This year, 44% of shoppers say they expect to get involved with Black Friday, according to findings from Savvy’s latest Shopper Panel research. This confirms its status as the standout Sale event in the retail calendar.
Engagement skews heavily towards younger audiences, with 68% of under-35s planning to shop the event. Families are another highly interested group, with 65% planning to buy – many looking to ease Christmas budgets by securing deals early. With cost-of-living concerns still top of mind for many households, the perceived value on offer during Black Friday is front and centre.
Among those planning to get involved this year, sentiment around the event is overwhelmingly positive:
- 84% say Black Friday is a good time to purchase Christmas gifts
- 81% believe Black Friday deals are worth waiting for
- 75% say the deals help them afford products they wouldn’t usually buy
- 74% think it offers the best deals of the year
- 67% go so far as to save money specifically for the occasion
That said, the experience is not without tension. 53% describe Black Friday shopping as overwhelming, and 59% express concerns about its role in promoting an unsustainable shopping culture.
While traditionally focused on categories like electricals, fashion and homewares, shopper expectations are clearly expanding. A striking 88% believe food and drink businesses should participate in Black Friday. In particular, supermarkets are seen to be lagging demand – with limited activity in this space standing out as a missed opportunity in the eyes of many shoppers.
There are also signs that Black Friday is becoming a broader social event. Over half (54%) of Black Friday shoppers say they are likely to visit a pub, bar or restaurant offering a deal. For hospitality operators, the event represents a growing footfall opportunity, across high streets and leisure destinations.
While the event name still refers to a single day, for many retailers, Black Friday begins in early November and rolls through to December. As we’ve seen in recent years, the window is expanding further. For many retailers – mainly non-food players – Black Friday increasingly marks the kick-off of their Christmas campaigns.
In the news: Savvy’s Catherine Shuttleworth provides Black Friday comment on BBC News: How to make sure you’re getting a good deal on Black Friday