Black Friday in United Kingdom (UK) 2018 – Consumer Dynamics and Spending Habits

Pages: 151 Published: December 31, 2018 Report Code: VR00102C

"Black Friday in the UK – 2018", report forms part of GlobalData's Retail Occasions series, and offers a comprehensive insight into the consumer dynamics and spending habits of UK consumers for Black Friday The report analyses the market, the major players, the main trends, and consumer attitudes.

Scope

– Black Friday has become an established event in the shopping calendar, with 99.0% of consumers stating they are familiar with the term “Black Friday”. This

– year penetration was up on 2017, with 52.7% of consumers purchasing during the period.

– Majority of Black Friday spend is online, with Amazon being the star performer this year.

– Consumers spent more on treats for themselves and others.

Reasons to Buy

– Use our in-depth consumer insight to learn which categories within Black Friday are shopped the most by consumers and to ensure that product offerings are catering to the needs and wants of customers.

– Understand what drives consumers to use a retailer for their purchases, such as convenience, value for money and interesting product ranges in order to maximise sales potential.

– Use our in-depth analysis to understand which retailers are leading in certain product categories and why.

– Use our average spend data to understand how much consumers are prepared to pay in each product category.

Key Players

Aldi
Amazon
AO
AO.com
Argos
ASDA
ASOS
B&M
Boohoo.com
Boots
Co-op
Debenhams
Dixons Carphone
GAME
Home Bargains
House of Fraser
Iceland
IKEA
John Lewis
Lidl
M&S
Morrisons
New Look
Next
Sainsbury’s
Smyths Toys
Superdrug
Tesco
The Entertainer
The Range
The Works
TK Maxx
Topshop
Very.co.uk
Waitrose
WH Smith
Wilko

Table of Contents

Table of Contents

THE KEY FINDINGS

The Key Findings

Black Friday has a growing impact on when consumers purchase in Q4, shifting sales patterns

