Record numbers of UK shoppers are set to participate in Black Friday sales this year, with 50% planning to shop compared to 44% who made a purchase last year. Younger shoppers are particularly enthusiastic, with 74% of those aged 18–34 intending to take part.
Although inflation has eased significantly from previous highs, consumer confidence has softened in recent months. Shoppers are actively looking for ways to save this Christmas, and with many expecting retailers to run Black Friday sales and promotions, the event is seen as a prime opportunity for picking up affordable Christmas presents.
Among those intending to shop during Black Friday:
- 68% agree it offers some of the best deals of the year, with 71% saying the deals are worth the wait.
- 71% appreciate Black Friday sales as a way to afford products that might otherwise be out of reach.
- 88% see it as an ideal time to purchase gifts for the festive season.
- 49% specifically save up for Black Friday shopping.
Top categories Black Friday shoppers want to see included this year:
- Clothing and footwear: 69%
- Electricals: 65%
- Homeware: 50%
- Health and beauty products: 48%
There is also a growing Black Friday opportunity for food and drink brands, with 35% of Black Friday shoppers hoping to see deals on food (home consumption), 32% looking for offers in pubs, bars, and restaurants, and around a quarter interested in deals on both soft and alcoholic drinks (home consumption).
Food and drink brands should avoid focus on margin eroding price discounting, but concentrate on more interesting promotions like Black Friday evening meal deals that create value for the shopper and the retailer.
Source: Savvy Shopper Panel, November 2024. Sample: 1,004 UK shoppers (representative)