United Kingdom (UK) Black Friday – Analysing Buying Dynamics, Channel Usage, Spending and Retailer Selection

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United Kingdom (UK) Black Friday Market Report Overview

The proportion of consumers shopping during the Black Friday promotional period rose marginally by 0.2ppts in 2023. Although shopper penetration increased in 2023, the size of the Black Friday occasions market in the UK is expected to decrease in the coming years. This is due to the falling average consumer spending across several key categories, with notable drops in the electricals & technology and home appliances sector.

The UK Black Friday market research report offers a comprehensive insight into the dynamics and spending habits of UK consumers for Black Friday. The report analyzes the major players, the main trends, and consumer attitudes to identify the target audience and business goals.

Key Provinces ·        London

·        Northern Ireland

·        West Midlands

·        North East

·        East Midlands

Key Sectors ·        Electricals & Technology

·        Clothing & Footwear

·        Entertainment & Leisure

·        Health & Beauty

·        Homewares, Furniture & DIY

Leading Retailers ·        Amazon

·        Currys

·        Argos

·        Boots

·        Tesco

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UK Black Friday Market Segmentation by Provinces

The key provinces in the UK Black Friday market are London, Northern Ireland, West Midlands, North East, and East Midlands among others. In 2023, London was the leading province with the highest percentage of consumers shopping for Black Friday.

UK Black Friday Market Analysis by Province, 2023 (%)

UK Black Friday Market Analysis by Province, 2023 (%)

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UK Black Friday Market Segmentation by Sectors

The key sectors in the UK Black Friday market are electricals & technology, clothing & footwear, entertainment & leisure, health & beauty, homewares, and furniture & DIY among others. In 2023, electricals & technology was the leading sector with the highest percentage of consumer purchases.

UK Black Friday Market Analysis by Sectors, 2023 (%)

UK Black Friday Market Analysis by Sectors, 2023 (%)

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UK Black Friday Market – Leading Retailers

The leading retailers in the UK Black Friday market are Amazon, Currys, Argos, Boots, and Tesco among others. In 2023, shoppers rated Amazon as the most preferred retailer. Amazon remains the top retailer for Black Friday purchases, with strong consumer demand for Hero electrical products. Amazon was also top when it came to promoting and communicating Black Friday deals, demonstrating the effectiveness of the retailer’s online marketing.

UK Black Friday Market Analysis by Retailers, 2023 (%)

UK Black Friday Market Analysis by Retailers, 2023 (%)

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Key Highlights

  • Spending on home appliances fell in 2023 due to consumers cutting back on higher ticket items and opting to use the occasion to purchase early Christmas presents instead.
  • The online proportion of Black Friday spending declined across all categories in 2023.
  • Shoppers rated Amazon top for range, price, quality, display, and interesting products, with almost 40% of consumers stating that the online pureplay was the first port of call when looking for Black Friday purchases.

Reasons to Buy

  • Identify the key retailers used by consumers to purchase products across various Black Friday categories, and what drives consumers to shop with these retailers.
  • Understand the impact Black Friday & Cyber Monday have on consumers’ purchasing decisions.
  • Know more about the popular channels that consumers use while shopping during the Black Friday period.
  • Identify the products consumers purchased the most within each sector this year, and how this compares to 2022.

Adidas
Aldi
Amazon
AO
Apple
Argos
ASDA
ASOS
B&Q
boohoo.com
Boots
Charlotte Tilbury
Co-op
Currys
Deichmann
Disney Store
Dreams
Dunelm
GAME
H&M
HMV
Homebase
House of Fraser
IKEA
JD Sports
John Lewis & Partners
Kiko Milano
Lidl
Littlewoods
Lookfantastic.com
Marks & Spencer
Matalan
Microsoft/Xbox
Monica Vinader
Morrisons
Naked Wines
New Look
Next
Nike
Notonthehighstreet.com
Pandora
Paperchase
Pets at Home
Poundland
Poundstretcher
Pretty Little Thing
Primark
River Island
Sainsbury's
Schuh
Shein
Smyths Toys
Sony/PlayStation Store
Sports Direct
Superdrug
Tesco
The Entertainer
The Perfume Shop
The Range
The Works
TK Maxx
Very
Waitrose & Partners
WH Smith
Wilko
Zara

Table of Contents

KEY FINDINGS

Definitions

Chart of the month – Older consumers take advantage of Black Friday discounts when shopping for Christmas 2023​

