Black Friday in United Kingdom (UK) 2020 – Consumer Dynamics and Spending Habits

Pages: 158 Published: December 31, 2020 Report Code: VR0138OC

Black Friday in United Kingdom (UK) 2020 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

– The Black Friday market declined this year as fewer consumers decided to shop and the consumers who did engage with the Black Friday promotional events, spent less during the promotional window. The decline in Black Friday’s typical explosiveness could be attributed to retailers heavy discounting throughout 2020.

– Christmas spend was brought forward this year, with a significant percentage of consumers shopping their Christmas gifts during the Black Friday promotional period. The extension of the Black Friday promotional window coupled with fears of depleted stock, led to a significant percentage of shoppers purchasing items earlier than 27 November.

– Stores classified as essential experienced a great advantage over non-essential retail stores, due to mass lockdowns imposed throughout most of the UK. Tesco made a big impact this year, where it was very popular amongst consumers across several categories.

– The demand for health and beauty products grew this year and a significant proportion of shoppers purchased products within this category on Black Friday. Average health and beauty spend grew considerably and the influence of online pureplays grew stronger as a result of the lockdown measures forcing retailers to close their stores.

Reasons to Buy

– Use our in-depth consumer insight to discover what consumers are purchasing during the Black Friday period and whether shoppers are waiting to the official day to make purchases in case of further discounting later during the period.

– Understand who consumers are purchasing for and how much they are spending so marketing can be geared to the right audience.

– Examine the reasons why consumers are going to certain retailers for particular products to ascertain where retailers can steal share and maximise sales potential.

Key Players

All birds
Aldi
Amazon
AO.com
Argos
ASDA
ASOS
Beauty Bay
Boots
Boohoo.com
B&M
B&Q
CeX
Co-op
Costco
Clas Ohlson
Debenhams
Decathlon
Dixons Carphone
Dobbies
Dunelm
Euronics
Fragrance Direct
GAME
Go outdoors
Halfords/Cycle republic
H&M
HMV
Homebase
Home Bargains
Hotel Chocolat
House of Fraser
Hush
Iceland
IKEA
JD Sports
John Lewis & Partners
Lidl
Littlewoods
Makro
Marks & Spencer
Microsoft/Xbox Live/Xbox Video
Moonpig.com
Morrisons
Next
Nicolas
Nike
Oliver Bonas
Pandora
Pets at Home
Poundland
Pretty Little Thing
Sainsbury's
SCS
Smyths Toys
Sofology
Sports Direct
Superdrug
Tesco
The Body Shop
The Disney Store
The Entertainer
The Perfume Shop
The Range
The Works
TK Maxx
Toolstation
Topps Tiles
Very.co.uk
Waitrose
White Stuff
Wickes
Wiggle
Wilko
Zara
The Body Shop
The Perfume Shop
The Range
The Works
TK Maxx
Topshop
Very.co.uk
Virgin Wines
Waitrose & Partners
Waterstones
WH Smith
Wilko
Zara

Table of Contents

Table of Contents

THE KEY FINDINGS

The Key Findings

Definitions

Black Friday loses some lustre as heavy discounting throughout 2020 ensure shoppers did not have to wait

Christmas comes earlier this year as consumers utilise the promotional period to make gifting budgets stretch further

