ZEN.COM forecasts that during this year’s Black November, Poles may recover up to one million PLN thanks to cashback. This trend reflects the growing popularity of modern financial services and smart shopping – where consumers plan purchases, compare prices, and consciously choose tools that help them save real money without compromising on quality. In just the first two weeks of November, ZEN.COM users generated 90% of the total cashback value from all of November 2024, clearly signalling record-high demand and a shift in spending behaviour.
Cashback Instead of Promotions
In November 2024, ZEN.COM users recovered over 600,000 PLN through cashback, but the growth rate in 2025 is even higher. From 1 to 14 November 2025, the value of cashback generated was 180% higher than in the same period a year earlier. Such a dynamic start suggests that this year’s Black November may end with a record-breaking cashback total.
“Cashback has become one of the most effective tools for optimising spending. ZEN.COM users rely on it not occasionally, but systematically – as a part of everyday budget management. It represents a fundamental shift in consumer behaviour,” says Juliia Starostiuk, Head of Cashback and Partnership at ZEN.COM.
Black Friday lasts the entire month
The way Poles participate in November sales is changing as well. According to ZEN.COM data, already in 2024 Black Friday was no longer an impulsive “one-day promotion festival.” As much as 80% of all cashback came from the remaining days of November, which shows clearly that consumers plan their shopping ahead and seek real financial benefits.
The categories that generated the most cashback in November 2024 were:
- electronics (average cashback approx. 4%),
- fashion (approx. 7%),
- beauty and health (approx. 5%),
- home and interior (approx. 6%),
- travel (over 6%).
These categories are driving November shopping activity – and in 2025, their growth rate is even higher.
“Consumers are beginning to expect real benefits, not marketing promises. That’s why the combination of an attractive offer and instant money-back rewards is becoming a standard – one that will dominate in the years to come,” adds Juliia Starostiuk.
More and more active users
The rising popularity of cashback is also reflected in the growing number of users. From January to early November 2025, activity among ZEN.COM cashback users was significantly higher than in the same period of 2024. The increase applies to both the number of active users and the frequency and value of cashback transactions.
During this period:
- the number of active users grew by 260%,
- the number of cashback transactions increased by 266%,
- the total cashback value rose by 318%.
These figures confirm that cashback has become a natural part of everyday budgeting – a tool that continuously lowers shopping costs and supports more conscious financial decisions.
Impact on the e-commerce market
The growing popularity of cashback also directly influences the e-commerce sector. ZEN.COM’s merchant partners report:
- higher conversion rates,
- stronger customer loyalty,
- more frequent returning buyers.
Importantly, the average basket value in transactions with cashback is 50% higher than in standard purchases.
Currently, ZEN.COM connects around 900 merchants across 30 markets with a growing base of active users, making it possible for online stores to quickly reach high-intent customers without running costly advertising campaigns. Cashback has become an effective tool for boosting sales, increasing basket value, and improving the efficiency of e-commerce operations. As a result, ZEN.COM continues to strengthen its position as a leader in modern payment and shopping services in Europe.
