Characteristics of the sales market in Poland

The Polish retail market is characterized by high dynamics and diversity, driven both by technological advancements and evolving consumer expectations. Retail in Poland is based on two main pillars: traditional sales channels, i.e., brick-and-mortar stores, and e-commerce, whose share in total retail turnover is steadily growing. Recent years have also seen the development of hybrid models, such as omnichannel sales, which combine the advantages of online and offline shopping, addressing the need for convenience, speed, and a wide selection.

Brick-and-mortar retail in Poland remains a significant market player, especially for everyday products such as food, household chemicals, and pharmaceuticals. Large-format stores, discount stores, and convenience chains enjoy significant popularity, offering attractive prices and easy access to a wide selection. At the same time, local stores are gaining in importance, meeting the needs of consumers seeking quick and convenient shopping near their homes.

The e-commerce market in Poland is developing rapidly, driven by both technological advancements and shifts in consumer behavior. More and more people are choosing to shop online due to the availability of a wide selection, the ability to compare offers, flexible delivery options, and attractive prices. This dynamic growth in this segment has further accelerated during the COVID-19 pandemic, which has changed shopping habits and solidified the importance of online shopping in consumers' daily lives. Currently, the Polish e-commerce market is one of the fastest-growing in Central and Eastern Europe, and its continued growth is supported by investments in logistics infrastructure, new technologies, and the development of sales platforms.

The consumer structure in the Polish retail market is diverse, reflecting demographic differences, affluence, and lifestyle. Key segments include young adults actively using digital channels, families seeking affordable prices and convenient shopping, and seniors who remain more attached to traditional forms of commerce, although they are increasingly turning to e-commerce, especially in the pharmaceutical, cosmetics, and clothing categories. It's worth noting the growing importance of the conscious consumer, who pays attention to product quality, origin, environmental impact, and ethical aspects of business operations.

The Polish retail market is characterized by seasonality and the strong influence of shopping opportunities such as the pre-holiday period, Black Friday, Cyber ​​Monday, and post-season sales. During these times, consumers are more likely to make purchase decisions that are otherwise restricted or postponed. Economic factors, including inflation, government fiscal policy, the labor market situation, and changes in household income, also have a significant impact on the market structure. These elements significantly determine Poles' purchasing capacity and the direction of retail offerings, both in-store and online.

The Polish retail market remains an arena of intense competition, with those able to quickly adapt to changing conditions and consumer expectations gaining an advantage. Technological innovations such as personalized offerings, the development of cashless payment systems, the automation of customer service processes, and the use of artificial intelligence in product recommendations are becoming standard practices for companies seeking to maintain their position and build customer loyalty in the face of growing market challenges.

Shopping preferences of Polish consumers

Polish consumers' purchasing preferences are shaped by numerous factors, including economic, social, and cultural factors. Price, product quality, availability, and brand reputation and image are key factors influencing consumer choices. For years, Poles have demonstrated a strong price sensitivity, which has intensified amidst rising inflation and the rising cost of living. Value for money is increasingly becoming a key purchasing criterion, prompting consumers to seek out promotions, utilize loyalty programs, and compare offers across various sales channels.

Convenience and product availability play a significant role in the purchasing process. Poles are eager to choose time-saving solutions, such as online shopping with home delivery, pickup at click & collect points, or shopping at nearby local stores. Consumers increasingly expect retailers to provide transparent product information, an intuitive purchasing process, and fast and flexible after-sales service, including returns and complaints.

The modern Polish consumer also places greater importance on environmental and ethical issues. This phenomenon is particularly noticeable among younger age groups, who readily choose local, organic, fair trade, and environmentally friendly products. Limiting consumption in favor of minimalism, a conscious approach to shopping, and avoiding excess are also becoming increasingly important. More and more people declare that before purchasing, they consider the real need for a product and its environmental impact.

Seasonal promotions and special events, such as Black Friday, Cyber ​​Monday, holiday sales, and post-season sales, also significantly influence purchasing preferences. It's during these times that consumers are more likely to purchase products they normally postpone or limit due to price or lack of immediate need. It's worth emphasizing, however, that even during these periods, greater caution and rationalization of purchasing decisions are observed, manifesting themselves in, among other things, more thorough comparisons of offers, the use of price-tracking apps, and planning shopping budgets.

User reviews and recommendations on social media and online marketplaces have become a crucial element in supporting purchasing decisions. Consumers are increasingly guided by product reviews and ratings, seeking confirmation of a seller's quality and credibility. As a result, transparency in companies' operations and building trust in customer relationships are becoming increasingly important.