Essential shops take the cake thanks to non-essential store closures

Growing demand for health & beauty brings it a step above the rest this year

Trend insight – stores

Trend insight – online

Trend insight – anti Black Friday

CONSUMER ATTITUDES

Black Friday penetration

Black Friday participation

Barriers to purchase

Financial wellbeing

Black Friday spending

Financing spending

Purchasing dates

Impact on timing

Impact on Christmas spend

Purchasing recipients

Research

Retailer promotions

Consumer attitudes to deals

Percentage of online spend

Consumer preferences

Consumer expectations

Black Friday & Cyber Monday statements

Retailer ratings – grocers

Retailer ratings – non-grocers

ELECTRICALS & TECHNOLOGY

Retailer selection

Channel usage

Store type usage

Device usage

Fulfilment

Spending

Retailer used

Buying dynamics

Amazon electricals

CLOTHING & FOOTWEAR

Retailer selection

Channel usage

Store type usage

Device usage

Fulfilment

Spending

Retailer used

Buying dynamics

HEALTH & BEAUTY

Retailer selection

Channel usage

Store type usage

Device usage

Fulfilment

Spending

Retailer used

Buying dynamics

ENTERTAINMENT & LEISURE

Retailer selection

Channel usage

Store type usage

Device usage

Fulfilment

Spending

Retailer used

Buying dynamics

HOMEWARES, FURNITURE & DIY

Retailer selection

Channel usage

Store type usage

Device usage

Fulfilment

Spending

Retailer used

Buying dynamics

Consumer attitudes

SPECIALTY FOOD & DRINK

Retailer selection

Channel usage

Store type usage

Device usage

Fulfilment

Spending

Retailer used

Buying dynamics

MISCELLANEOUS PRODUCTS

Retailer selection

Channel usage

Store type usage

Device usage

Fulfilment

Spending

Retailer used

Buying dynamics

METHODOLOGY & CONTACTS

Technical details: consumer survey work

List of Tables

List of Tables

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

Retailer ratings across key measures – grocers, 2020

Retailer ratings across key measures – non-grocers, 2020

Retailers used – Electricals & technology ppt change 2019 to 2020

Products purchased Audio visual, 2019 & 2020

Retailers used Audio visual, 2018 & 2019

Products purchased Computers & tablets, 2019 & 2020

Retailers used Computers & tablets, 2019 & 2020

Products purchased Gaming hardware, 2019 & 2020

Retailers used Gaming hardware, 2019 & 2020

Products purchased Home appliances, 2019 & 2020

Retailers used Home appliances, 2019 & 2020

Products purchased Personal grooming, 2019 & 2020

Retailers used Personal grooming, 2019 & 2020

Products purchased Amazon hero products, 2019 & 2020

Retailers used – Clothing & footwear ppt change 2019 to 2020

Products purchased Clothing, 2019 & 2020

Retailers used Clothing, 2019 & 2020

Products purchased Accessories, 2019 & 2020

Retailers used Accessories, 2019 & 2020

Products purchased Footwear, 2019 & 2020

Retailers used Footwear, 2019 & 2020

Retailers used – Health & beauty ppt change 2019 to 2020

Products purchased Health & Beauty overall, 2019 & 2020

Retailers used -Entertainment & leisure ppt change 2019 to 2020

Products purchased Entertainment & books, 2019 & 2020

Retailers used Entertainment & books, 2019 & 2020

Products purchased Sports & leisure, 2019 & 2020

Retailers used Sports & leisure, 2019 & 2020

Products purchased Toys & games, 2019 & 2020

Retailers used Toys & games, 2019 & 2020

Retailers used -Homewares, furniture & DIY ppt change 2019 to 2020

Products purchased Homewares, 2019 & 2020

Retailers used Homewares, 2019 & 2020

Products purchased DIY & Gardening, 2019 & 2020

Retailers used DIY & Gardening, 2019 & 2020

Products purchased Floorcoverings, 2019 & 2020

Retailers used Floorcoverings, 2019 & 2020

Products purchased Furniture, 2019 & 2020

Retailers used Furniture, 2019 & 2020

Retailers used -Specialty food & drink ppt change 2019 to 2020

Products purchased Food & nutrition, 2019 & 2020

Retailers used Food & nutrition, 2019 & 2020

Products purchased Drinks, 2019 & 2020

Retailers used Drinks, 2019 & 2020

Retailers used -Miscellaneous products ppt change 2019 to 2020

Products purchased Pet care, 2019 & 2020

Retailers used Pet care, 2019 & 2020

Products purchased Seasonal, 2019 & 2020

Retailers used Seasonal, 2019 & 2020

Products purchased Stationery, 2019 & 2020

Retailers used Stationery, 2019 & 2020

List of Figures

List of Figures

Black Friday shopper penetration, overall (2020 and 2019) and by demographic and region, 2020

Black Friday / Cyber Monday participation, 2019 and 2020

Barriers to Purchase, 2019 & 2020

Financial wellbeing compared to last year, 2019 & 2020

Black Friday / Cyber Monday spending compared to last year, 2019 & 2020

Black Friday / Cyber Monday, reasons for spending more, 2020

Black Friday / Cyber Monday, reasons for spending less, 2020

How consumers financed Black Friday spending, 2019 & 2020

What day did consumers purchase on, 2019 & 2020

Impact of Black Friday/Cyber Monday period on timing of purchasing, 2019 & 2020

Influence of Black Friday/Cyber Monday promotional period on Christmas gift purchasing, 2019 & 2020

