Latest research from Savvy Marketing shows that 48% of shoppers are planning to make a Black Friday purchase this year, up from 40% in 2022.
This is the highest level of participation in the event’s history, driven up by the cost of living crisis and many retailers running the event over multiples weeks.
Under 35s are most likely to get involved in Black Friday sales (67%) followed by young families (65%).
While money is tight, shoppers are keen to have the best Christmas they can, with many turning to Black Friday to stretch their budgets further. 46% of shoppers say they’ll do more Christmas shopping on Black Friday this year, compared to last year.
Savvy will be launching its full Black Friday review and research next week. Get in touch if you’d like a copy.