Product categories subject to purchasing restrictions

Polish consumers' purchasing restrictions are selective and primarily affect product categories that are not considered essential for daily life, or that can be replaced with cheaper alternatives or postponed altogether. Decisions to curtail spending often stem from the need to adapt household budgets to rising living costs, economic uncertainty, and changing consumer priorities.

One of the first categories Poles begin to save on are luxury and premium goods. Purchases related to high-end fashion, jewelry, branded accessories, and exclusive cosmetics are postponed or eliminated altogether. Consumers are forgoing such expenses in favor of more affordable products or focusing on basic needs. During periods of increased financial pressure, increased interest in cheaper alternatives, retail chains' own brands, and products on sale is particularly noticeable.

Similarly, purchases of consumer electronics and home appliances are being restricted, especially for products with a higher level of technological advancement or luxury. Purchases of such goods are often postponed, and consumers are trying to extend the life of existing devices through repairs or servicing. Purchasing a new TV, smartphone, or computer equipment is becoming a more considered decision, usually based on a genuine need for replacement or an exceptionally favorable price offer.

Clear restrictions are also being observed in the clothing and footwear categories. Consumers are increasingly making more rational and planned purchases, often choosing universal, more durable, and classic products instead of following seasonal trends. The growing popularity of slow fashion and the "buy less, choose better" approach further reinforces this phenomenon. Poles are more likely to shop for clothes on sale, using outlet stores, and platforms offering second-hand clothing.

Another category where savings are clearly visible is cosmetics and household chemicals. In this area, restrictions most often apply to more expensive, specialized products, or premium brands. Consumers are more likely to choose basic, universal, and multi-purpose products, forgoing the abundance of various cleaning products and skincare products in favor of cheaper alternatives or products with a wide range of uses.

Purchasing restrictions also apply to services and goods related to entertainment, culture, and leisure. Expenditures on dining, cinema, theater, concerts, and other cultural events are often the first to be reduced in household budgets in times of financial hardship. The same applies to travel and recreation expenses, which are often postponed until a more favorable time or replaced by less expensive leisure activities.

It's worth noting that restrictions also apply to some food categories, although the scale of savings in this area is more varied. Consumers aren't giving up on staple foods, but are increasingly choosing private-label products, cheaper alternatives, or opting for discount stores instead of premium or specialty food stores. In the food category, restrictions often apply to items deemed less essential, such as sweets, alcoholic beverages, and prepared foods.

The impact of the economic situation on purchasing restrictions

The economic situation plays a key role in shaping consumer behavior and decisions to limit purchases in specific categories. In Poland, as in other countries in the region, in recent years consumers have had to adapt their purchasing habits to changing economic conditions, characterized by, among other things, increased inflation, rising living costs, and rising energy and fuel prices. These factors directly impacted household purchasing power, forcing many people to reconsider their consumption priorities and seek savings.

One of the most important economic factors determining the scale of purchasing restrictions is inflation. The rise in overall prices causes consumers to be more cautious about spending and more likely to forgo purchasing products and services deemed less essential. This shifts spending toward essential categories such as food, cleaning products, and utilities, at the expense of durable goods, luxury goods, and recreational and cultural services. Inflation also leads to greater price sensitivity and an increase in the popularity of cheaper alternatives and retail chains' own brands.

Another important factor is the labor market situation. Employment levels, job stability, and wages influence consumers' sense of financial security and their willingness to spend. Amid uncertainty about employment prospects, consumers tend to limit discretionary spending, build savings, and postpone larger purchases, especially in categories such as electronics, home furnishings, and entertainment-related services.

Changes in government tax and regulatory policies are also significant, potentially increasing or decreasing the financial burden on households. Rising costs related to public fees, indirect taxes, and regulated prices (e.g., electricity and gas) cause consumers to allocate a larger portion of their budgets to fixed liabilities, limiting funds available for purchasing goods and services. In such circumstances, companies must address growing customer expectations regarding the value of their products, price transparency, and flexible sales terms.

The economic situation also influences how consumers perceive the future and plan their spending. In times of economic slowdown, increased inflation, and high political and economic uncertainty, there is a growing tendency to save for a rainy day and limit current consumption. This translates into a more cautious approach to shopping, a greater share of planned, well-considered purchasing decisions, and a decline in the importance of impulse purchases.

