More than three-quarters (77%) of UK shoppers plan to take part in Black Friday this year, as ongoing cost-of-living pressures put value firmly in focus ahead of Christmas, according to new research from retail and shopper marketing agency Savvy.
The findings reveal how Black Friday is evolving beyond its traditional electricals and fashion heartland, presenting growing opportunities for food and drink brands, supermarkets and hospitality operators.
Alastair Lockhart, insight director at Savvy, commented: “Despite some concerns about the credibility of discounts, shoppers continue to see significant value in the event. Almost three-quarters of shoppers believe Black Friday offers the best deals of the year, while 72% say discounts allowed them to buy products they wouldn’t normally be able to afford. With the cost of living very much front of mind, the Black Friday sales period has become an essential part of many shoppers’ festive buying plans.”
The event is increasingly important for Christmas shopping, with 84% agreeing that Black Friday was a good time to buy gifts. Six in 10 (60%) shoppers have specifically saved money to spend during Black Friday, underlining the extent to which the occasion has become a planned part of household spending.
Black Friday now a festive shopping fixture, not just a day
While Black Friday officially falls on 27 November this year, shoppers increasingly see it as an extended sales period rather than a single-day event. Savvy’s research found that 42% of shoppers expect to shop Black Friday deals in the weeks leading up to the event and 40% plan to shop on Black Friday itself. Meanwhile, 19% expect to make purchases in the days and weeks that follow.
“As retailers continue to extend their promotional activity, Black Friday has become a longer window of opportunity to engage shoppers. For brands and retailers, this has created more opportunities to reach shoppers at different stages of their purchasing journey, from early deal research through to later Christmas purchases. The challenge, of course, is balancing the need to stimulate demand with protecting margins during this crucial trading period,” added Lockhart.
Physical stores remain relevant, with 42% of shoppers expected to shop Black Friday deals in-store; 52% planned to shop online.
Social commerce has also started to establish a role in the event. One in 10 shoppers expected to buy through social media platforms such as TikTok Shop, rising to 22% among households with children.
Shoppers want value, but remain sceptical about deals
While shoppers recognised the benefits of Black Friday, there was tension between the appeal of discounts and concerns about the authenticity of some. Three-quarters (76%) of shoppers said they often questioned whether Black Friday discounts were as good as they seemed, while 80% believed the event encouraged people to buy things they didn’t need.
Technology also placed a growing role. Over half (55%) of shoppers said they would use AI to help find the best deals, highlighting growing interest in tools that could compare prices rapidly and identify genuine value.
However, Black Friday is not simply about finding familiar products at lower prices. More than two-thirds (68%) of shoppers agreed that the event helped them to discover new brands.
Fashion and electricals lead, but food and drink show significant potential
Clothing and footwear topped the list of planned Black Friday purchases, selected by 37% of shoppers, closely followed by electricals and gadgets at 34%. However, food was not far behind, with 29% expecting to purchase food products during the occasion. Health and beauty products (26%), homeware (25%) and toys and games (23%) were also popular categories. One in five shoppers planned to buy books, music, films or video games (20%), while alcoholic drinks and soft drinks were each selected by 19%.
Black Friday presents growth opportunities
Savvy’s research suggested that shopper appetite for food and drink promotions is considerably greater than current purchasing intentions might have indicated.
More than eight in 10 shoppers (82%) believed supermarkets should offer Black Friday discounts on groceries, while 83% would have liked their favourite food and drink brands to participate in the occasion.
The opportunity extended across both everyday essentials and seasonal purchases. Over three-quarters (76%) said they would use Black Friday deals to stock up on everyday food and drink products, while 79% would use discounts to buy food and drink for Christmas.
There is also an opportunity to encourage shoppers to trade up. Three-quarters (76%) said Black Friday discounts would encourage them to buy premium food and drink products they wouldn’t normally purchase, while 73% saw the occasion as a good opportunity to try new food and drink brands.
Lockhart concluded: “Black Friday presents a particularly interesting opportunity for food and drink brands. With the right categories and offers, retailers can encourage shoppers to trade up, try new products and make additional purchases during the festive period. The opportunity is to generate incremental sales, rather than simply bring forward purchases at a lower margin – a challenge that can be particularly acute in categories such as electricals and fashion.”
Black Friday extends into hospitality and foodservice
The opportunity for food and drink is not limited to supermarket shelves. Black Friday is also highly relevant to restaurants, cafés, pubs and takeaway businesses.
More than one in four shoppers (27%) expected to order a takeaway or food delivery using a Black Friday deal, while 21% planned to eat at a restaurant offering a promotion. One in five (20%) expected to visit a café or coffee shop offering a deal, with 17% planning to visit a pub or bar participating in the occasion.
Almost three-quarters (72%) agreed they would be more likely to visit a restaurant, pub or bar if it offered Black Friday deals.
These findings highlight an opportunity for hospitality businesses to use Black Friday to stimulate visits and orders, particularly as consumers balance the desire to enjoy themselves with the need to manage spending.
For operators, promotions that offer a clear sense of value, whether through set menus, bundled offers or incentives to visit, could provide an effective way to attract customers during the extended Black Friday period.