Majority of Black Friday spend is online, with Amazon being the star performer

Consumers spent more on treats for themselves and others

Trend insight – stores

Trend insight – social media

Trend insight – online

Trend insight – anti Black Friday

CONSUMER ATTITUDES

Key findings

Black Friday shopper penetration

Black Friday awareness

Black Friday participation

Barriers to purchase

Financial wellbeing

Black Friday spending

Financing spending

Purchasing dates

Impact of timing

Impact of Christmas spend

Purchasing recipients

Research

Retailer promotions

Consumer attitudes to deals

Percentage of online spend

Consumer preferences

Consumer expectations

Black Friday statements

Retailer ratings – grocers

Retailer ratings – non-food retailers

ELECTRICALS & TECHNOLOGY

Key findings

Retailer selection

Channel usage

Device usage

Fulfilment

Spending

Retailer used

Buying dynamics

Amazon electricals

FASHION & BEAUTY

Key findings

Retailer selection

Channel usage

Device usage

Fulfilment

Spending

Retailer used

Buying dynamics

Fashion & Beauty statements

ENTERTAINMENT & LEISURE

Key findings

Retailer selection

Channel usage

Device usage

Fulfilment

Spending

Retailer used

Buying dynamics

HOMEWARES, FURNITURE & DIY

Key findings

Retailer selection

Channel usage

Device usage

Fulfilment

Spending

Retailer used

Buying dynamics

SPECIALTY FOOD & DRINK

Key findings

Retailer selection

Channel usage

Device usage

Fulfilment

Spending

Retailer used

Buying dynamics

MISCELLANEOUS PRODUCTS

Key findings

Retailer selection

Channel usage

Device usage

Fulfilment

Spending

Retailer used

Buying dynamics

METHODOLOGY

Technical details: consumer survey work

List of Tables

List of Tables

Retailer ratings across key measures – grocers, 2018

Retailer ratings across key measures – non-food retailers, 2018

Retailers used – Electricals & technology ppt change 2017 to 2018

Products purchased Audio visual, 2017 & 2018

Retailers used Audio visual, 2017 & 2018

Products purchased Computers & tablets, 2017 & 2018

Retailers used Computers & tablets, 2017 & 2018

Products purchased Gaming hardware, 2017 & 2018

Retailers used Gaming hardware, 2017 & 2018

Products purchased Home appliances, 2017 & 2018

Retailers used Home appliances, 2017 & 2018

Products purchased Personal grooming, 2017 & 2018

Retailers used Personal grooming, 2017 & 2018

Products purchased Amazon hero products, 2017 & 2018

Retailers used – Fashion & beauty ppt change 2017 to 2018

Products purchased Clothing, 2017 & 2018

Retailers used Clothing, 2017 & 2018

Products purchased Accessories, 2017 & 2018

Retailers used Accessories, 2017 & 2018

Products purchased Footwear, 2017 & 2018

Retailers used Footwear, 2017 & 2018

Products purchased Health & Beauty, 2017 & 2018

Retailers used Healthy & Beauty, 2017 & 2018

Retailers used -Entertianment & leisure ppt change 2017 to 2018

Products purchased Entertainment & books, 2017 & 2018

Retailers used Entertainment & books, 2017 & 2018

Products purchased Sports & leisure, 2017 & 2018

Retailers used Sports & leisure, 2017 & 2018

Products purchased Toys & games, 2017 & 2018

Retailers used Toys & games, 2017 & 2018

Retailers used -Homewares, furniture & DIY ppt change 2017 to 2018

Products purchased Homewares, 2017 & 2018

Retailers used Homewares, 2017 & 2018

Products purchased Furniture, 2017 & 2018

Retailers used Furniture, 2017 & 2018

Products purchased DIY & Gardening, 2017 & 2018

Retailers used DIY & Gardening, 2017 & 2018

Products purchased Floorcoverings, 2017 & 2018

Retailers used Floorcoverings, 2017 & 2018

Retailers used -Specialty food & drink ppt change 2017 to 2018

Products purchased Food & nutrition, 2017 & 2018

Retailers used Food & nutrition, 2017 & 2018

Products purchased Drinks, 2017 & 2018

Retailers used Drinks, 2017 & 2018

Retailers used -Miscellaneous products ppt change 2017 to 2018

Products purchased Pet care, 2017 & 2018

Retailers used Pet care, 2017 & 2018

Products purchased Seasonal, 2017 & 2018

Retailers used Seasonal, 2017 & 2018

Products purchased Stationery, 2017 & 2018

Retailers used Stationery, 2017 & 2018

List of Figures

List of Figures

Black Friday shopper penetration, overall and by demographic, 2018 & 2017 shopper penetration

Black Friday shopper awareness, 2018 & 2017

Black Friday & Cyber Monday participation, 2018 & 2017

Barriers to Purchase 2017 & 2018

Financial wellbeing compared to last year, 2017 & 2018

Black Friday spending compared to last year, 2017 & 2018

How consumers financed Black Friday spending, 2017 & 2018

What day did consumers purcchase on, 2017 & 2018

Impact of Black Friday/Cyber Monday period on timing of purchasing, 2017 & 2018

Influence of Black Friday/Cyber Monday promotional period on Christmas gift purchasing, 2017 & 2018

Who were the items for 2017 & 2018

Research methods 2017 & 2018

Retailers that did the best job of promoting Black Friday, 2018

Which retailer is the first port of call when looking for Black Friday purchases?

Do you expect retailers to offer deals, and do they influence where you shop?

Proportion of online spend

What sort of deals are most appealing

What sort of deals did you take advantage of

Consumer expectation of retailers' discounts

Agreement and disagreement with statements about Black Friday, 2018

What's driving retailer selection (electricals & technology), 2018, & ppt change on 2017

Consumers using each channel for purchasing electricals & technology (browsed & purchased), 2018

Consumers using each device for purchasing electricals & technology (browsed & purchased), 2018

Fulfilment options for Black Friday electricals & technology purchases made online, 2017 & 2018

Average spend on electricals & technology & change on last year

Proportion of online spend for electricals & technology

Top 10 retailers shopped at for electricals & technology, 2017 & 2018

Black Friday electricals & technology penetration, overall and by demographic, 2018 & 2017

