Black Friday may once have been about impulse splurges and glossy gadgets, but for most UK shoppers this year it’s about getting through Christmas without breaking the bank.
New research suggests shoppers are entering the late 2025 sales season with one eye on their budgets and the other on their shopping baskets. More than half (52%) say they’ll use Black Friday to buy Christmas presents, while almost a quarter (24%) admit it has become a time to “buy what we need” rather than to treat themselves.
Yet the majority don’t believe the bargains are all they seem according to the research by product intelligence business, Vypr. Almost nine in ten (87%) think the sales encourage people to spend money they don’t have, and only 5% completely trust that prices are genuine. Over a third (36%) suspect retailers inflate prices beforehand, while 47% say they know it’s a “marketing ploy” – but will shop anyway.
Instead of chasing luxury items, shoppers are hunting practical deals. Small electricals top the list of planned purchases, followed by homeware and clothes. Amazon remains the go-to retailer, matching traditional high-street names like M&S and Next, as shoppers seek convenience and value above excitement.
Ben Davies, founder of Vypr and retail expert, said: “The cost-of-living crisis has reshaped one of Britain’s biggest shopping days. Black Friday isn’t about splashing out and treating yourself to that huge TV any more – for a lot of people, it’s about making Christmas gifting possible. People are deeply sceptical of the deals, but they can’t afford not to take part. The majority (61%) are shopping for exactly what they need and not using the discounts as an opportunity to ‘trade up’ for higher quality brands or designer goods.”
Topping the list of items we will be buying this Black Friday are clothes (34% of consumers), small electricals such as toothbrushes and coffee machines (32%), homeware (25%). 11% will be looking for pet-related products.
2,000 UK consumers were surveyed by Vypr in November 2025.