Changes in the structure of the shopping cart

The changing economic climate and growing pressure on household budgets are directly reflected in the structure of Polish consumers' shopping baskets. Influenced by factors such as inflation, rising living costs, and uncertainty about their financial future, households are changing both the share of individual spending categories and the way they make purchasing decisions. Consumers are increasingly consciously managing their budgets, focusing on meeting basic needs and limiting purchases of products and services deemed less essential.

One of the most noticeable trends is the increase in spending on food, essentials, and everyday expenses such as energy, rent, and transportation. Spending on these categories is mandatory and prioritized, meaning that restrictions in other areas serve to secure funds to cover them. As a result, consumers are increasingly seeking savings in discretionary categories—such as clothing, footwear, consumer electronics, entertainment, and home furnishings—by postponing purchases or forgoing them altogether.

The structure of shopping carts is also changing, with more expensive products being replaced by cheaper alternatives. The popularity of retail chains' own brands, which offer good value for money and reduce the cost of everyday purchases, is growing. Consumers are increasingly turning to promotional products, economy packages, and universal goods with a wider range of uses. This phenomenon applies to food, household chemicals, cosmetics, and basic household items.

Shifts between product categories within a given product group are also clearly visible. Examples include choosing poultry over beef or pork, choosing smaller packages or bulk products, and forgoing ready-made meals in favor of preparing meals at home from basic ingredients. In the clothing and footwear segment, consumers prefer more versatile and classic products that can be worn across seasons and occasions, limiting purchases of clothing that reflect current fashions.

Changes in shopping carts also extend to the way people shop. More and more consumers are planning purchases in advance, creating shopping lists, and using apps to monitor prices and compare offers. Impulsive purchases are declining in favor of more thoughtful decisions based on real need. As a result, promotions, loyalty programs, and tools for controlling spending, such as discount coupons and cashback apps, are gaining in importance.

It's worth noting that changes in shopping cart structure aren't limited to economic considerations alone, but are also a result of growing consumer awareness. More and more people are guided by values ​​such as ecology, minimalism, and social responsibility. In practice, this means limiting the number of products purchased, avoiding excess, and choosing more durable and environmentally friendly items, even if this means a higher unit cost.

Generational and regional differences in purchasing constraints

Shopping restrictions in Poland are not a uniform phenomenon affecting all consumer groups to the same extent. Both age and place of residence significantly influence how Poles adapt their spending to the economic situation and change their shopping preferences. Generational and regional differences are evident both in the structure of the shopping basket and in the product categories most frequently targeted for savings.

Younger generations, especially those aged 18-35, are more inclined to limit their purchases of material goods in favor of experiences, personal development, and technology. Faced with a tighter financial situation, they often forgo purchases of trendy clothing, premium cosmetics, or electronics, which can be postponed. At the same time, younger consumers, typically more adept at using new technologies, actively seek out promotions, compare prices online, and readily use saving apps. In their case, these purchasing restrictions often go hand in hand with increased environmental awareness and the choice of more durable, local, or recycled products.

Middle-aged people, aged 35–55, often exhibit greater conservatism in their purchasing and a greater focus on ensuring the financial security of the entire family. Restrictions in this group primarily apply to discretionary goods, such as entertainment, travel, recreational services, and home furnishings purchases that are not directly related to daily life. This group also readily chooses private label products and cheaper alternatives to well-known brands, while trying not to significantly compromise the family's quality of life.

Seniors, meaning those over 60, approach purchasing restrictions most conservatively. Their spending focuses on basic needs—food, medicines, and cleaning products—with additional purchases, such as clothing, consumer electronics, and recreational services, usually being curtailed first. Due to lower disposable income and a preference for traditional retail, seniors are less likely to use e-commerce or modern savings tools, although the percentage of older people making limited online purchases, such as for pharmacies or clothing, is growing year by year.

Significant differences in purchasing restrictions are also visible by region. Consumers living in large cities such as Warsaw, Krakow, Wrocław, and Gdańsk are more likely to forgo spending on recreational services, dining, and entertainment outside the home, as these were the categories in which they previously incurred relatively higher expenses. At the same time, residents of large urban areas have easier access to a variety of sales channels, allowing them to more informed price comparisons and take advantage of promotions. In smaller towns and rural areas, restrictions are more likely to apply to durable goods and products considered high-end, such as electronics, home furnishings, and branded clothing, while remaining strongly attached to basic spending categories related to everyday life.

Future prospects and trends

Changes in Poles' purchasing preferences and restrictions in individual product categories are part of broader, long-term market transformation processes. Prospects for the coming years indicate that the reduction in consumption in selected segments will not be merely temporary, related to momentary economic turmoil, but will become a component of more lasting changes in consumer attitudes. Further development of the retail market will be shaped simultaneously by economic, technological, social, and regulatory factors.