Sectors consumers purchased when buying Christmas gifts, 2020

Who were the items for, 2019 & 2020

Research methods, 2019 & 2020

Retailers that did the best job of promoting Black Friday / Cyber Monday, 2020 and ppt change on 2019

Which retailer is the first port of call when looking for Black Friday purchases?, 2020 and change on 2019

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

Proportion of online spend for Black Friday / Cyber Monday, 2019 and 2020

What sort of deals are most appealing / taken advantage of during Black Friday / Cyber Monday

Agreement and disagreement with statements about Black Friday & Cyber Monday, 2020 and change on 2019

What's driving retailer selection (electricals & technology), 2020, & ppt change on 2019

Consumers using each channel for purchasing electricals & technology (browsed & purchased), 2020

Consumers using each store type for purchasing electricals & technology (browsed & purchased), 2020

Consumers using each device for purchasing electricals & technology (browsed & purchased), 2020

Fulfilment options for Black Friday electricals & technology purchases made online, 2019 & 2020

Average spend on electricals & technology & change on last year

Proportion of online spend for electricals & technology, 2019 & 2020

Top 10 retailers shopped at for electricals & technology, 2019 & 2020

Black Friday electricals & technology penetration, overall and by demographic, 2019 & 2020

Black Friday Audio Visual penetration, overall and by demographic, 2019 & 2020

Television purchasing dynamics, 2019 & 2020

Black Friday Computers & tablets penetration, overall and by demographic, 2019 & 2020

Black Friday Gaming hardware penetration, overall and by demographic, 2019 & 2020

Black Friday Home appliances penetration, overall and by demographic, 2019 & 2020

Black Friday Personal grooming penetration, overall and by demographic, 2019 & 2020

Planned/impulse purchases (overall electricals & technology), 2019 & 2020

Planned/impulse purchases (within electricals & technology), 2019 & 2020

Amazon hero products penetration, overall and by demographic, 2019 & 2020

Planned/impulse purchases (of Amazon hero products), 2019 & 2020

Planned/impulse purchases (within Amazon hero products), 2019 & 2020

Ordering dynamics (of Amazon hero products)

What's driving retailer selection (clothing & footwear), 2020, and ppt change on 2019

Consumers using each channel for purchasing clothing & footwear (browsed & purchased), 2020

Consumers using each store type for purchasing clothing & footwear (browsed & purchased), 2020

Consumers using each device for purchasing clothing & footwear (browsed & purchased), 2020

Fulfilment options for Black Friday clothing & footwear purchases made online, 2020

Average spend on clothing & footwear and change on last year

Proportion of online spend for clothing & footwear, 2019 & 2020

Top 10 retailers shopped at for clothing & footwear, 2019 & 2020

Black Friday clothing & footwear penetration, overall and by demographic, 2019 & 2020

Black Friday Clothing penetration, overall and by demographic, 2019 & 2020

Black Friday Accessories penetration, overall and by demographic, 2019 & 2020

Black Friday Footwear penetration, overall and by demographic, 2019 & 2020

Agreement and disagreement with statements about Black Friday & Cyber Monday purchases of clothing & footwear items, 2020

Planned/impulse purchases (overall clothing & footwear), 2019 & 2020

Planned/impulse purchases (within clothing & footwear), 2019 & 2020

What's driving retailer selection (health & beauty), 2020

Consumers using each channel for purchasing health & beauty (browsed & purchased), 2020

Consumers using each store type for purchasing health & beauty (browsed & purchased), 2020

Consumers using each device for purchasing health & beauty (browsed & purchased), 2020

Fulfilment options for Black Friday health & beauty purchases made online, 2020

Average spend on health & beauty and change on last year

Proportion of online spend for health & beauty, 2019 & 2020

Top 10 retailers shopped at for health & beauty, 2019 & 2020

Black Friday health & beauty penetration, overall and by demographic, 2019 & 2020

Planned/impulse purchases (overall health & beauty), 2019 & 2020

Type of health and beauty purchases during Black Friday / Cyber Monday promotions

What's driving retailer selection (entertainment & leisure), 2020, & ppt change on 2019

