New insights from global data and technology company, Experian, and Reward, global leader in customer engagement and commerce media, show that Black Friday has transformed from a single day into a season-long shopping event, with Brits now favouring experiences, wellbeing, and value-led purchases over traditional retail spending.
By analysing year-to-date spending patterns alongside ‘Golden Quarter’ data from 2024, the research offers valuable insight into how people are likely to approach this year’s peak festive shopping season.
Analysis based on over 1.4 billion anonymised transactions across more than 4,000 retail brands reveals that Black Friday’s importance as a single day has decreased when compared to the broader trading window* – which increased by more than 10% compared to 2023.
October and December also outperformed November in 2024 in terms of sales, signalling a shift in shopping habits. This trend is expected to carry into 2025, with shoppers embracing a more balanced, season-long approach to festive spending over single-day surges.
Experiences, value and digital growth reshape festive spending
Spending habits are evolving, with consumers prioritising wellbeing and experiences, as well as turning to affordable and sustainable brands. Looking at spending analysis across the year domestic and international travel spend grew by 8.3% in Q4 2024 specifically and has continued to climb in 2025 (+3.1% year-to-date).
Alongside this evolution in spending habits, gym and fitness sign-ups have increased by 9.4% year-to-date, while health & beauty spend is up 2.2% year-to-date. Within this, nutrition sales have also risen by 5.6% year-to-date, highlighting continued consumer investment in wellness and self-care.
Meanwhile, value-driven retail (+42% year-on-year), resale marketplace platforms (+21% year-on-year) and social shopping channels (+23.6% year-on-year) are thriving. This growth is particularly strong among the 65+ age group**, who now account for 14% of total online spend, highlighting how people, and especially older demographics, are seeking value, sustainability and convenience.
When it comes to who is driving spending during Black Friday and the Golden Quarter, Experian Mosaic consumer classification reveals that mature homeowners, suburban families, younger renters, and budget-conscious buyers were among the most active in the 2024 Black Friday period.
The new rules of festive retail
As advertisers and brands plan for Black Friday and the remainder of the Golden Quarter, promotional campaigns remain key drivers of consumer engagement, even as spending shifts toward new categories.
To stay competitive this Golden Quarter, brands must move beyond short-term discounting and use data to anticipate customer needs, align pricing with real-time behaviour, deliver consistent experiences across channels, and build reward strategies that turn seasonal shoppers into loyal customers.
Colin Grieves, managing director of Experian Marketing Services, Experian UK&I, said: “Consumer habits are clearly evolving and in today’s economic climate those changes are difficult to predict.
“Having access to accurate, comprehensive spending pattern insight, combined with smarter audience targeting, gives brands a much stronger chance of success. It ensures the right messages reach the right audiences across all channels, delivering value to both the brand and the consumer.”
