Black Friday 2025: the rise of the cautious consumer
Reena Sewraz, Which? retail editor
When someone mentions ‘Black Friday’, I can’t help but think of packed stores with people fighting to get the last discounted TV or stampeding towards the laptops. However, in reality, with the rise of online shopping and the Black Friday period extending beyond a single day, the peril now lies in whether consumers can cut through the online noise and find a genuinely good deal.
Black Friday remains one of the most important days in the retail calendar. A report by data analysis firm Globaldata found that Black Friday shopping in 2024 passed pre-pandemic levels, with 62% of us making a purchase.
But what shoppers are seeking this Black Friday may not be what you think. The cost-of-living crisis, stubborn inflation and subsequent cautious spending are reshaping the nation’s spending habits.
Over the past year, Which? has noticed consumers prioritising smaller, more affordable purchases during sales periods. Snapping up bargains on everyday items such as dishwasher tablets and power banks is often more popular than spending on larger items. The Black Friday buzz is still there, but the baskets are looking more practical.
This is a sign of the times. Our Consumer Insight Tracker has found that an estimated 14.8 million UK households have had to make financial adjustments to cover the cost of essential everyday spending, the highest level seen in 2025. In the month to 17 October, more than half (52%) of surveyed households reported making at least one adjustment to cover everyday essentials such as bills, housing costs, groceries, school supplies and medicines. The most common adjustments were dipping into savings (30%) and cutting back on essentials (28%). With many consumers already tightening their belts, it’s no surprise that big-ticket items need to offer significant savings to appeal during sales periods.
Low consumer confidence remains a lasting consequence of the cost-of-living crisis. Many expect their situation to worsen, and confidence in future household finances fell by two points this month to -15. Only one in five adults (20%) think their situation will improve over the next 12 months, while around a third (34%) think it will get worse. When Which? asked respondents why, more than half pointed to rising food prices, bills and inflation. With spending under strain, shoppers are approaching sales with more caution and greater scrutiny than before. They’re not just looking for bargains; they’re looking for brands they can trust.
Black Friday 2025. Connect with, and attract consumers
So, what can retailers do to better connect with and attract consumers this Black Friday? The short answer: ensure deals are genuine and worthwhile. New Which? analysis of 175 home, tech and health appliances across eight major retailers found that during the 2024 Black Friday sales period (15 November to 12 December), 83% of products were the same price or cheaper at another point in the surrounding year (May 2024 to May 2025).
As Black Friday continues to become noisier and more crowded, consumers are taking note. Shoppers are willing to work harder to find ‘genuine deals’, such as checking price history tracking sites and shopping around more to secure the best price. Retailers that meet them with clear, honest pricing stand to win long-term loyalty. For example, Currys is promising to make every Black Friday deal its lowest ever price this year, inspired by our annual Black Friday investigation. Amazon has also started using badges that flag when it’s ‘the cheapest price ever’. The key will be whether both brands manage to deliver on their promises.
Ultimately, the retailers that succeed will be those who recognise that value now means more than just price; it also means honesty and reliability. Consumers are still spending, but they’re spending smarter, and those who prioritise transparency, provide genuine deals, and make it easy for shoppers to verify their savings will be best placed to capture both sales, trust, and loyalty this Black Friday and beyond.
