YouGov, the international research and data analytics group, today releases a new report on Britain’s appetite for Black Friday and Cyber Monday sales.
The report finds that Black Friday is the most popular mega-sale event, with one in three (34%) saying they are either “somewhat likely” or “very likely” to make purchases during it. It is followed by Amazon Prime Day and Cyber Monday.
While participation in mega-sale events is steady, interest in them is softening. YouGov asked “How has your interest in mega sales events changed, if at all, compared to 2–3 years ago?” A third (35%) of consumers say they’re less interested than they were 2–3 years ago. The most common reason people gave for this is that the “discounts are misleading”, followed by “the novelty has worn off” then “there are too many sales events throughout the year”.
Furthermore, nearly a quarter (23%) of Black Friday/Cyber Monday shoppers say they will spend less in the events than they did last year, while only one in eleven (9%) are planning on spending more.
Younger consumers are driving Black Friday and Cyber Monday sale participation. The data shows that Gen Z (52%) and Millennials (48%) are significantly more likely to shop during Black Friday or Cyber Monday than to Gen X (34%) and Baby Boomers+ (19%).
Tech products are the most popular item for purchase during mega sales events (52%), followed by clothing (47%) and gifts (46%).
Sarika Rana, head of consumer insights, YouGov UK, said: “Black Friday and Cyber Monday remain key moments for British shoppers, with younger generations leading the charge. While some consumers are questioning the value of mega sales, in reality these events still represent a major opportunity for brands to connect with audiences who are ready to spend with intention and value.”
AI assisted shopping
It has been reported that AI shopping agents will have the potential to revolutionise how consumers do their shopping, with knock-on effects for the retail and advertising industries. YouGov’s research finds that most Britons are unlikely to use AI to help with mega sale shopping this year, but a significant minority are open to it.
Just under one in five (18%) of Black Friday/Cyber Monday shoppers say they are likely to use AI to navigate this year’s sales, while the majority (61%) say they are unlikely to do so.Younger consumers are keener – about a third (32%) of Gen Z mega-sale shoppers say they are likely to use AI, while three quarters of Baby Boomer mega sale consumers (76%) say they are unlikely to use the technology.
While it could theoretically be convenient to ask an AI engine to choose a present for a difficult-to-buy-for relative, so far Britons are unconvinced this is a good idea. Only one in eight (12%) Black Friday/Cyber Monday shoppers would trust AI to choose and buy gifts, and only 15% think that gifts chosen by AI are as meaningful as gifts they choose themselves.
