. Low prices are most significant for people from small towns, up to 20,000 residents (56%), and least significant for residents of villages (49%) and cities with over 500,000 residents (51%). The latter, in turn, pay the most attention to good product quality and the price-to-quality ratio.
Where do we get information about promotions?
When it comes to sources of information about promotions, the most common are the store itself and the price tags, leaflets, and additional displays available there (57%). The next places are: apps (48%), traditional media (45%), and the internet, which includes social media (43%).
Younger age groups —18-24 and 25-34 — look for information about promotions online more often than others. Store apps and those dedicated to promotions are the most popular source of information for people aged 25-34 (55%). The oldest consumer groups, on the other hand, rely on the store itself for such information to the greatest extent. This is worth considering when planning promotional communication.
Poles and Promotions – active searching and comparing
Two-thirds of Polish consumers (62%) actively seek promotions, and more than half of them (52%) compare prices between stores. The highest number of people actively looking for promotions is in the 25-34 age group (73%), while the lowest are among those aged 55+ and 45-54—57% and 58%, respectively. The oldest consumer group is also the least likely to compare products (47%), while in other groups, the percentage is more or less balanced.
As for the segments identified at the beginning, One Shot Shoppers are the most active in seeking promotions (70%), followed by Price Sensitive (67%) and Price & Value (66%). The same order applies to comparing product prices—One Shot Shoppers (61%) are ahead of the Price Sensitive (55%) and Price & Value (52%) segments.
What promotional mechanisms do we like?
Nearly 7 out of 10 Polish consumers (69%) prefer promotions with an immediate benefit, such as “2 for 1,” a price reduction, “buy 2, get 1 free,” or a second product at 60% off. Promotional mechanisms where the reward is delayed (points, cashback, vouchers) are less popular—preferred by 31% of shoppers. In recent years, this trend has intensified.
Price-sensitive segments (Price & Value, Price Sensitive) prefer immediate benefits, such as “2 for 1,” a discount, or “buy 2, get 1 free.” In contrast, segments for which quality and brand are important (Quality Seekers, Brand Aspirationals) prefer delayed (loyalty-based) mechanisms.
The data for the “Poles and Promotions 2025” report, prepared by Open Research, was collected using online surveys completed by 1,049 respondents in April 2025.
