Gifts Today magazine

Revealed: Brits on Black Friday

Today is Black Friday. The shopping extravaganza has evolved into a staple ‘event’ in the UK retail calendar. So much so, that commerce company Salmon estimate a colossal £4.75 billion (£2.23 billion online and £2.52 billion in-store) will be spent during Black Friday this year

With 92% of Brits now aware of Black Friday according to research by management consulting firm McKinsey, online marketplace surveyed 1,562 UK consumers who will be actively seeking the best deals on Black Friday, to better understand their shopping intentions for 23 November 2018.

Before getting into the main findings, they analysed data from Black Friday Global, to find that £300 is the amount a typical Brit will fork out on Black Friday. From all the offers and discounts available, a UK consumer can anticipate making an average saving of £489. Additionally, with retailers undoubtedly prepared for a huge surge in demand – sales are astonishingly predicted to be 1500% higher on Black Friday in comparison to a regular Friday.

From OnBuy’s survey, it was found that the biggest motivation for British consumers to shop on Black Friday is because they believe it is the best time/opportunity in the year to get expensive products at a marked down price (72%). Thereafter, 66%plan to search for deals on Black Friday for the sole purpose of sorting out Christmas presents for their loved ones. Similarly, 54% will use Black Friday as an opportunity to buy gifts for social occasions such as birthdays and weddings.

Opposingly, only 15% of Brits believe Black Friday will provide them with the valuable moments to spend quality time with family/friends. Just above, 27% are influenced to hunt for bargains on 23November, as a direct consequence of purchasing items on each Black Friday that has occurred since its 2013 inception in the UK.

Furthermore, OnBuy sought to discover the product categories which are set to experience the greatest demand on Black Friday.

Appliances/electronics (78%) will generate the most interest from shoppers on Black Friday while toys generate 65% interest. Meanwhile, 72% are on the lookout for some excellent offers on ‘clothes/shoes’ to refresh their wardrobe.

Interestingly,49% of consumers are in the market for ‘gift cards/vouchers’ which are on sale for less than their face value (e.g. a £25 gift card/voucher for £20).

On the other end, Black Friday promotions on ‘food/beverages’ (17%) are expected to appeal the least to shoppers. Likewise, a mere 28% have ‘sporting goods’ on their Black Friday shopping list.

Cas Paton, Managing Director of says: 'Black Friday has become a massive opportunity for UK retailers to drive sales and revenue in the important run-up to Christmas. Consequently, retailers have allocated significant resources to make it a shopping spectacle which successfully captures the attention and wallets of consumers. This year is certainly going to be no different and this research provides a comprehensive insight into how Brits intend to splash their cash on the big day itself –with some products notably set to be more desirable than others'.

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