The key findings

Trend insight – instore

Trend insight – online

CONSUMER ATTITUDES

Buying dynamics

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

Consumer preferences

Online spending

Black Friday & Cyber Monday statements

Retailer selection

Retailer ratings – grocers

Retailer ratings – non-grocers

Retailer drivers by category

ELECTRICALS & TECHNOLOGY

Buying dynamics

Retailer used

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Spending

Buying dynamics

Amazon electricals

CLOTHING & FOOTWEAR

Buying dynamics

Retailer used

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Spending

Buying dynamics

Black Friday & Cyber Monday statements

HEALTH & BEAUTY

Buying dynamics

Retailer used

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Spending

Buying dynamics

ENTERTAINMENT & LEISURE

Buying dynamics

Retailer used

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Spending

Buying dynamics

HOMEWARES, FURNITURE & DIY

Buying dynamics

Retailer used

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Spending

Buying dynamics

Consumer attitudes

SPECIALITY FOOD & DRINK

Buying dynamics

Retailer used

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Spending

Buying dynamics

MISCELLANEOUS PRODUCTS

Buying dynamics

Retailer used

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Spending

Buying dynamics

METHODOLOGY

Technical details: consumer survey work

Table

Impact of Black Friday/Cyber Monday period on timing of purchasing, 2023

Retailer ratings across key measures – grocers, 2023

Retailer ratings across key measures – non-grocers, 2023

Percentage point change – top 10 retailers shopped at for electricals & technology, 2022 to 2023

Products purchased, audio visual, 2022 & 2023

Retailers used, audio visual, 2022 & 2023

Products purchased, computers & tablets, 2022 & 2023

Retailers used, computers & tablets, 2022 & 2023

Products purchased, gaming hardware, 2022 & 2023

Retailers used, gaming hardware, 2022 & 2023

Products purchased, home appliances, 2022 & 2023

Retailers used, home appliances, 2022 & 2023

Products purchased, personal grooming, 2022 & 2023

Retailers used, personal grooming, 2022 & 2023

Products purchased, Amazon hero products, 2022 & 2023

Percentage point change – top 10 retailers shopped at for clothing & footwear, 2022 to 2023

Products purchased, clothing, 2022 & 2023

Retailers used, clothing, 2022 & 2023

Products purchased, accessories, 2022 & 2023

Retailers used, accessories, 2022 & 2023

Products purchased, footwear, 2022 & 2023

Retailers used, footwear, 2022 & 2023

Products purchased, health & beauty, 2022 & 2023

Percentage point change – top 10 retailers shopped at for health & beauty, 2022 to 2023

Percentage point change – top 10 retailers shopped at for entertainment & leisure, 2022 to 2023

Products purchased, entertainment & books, 2022 & 2023

Retailers used, entertainment & books, 2022 & 2023

Products purchased, sports & leisure, 2022 & 2023

Retailers used, sports & leisure, 2022 & 2023

Products purchased, toys & games, 2022 & 2023

Retailers used, toys & games, 2022 & 2023

Percentage point change – top 10 retailers shopped at for homewares, furniture & DIY, 2022 to 2023

Products purchased, homewares, 2022 & 2023

Retailers used, homewares, 2022 & 2023

Products purchased, DIY & gardening, 2022 & 2023

Retailers used, DIY & gardening, 2022 & 2023

Products purchased, floorcoverings, 2022 & 2023

Retailers used, floorcoverings, 2022 & 2023

Products purchased, furniture, 2022 & 2023

Retailers used, furniture, 2022 & 2023

Percentage point change – top 10 retailers shopped at for speciality food & drink, 2022 to 2023

Products purchased, food & nutrition, 2022 & 2023

Retailers used, food & nutrition, 2022 & 2023

Products purchased, drinks, 2022 & 2023

Retailers used, drinks, 2022 & 2023

Percentage point change – top 10 retailers shopped at for miscellaneous products, 2022 to 2023

Products purchased, pet care, 2022 & 2023

Retailers used, pet care, 2022 & 2023

Products purchased, seasonal, 2022 & 2023

Retailers used, seasonal, 2022 & 2023

Products purchased, stationery, 2022 & 2023

Retailers used, stationery, 2022 & 2023

Figures

Consumers stating whether they used Black Friday/Cyber Monday promotions as an opportunity to buy Christmas gifts, 2022 & 2023

Black Friday shopper penetration, 2021, 2022 & 2023

Participation this year and last year, 2022 & 2023

Why did you not purchase anything during the Black Friday or Cyber Monday promotional periods this year, 2022 & 2023