Consumers using each channel for purchasing entertainment & leisure (browsed & purchased), 2020

Consumers using each store type for purchasing entertainment & leisure (browsed & purchased), 2020

Consumers using each device for purchasing entertainment & leisure (browsed & purchased), 2020

Fulfilment options for Black Friday entertainment & leisure purchases made online, 2019 & 2020

Average spend on entertainment & leisure and change on last year

Proportion of online spend for entertainment & leisure, 2019 & 2020

Top 10 retailers shopped at for entertainment & leisure, 2019 & 2020

Black Friday entertainment & leisure penetration, overall and by demographic, 2019 & 2020

Black Friday Entertainment & books penetration, overall and by demographic, 2019 & 2020

Black Friday Sports & leisure penetration, overall and by demographic, 2019 & 2020

Black Friday Toys & games penetration, overall and by demographic, 2019 & 2020

Planned/impulse purchases (overall entertainment & leisure), 2019 & 2020

Planned/impulse purchases (within entertainment & leisure), 2019 & 2020

What's driving retailer selection (homewares, furniture & DIY), 2020, & ppt change on 2019

Consumers using each channel for purchasing homewares, furniture & DIY (browsed & purchased), 2020

Consumers using each store type for purchasing homewares, furniture & DIY (browsed & purchased), 2020

Consumers using each device for purchasing homewares, furniture & DIY (browsed & purchased), 2020

Fulfilment options for Black Friday homewares, furniture & DIY purchases made online, 2019 & 2020

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

Proportion of online spend for homewares, furniture & DIY, 2019 & 2020

Top 10 retailers shopped at for homewares, furniture & DIY, 2019 & 2020

Black Friday homewares, furniture & DIY penetration, overall and by demographic, 2019 & 2020

Black Friday Homewares penetration, overall and by demographic, 2019 & 2020

Black Friday DIY & Gardening penetration, overall and by demographic, 2019 & 2020

Black Friday Floorcoverings penetration, overall and by demographic, 2019 & 2020

Black Friday Furniture penetration, overall and by demographic, 2019 & 2020

Planned/impulse purchases (overall homewares, furniture & DIY), 2019 & 2020

Planned/impulse purchases (within homewares, furniture & DIY), 2019 & 2020

Was delivery before Christmas a factor in whether or not to purchase furniture?, 2019 & 2020

What's driving retailer selection (specialty food & drink), 2020, and ppt change on 2019

Consumers using each channel for purchasing specialty food & drink (browsed & purchased), 2020

Consumers using each store type for purchasing specialty food & drink (browsed & purchased), 2020

Consumers using each device for purchasing specialty food & drink (browsed & purchased), 2020

Fulfilment options for Black Friday specialty food & drink purchases made online, 2019 & 2020

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

Proportion of online spend for specialty food & drink, 2019 & 2020

Top 10 retailers shopped at for specialty food & drink, 2019 & 2020

Black Friday specialty food & drink penetration, overall and by demographic, 2019 & 2020

Black Friday Food & nutrition penetration, overall and by demographic, 2019 & 2020

Black Friday Drinks penetration, overall and by demographic, 2019 & 2020

Planned/impulse purchases (overall specialty food & drink), 2019 & 2020

Planned/impulse purchases (within specialty food & drink), 2019 & 2020

What's driving retailer selection (miscellaneous products), 2020, and ppt change on 2019

Consumers using each channel for purchasing miscellaneous products (browsed & purchased), 2020

Consumers using each store type for purchasing miscellaneous products (browsed & purchased), 2020

Consumers using each device for purchasing miscellaneous products (browsed & purchased), 2020

Fulfilment options for Black Friday miscellaneous products purchases made online, 2019 & 2020

Average spend on miscellaneous products & change on last year

Proportion of online spend for miscellaneous products, 2019 & 2020

Top 10 retailers shopped at for miscellaneous products, 2019 & 2020

Black Friday miscellaneous products penetration, overall and by demographic, 2019 & 2020

Black Friday Pet care penetration, overall and by demographic, 2019 & 2020

Black Friday Seasonal penetration, overall and by demographic, 2019 & 2020

Black Friday Stationery penetration, overall and by demographic, 2019 & 2020

Planned/impulse purchases (overall miscellaneous products), 2019 & 2020

Planned/impulse purchases (within miscellaneous products), 2019 & 2020

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