Black Friday Audio Visual penetration, overall and by demographic, 2018 & 2017

Television purchasing dynamics

Black Friday Computers & tablets penetration, overall and by demographic, 2018 & 2017

Black Friday Gaming hardware penetration, overall and by demographic, 2018 & 2017

Black Friday Home appliances penetration, overall and by demographic, 2018 & 2017

Black Friday Personal grooming penetration, overall and by demographic, 2018 & 2017

Planned/impulse purchases (overall electricals & technology), 2017 & 2018

Planned/impulse purchases (within electricals & technology), 2017 & 2018

Amazon hero products penetration, overall and by demographic, 2018 & 2017

Planned/impulse purchases (of Amazon hero products)

Ordering dynamics (of Amazon hero products)

What's driving retailer selection (fashion & beauty), 2018, & ppt change on 2017

Consumers using each channel for purchasing fashion & beauty (browsed & purchased), 2018

Consumers using each device for purchasing fashion & beauty (browsed & purchased), 2018

Fulfilment options for Black Friday fashion & beauty purchases made online, 2017 & 2018

Average spend on fashion & beauty & change on last year

Proportion of online spend for fashion & beauty

Top 10 retailers shopped at for fashion & beauty, 2017 & 2018

Black Friday fashion & beauty penetration, overall and by demographic, 2018 & 2017 fashion & beauty penetration

Black Friday Clothing penetration, overall and by demographic, 2018 & 2017

Black Friday Accessories penetration, overall and by demographic, 2018 & 2017

Black Friday Footwear penetration, overall and by demographic, 2018 & 2017

Black Friday Health & Beauty penetration, overall and by demographic, 2018 & 2017

Agreement and disagreement with statements about Black Friday purchases of fashion & beauty items, 2018

Planned/impulse purchases (overall fashion & beauty), 2017 & 2018

Planned/impulse purchases (within fashion & beauty), 2017 & 2018

What's driving retailer selection (entertainment & leisure), 2018, & ppt change on 2017

Consumers using each channel for purchasing entertainment & leisure (browsed & purchased), 2018

Consumers using each device for purchasing entertainment & leisure (browsed & purchased), 2018

Fulfilment options for Black Friday entertainment & leisure purchases made online, 2017 & 2018

Average spend on entertainment & leisure & change on last year

Proportion of online spend for entertainment & leisure

Top 10 retailers shopped at for entertainment & leisure, 2017 & 2018

Black Friday entertainment & leisure penetration, overall and by demographic, 2018 & 2017 entertainment & leisure penetration

Black Friday Entertainment & books penetration, overall and by demographic, 2018 & 2017

Black Friday Sports & leisure penetration, overall and by demographic, 2018 & 2017

Black Friday Toys & games penetration, overall and by demographic, 2018 & 2017

Planned/impulse purchases (overall entertainment & leisure), 2017 & 2018

Planned/impulse purchases (within entertainment & leisure), 2017 & 2018

What's driving retailer selection (homewares, furniture & DIY), 2018, & ppt change on 2017

Consumers using each channel for purchasing homewares, furniture & DIY (browsed & purchased), 2018

Consumers using each device for purchasing homewares, furniture & DIY (browsed & purchased), 2018

Fulfilment options for Black Friday homewares, furniture & DIY purchases made online, 2017 & 2018

Average spend on homewares, furniture & DIY & change on last year

Proportion of online spend for homewares, furniture & DIY

Top 10 retailers shopped at for homewares, furniture & DIY, 2017 & 2018

Black Friday homewares, furniture & DIY penetration, overall and by demographic, 2018 & 2017 homewares, furniture & DIY penetration

Black Friday Homewares penetration, overall and by demographic, 2018 & 2017

Black Friday Furniture penetration, overall and by demographic, 2018 & 2017

Black Friday DIY & Gardening penetration, overall and by demographic, 2018 & 2017

Black Friday Floorcoverings penetration, overall and by demographic, 2018 & 2017

Planned/impulse purchases (overall homewares, furniture & DIY), 2017 & 2018

Planned/impulse purchases (within homewares, furniture & DIY), 2017 & 2018

Was delivery before Christmas a factor in whether or not to purchase furniture?