One of the key trends that will determine the future of retail in Poland is the growing importance of conscious and responsible consumption. A growing number of consumers, regardless of age, will pay attention not only to the price and quality of a product but also to how it was produced, its environmental impact, and the values ​​the brand represents. This trend will foster the further development of eco-friendly offerings, local products, and circular economy solutions such as second-hand stores, recycling, and repair services.

Technology will also become increasingly important as a tool that allows consumers to better control their budgets and plan their purchases. Offer personalization based on data on purchasing behavior, dynamic recommendation systems, price tracking apps, and cashback tools will become standard in both online and offline commerce. At the same time, companies will have to address growing expectations for operational transparency, price transparency, and honest communication of product value.

Forecasts for individual industries indicate that luxury goods, electronics, and durable goods will continue to be more subject to purchasing restrictions, especially amidst persistent inflationary pressures and economic uncertainty. At the same time, consumers can be expected to increasingly purchase these goods based on real needs and long-term planning, which will support the development of sales models based on leasing, subscriptions, and equipment rentals.

Brick-and-mortar retail will also undergo further transformation. Physical stores will increasingly serve as advisory points, showrooms, and online order pickup locations, while digital channels will continue to gain importance in the sales process. The role of the salesperson will also change, requiring them to combine commercial, advisory, and technological competencies.

Over the next few years, it's possible that purchasing restrictions in selected categories will further tighten if high inflation, an economic slowdown, or other factors weaken consumer purchasing power persist. At the same time, companies that respond to these challenges with flexible pricing models, better tailored offerings, and investments in customer relationships will be able to build a competitive advantage and customer loyalty in the long term.

Conclusions and recommendations

An analysis of Polish consumers' shopping preferences and the categories most frequently subject to restrictions leads to several key conclusions, important for retailers, manufacturers, and business strategists. First, these purchasing restrictions are not accidental – they are the result of rational decisions made by consumers who, faced with a challenging economic climate and rising living costs, are focusing on meeting basic needs, forgoing discretionary and luxury goods. Second, these restrictions vary depending on consumers' age, location, and lifestyle, requiring companies to adopt a flexible approach and segment their offerings. Third, changes in the structure of the shopping basket are long-term and are reinforced by growing environmental awareness and increasing consumer social responsibility.

For retailers and manufacturers, this means taking action to adapt their offerings and market strategies to the new realities. Key recommendations cover several areas.

1. Flexibility in offerings and pricing policies:
   Companies should strive to create a wide range of product offerings, allowing consumers to choose products that fit their budget. It's worth developing the private label segment and more affordable alternatives while maintaining acceptable quality. Sales models based on subscriptions, rentals, or installment plans, which allow for spreading out expenses over time, are gaining importance.
2. Building value and transparency in your offerings:
   In an increasingly price-sensitive environment, customers expect clear and honest communication about the value of the product on offer. It's crucial to highlight the features that justify choosing a given product: durability, functionality, local origin, or environmental friendliness. Transparency in pricing, avoidance of hidden costs, and transparency in promotions and discounts strengthen consumer trust.
3. Strengthening digital channels and omnichannel:
   Changes in consumer shopping preferences are accelerating the digitalization of commerce. Companies should invest in the development of e-commerce, tools for personalizing offers, and solutions enabling seamless integration of online and offline shopping. Providing consumers with convenient shopping, flexible delivery options, and efficient returns and complaints handling is becoming increasingly important.
4. Focus on loyalty and customer relationships.
   In times of shopping restrictions, building customer loyalty becomes especially important. Consumers are more likely to choose brands that offer not only a product but also added value: loyalty programs, favorable returns policies, pro-social activities, or involvement in local initiatives. Companies that demonstrate empathy and understanding of customer needs gain a competitive advantage.
5. Social Responsibility and Sustainability:
   Expectations of brands are rising not only in terms of price and quality, but also in terms of their impact on the environment. Consumers are increasingly choosing companies that operate responsibly—both ecologically and socially. It's worth investing in solutions that reduce carbon footprints, minimize waste, and support local communities.

In summary, effectively responding to consumer purchasing constraints requires companies to take a holistic approach to sales, communication, and branding strategies. The challenges posed by purchasing constraints should not only be viewed as threats, but also as opportunities to develop innovative business models and build long-term relationships based on customer trust and loyalty.