Financial wellbeing compared to last year, 2022 & 2023

Black Friday spending compared to last year, 2022 & 2023

Why did you spend more this Black Friday/ Cyber Monday, 2022 & 2023

Why did you spend less this Black Friday/ Cyber Monday, 2022 & 2023

How consumers financed Black Friday spending compared to last year, 2022 & 2023

What day consumers made their purchase, 2022 & 2023

Impact of Black Friday/Cyber Monday period on timing of purchasing, 2022 & 2023

Influence of Black Friday/Cyber Monday promotional period on Christmas gift purchasing, 2022 & 2023

Which sectors consumers purchased from when buying Christmas gifts during the Black Friday/ Cyber Monday promotional period, 2022 & 2023

Who were the items for that you purchased during the Black Friday or Cyber Monday promotional periods, 2022 & 2023

What research, if any, did you do before purchasing during the Black Friday or Cyber Monday promotional periods, 2022 & 2023

Which retailer did the best job of promoting or communicating deals during the Black Friday or Cyber Monday promotional periods this year, 2023, & change on 2022

Which retailer is the first port of call when looking for Black Friday purchases, 2023, & change on 2022

Do you expect retailers to offer deals, and do they influence where you shop, 2023

What sort of deals are most appealing/taken advantage of during the Black Friday or Cyber Monday promotional periods, 2023

What percentage of spend was online when purchasing Black Friday/ Cyber Monday items, 2022 & 2023

Agreement and disagreement with statements about Black Friday & Cyber Monday, 2023, & change on 2022

Electricals & technology shopper penetration, 2021, 2022 & 2023

Retailers shopped at for electricals & technology, 2022 & 2023

What’s driving retailer selection for electricals & technology, 2023

Consumers using each channel for electricals & technology, 2023

Consumers using each store type for electricals & technology, 2023

Consumers using each device for electricals & technology purchases, 2023

Consumers using each fulfilment option for electricals & technology, 2022 & 2023

Average spend on electricals & technology, 2023, & change on 2022

What percentage of electricals & technology spend was online when purchasing Black Friday/ Cyber Monday items, 2022 & 2023

Audio visual shopper penetration, 2021, 2022 & 2023

Screen size of TV purchases, 2022 & 2023

Definition of TV purchased, 2022 & 2023

Screen type of TV purchased, 2022 & 2023

Computers & tablets shopper penetration, 2021, 2022 & 2023

Gaming & hardware shopper penetration, 2021, 2022 & 2023

Home appliances shopper penetration, 2021, 2022 & 2023

Personal grooming shopper penetration, 2021, 2022 & 2023

Planned/impulse purchases, electricals & technology, 2022 & 2023

Planned/impulse purchases, electricals & technology categories, 2022 & 2023

Amazon hero products shopper penetration, 2021, 2022 & 2023

Planned/impulse purchases, Amazon hero products, 2022 & 2023

Planned/impulse purchases, Amazon hero products by product type, 2022 & 2023

Ordering dynamics, Amazon electricals, 2023

Clothing & footwear shopper penetration, 2021, 2022 & 2023

Retailers shopped at for clothing & footwear, 2022 & 2023

What’s driving retailer selection for clothing & footwear, 2023

Consumers using each channel for clothing & footwear, 2023

Consumers using each store type for clothing & footwear, 2023

Consumers using each device for clothing & footwear purchases, 2023

Consumers using each fulfilment option for clothing & footwear, 2022 & 2023

Average spend on clothing & footwear, 2023, & change on 2022

What percentage of clothing & footwear spend was online when purchasing Black Friday/ Cyber Monday items, 2022 & 2023

Clothing shopper penetration, 2021, 2022 & 2023

Accessories shopper penetration, 2021, 2022 & 2023

Footwear shopper penetration, 2021, 2022 & 2023

Clothing & footwear agreement and disagreement with statements about Black Friday & Cyber Monday, 2023, & change on 2022

Planned/impulse purchases, clothing & footwear, 2022 & 2023

Planned/impulse purchases, clothing & footwear categories, 2022 & 2023

Health & beauty shopper penetration, 2021, 2022 & 2023

Retailers shopped at for health & beauty, 2022 & 2023

What’s driving retailer selection for health & beauty, 2023

Consumers using each channel for health & beauty, 2023

Consumers using each store type for health & beauty, 2023

Consumers using each device for health & beauty purchases, 2023

Consumers using each fulfilment option for health & beauty, 2022 & 2023

Average spend on health & beauty, 2023, & change on 2022

What percentage of health & beauty spend was online when purchasing Black Friday/ Cyber Monday items, 2022 & 2023