What's driving retailer selection (specialty food & drink), 2018, & ppt change on 2017

Consumers using each channel for purchasing specialty food & drink (browsed & purchased), 2018

Fulfilment options for Black Friday specialty food & drink purchases made online, 2017 & 2018

Average spend on specialty food & drink & change on last year

Proportion of online spend for specialty food & drink

Top 10 retailers shopped at for specialty food & drink, 2017 & 2018

Black Friday specialty food & drink penetration, overall and by demographic, 2018 & 2017 specialty food & drink penetration

Black Friday Food & nutrition penetration, overall and by demographic, 2018 & 2017

Black Friday Drinks penetration, overall and by demographic, 2018 & 2017

Planned/impulse purchases (overall specialty food & drink), 2017 & 2018

Planned/impulse purchases (within specialty food & drink), 2017 & 2018

What's driving retailer selection (miscellaneous products), 2018, & ppt change on 2017

Consumers using each channel for purchasing miscellaneous products (browsed & purchased), 2018

Consumers using each device for purchasing miscellaneous products (browsed & purchased), 2018

Fulfilment options for Black Friday miscellaneous products purchases made online, 2017 & 2018

Average spend on miscellaneous products & change on last year

Proportion of online spend for miscellaneous products

Top 10 retailers shopped at for miscellaneous products, 2017 & 2018

Black Friday miscellaneous products penetration, overall and by demographic, 2018 & 2017 miscellaneous products penetration

Black Friday Pet care penetration, overall and by demographic, 2018 & 2017

Black Friday Seasonal penetration, overall and by demographic, 2018 & 2017

Black Friday Stationery penetration, overall and by demographic, 2018 & 2017

Planned/impulse purchases (overall miscellaneous products), 2017 & 2018

Planned/impulse purchases (within miscellaneous products), 2017 & 2018

$3,500

Can be used by individual purchaser only

$10,500

Can be shared globally by unlimited users within the purchasing corporation e.g. all employees of a single company

Get in touch to find out about our multi-purchase discounts

reportstore@globaldata.com
Tel +44 (0) 20 7947 2960

Every customer’s requirement is unique. We understand that and can customize the report basis your exact research requirements pertaining to market insights, innovation insights, strategy and planning, and competitive intelligence. You can also avail the option of purchasing stand-alone sections of the report or request for a country specific report.

GDPR + CCPA Compliant

Personal and transaction information are kept safe from unauthorised use.

Recently Viewed Reports

Testimonial

“The GlobalData platform is our go-to tool for intelligence services. GlobalData provides an easy way to access comprehensive intelligence data around multiple sectors, which essentially makes it a one-for-all intelligence platform, for tendering and approaching customers.

GlobalData is very customer orientated, with a high degree of personalised services, which benefits everyday use. The highly detailed project intelligence and forecast reports can be utilised across multiple departments and workflow scopes, from operational to strategic level, and often support strategic decisions. GlobalData Analytics and visualisation solutions has contributed positively when preparing management presentations and strategic papers.”

Business Intelligence & Marketing Manager, SAL Heavy Lift

“COVID-19 has caused significant interference to our business and the COVID-19 intelligence from GlobalData has helped us reach better decisions around strategy. These two highlights have helped enormously to understand the projections into the future concerning our business units, we also utilise the project database to source new projects for Liebherr-Werk to use as an additional source to pitch for new business.”

Market Analyst & Management, Liebherr-Werk

Your daily news has saved me a lot of time and keeps me up-to-date with what is happening in the market, I like that you almost always have a link to the source origin. We also use your market data in our Strategic Business Process to support our business decisions. By having everything in one place on the Intelligence Center it has saved me a lot of time versus looking on different sources, the alert function also helps with this.

Head of Key Accounts, Saab AB

Having used several other market research companies, I find that GlobalData manages to provide that ‘difficult-to-get’ market data that others can’t, as well as very diverse and complete consumer surveys.

Marketing Intelligence Manager, Portugal Foods
Looking to stay on top of industry & market trends?

Sign up to receive regular alerts for our latest analysis and reports. No matter your industry focus, you can keep your finger on the pulse with our timely updates.