Planned/impulse purchases, health & beauty, 2022 & 2023

When purchasing health & beauty items during the Black Friday and/or Cyber Monday promotional period, were these purchases any of the following, 2023

Entertainment & leisure shopper penetration, 2021, 2022 & 2023

Retailers shopped at for entertainment & leisure, 2022 & 2023

What’s driving retailer selection for entertainment & leisure, 2023

Consumers using each channel for entertainment & leisure, 2023

Consumers using each store type for entertainment & leisure, 2023

Consumers using each device for entertainment & leisure purchases, 2023

Consumers using each fulfilment option for entertainment & leisure, 2022 & 2023

Average spend on entertainment & leisure, 2023, & change on 2022

What percentage of entertainment & leisure spend was online when purchasing Black Friday/ Cyber Monday items, 2022 & 2023

Entertainment & books shopper penetration, 2021, 2022 & 2023

Sports & leisure shopper penetration, 2021, 2022 & 2023

Toys & games shopper penetration, 2021, 2022 & 2023

Planned/impulse purchases, entertainment & leisure, 2022 & 2023

Planned/impulse purchases, entertainment & leisure categories, 2022 & 2023

Homewares, furniture & DIY shopper penetration, 2021, 2022 & 2023

Retailers shopped at for homewares, furniture & DIY, 2022 & 2023

What’s driving retailer selection for homewares, furniture & DIY, 2023

Consumers using each channel for homewares, furniture & DIY, 2023

Consumers using each store type for homewares, furniture & DIY, 2023

Consumers using each device for homewares, furniture & DIY purchases, 2023

Consumers using each fulfilment option for homewares, furniture & DIY, 2022 & 2023

Average spend on homewares, furniture & DIY, 2023, & change on 2022

What percentage of homewares, furniture & DIY spend was online when purchasing Black Friday/ Cyber Monday items, 2022 & 2023

Homewares shopper penetration, 2021, 2022 & 2023

DIY & gardening shopper penetration, 2021, 2022 & 2023

Floorcoverings shopper penetration, 2021, 2022 & 2023

Furniture shopper penetration, 2021, 2022 & 2023

Planned/impulse purchases, homewares, furniture & DIY, 2022 & 2023

Planned/impulse purchases, homewares, furniture & DIY categories, 2022 & 2023

Was delivery before Christmas a factor in whether or not to purchase furniture, 2022 & 2023

Speciality food & drink shopper penetration, 2021, 2022 & 2023

Retailers shopped at for speciality food & drink, 2022 & 2023

What’s driving retailer selection for speciality food & drink, 2023

Consumers using each channel for speciality food & drink, 2023

Consumers using each store type for speciality food & drink, 2023

Consumers using each device for speciality food & drink purchases, 2023

Consumers using each fulfilment option for speciality food & drink, 2022 & 2023

Average spend on speciality food & drink, 2023, & change on 2022

What percentage of speciality food & drink spend was online when purchasing Black Friday/ Cyber Monday items, 2022 & 2023

Food and nutrition shopper penetration, 2021, 2022 & 2023

Drinks shopper penetration, 2021, 2022 & 2023

Planned/impulse purchases, speciality food & drink, 2022 & 2023

Planned/impulse purchases, speciality food & drink categories, 2022 & 2023

Miscellaneous products shopper penetration, 2021, 2022 & 2023

Retailers shopped at for miscellaneous products, 2022 & 2023

What’s driving retailer selection for miscellaneous products, 2023

Consumers using each channel for miscellaneous products, 2023

Consumers using each store type for miscellaneous products, 2023

Consumers using each device for miscellaneous products purchases, 2023

Consumers using each fulfilment option for miscellaneous products, 2022 & 2023

Average spend on miscellaneous products, 2023, & change on 2022

What percentage of miscellaneous products spend was online when purchasing Black Friday/ Cyber Monday items, 2022 & 2023

Pet care shopper penetration, 2021, 2022 & 2023

Seasonal shopper penetration, 2021, 2022 & 2023

Stationery shopper penetration, 2021, 2022 & 2023

Planned/impulse purchases, miscellaneous products, 2022 & 2023

Planned/impulse purchases, miscellaneous products categories, 2022 & 2023

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