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

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The GlobalData Black Friday Intentions 2025 report forms part of the Retail Occasions series, and offers a comprehensive overview consumer intentions for Black Friday 2025, analysing the market, the major players, the main trends and consumer attitudes.

The proportion of UK consumers who stated that they intend to buy something during the Black Friday promotional event rose again in 2025, which could result in an even more impressive Black Friday event in the UK this year. Much of this uplift in purchase intention is expected to come from affluent shoppers (AB and C1 consumers) and younger age groups.

Scope

25-34-year-olds are most focused on using Black Friday to invest in their homes, focusing their spend on electricals & technology, homewares, and furniture & DIY.

More consumers intend to shop instore rather than online for Black Friday purchases this year compared to last year.

Electricals remains the most popular category to shop for at Black Friday, with clothing & footwear edging closer.

Key Highlights

Electrical & technology purchases are front of mind for consumers ahead of Black Friday

Health & beauty and entertainment & leisure are expected to experience the biggest uplift in 2025 compared to 2024.

Tesco could be a notable winner; its Black Friday deals, coupled with Clubcard prices, make it a destination for shoppers and translating these deals across its marketplace platform will be crucial.

Reasons to Buy

Use our in-depth consumer insight to understand which retail categories consumers are planning to purchase during the Black Friday period

Identify the key retailers that consumers state are their first port of call when shopping for Black Friday this year

Identify the channels consumers intend to use for their Black Friday shopping, and what drives this choice

Amazon
Argos
ASDA
Asket
Boots
Currys
JD Sports
John Lewis & Partners
Lucy & Yak
Me+Em
Next
Sainsbury's
Tesco

Table of Contents

BLACK FRIDAY

Buying dynamics

Channels

Impact on timing

Reasons for not shopping instore for Black Friday

Reasons for not participating in Black Friday

Retailer appeal

Spending dynamics

Opinions on Black Friday

AI tools & Black Friday

Methodology

Technical details: consumer survey work

Figures

Black Friday intended retail shopper penetration, 2025

Black Friday intended retail shopper penetration, 2024

Black Friday retail shopper intended and actual penetration, 2020, 2021, 2022, 2023, 2024 & 2025e

Black Friday intended retail shopper penetration by generation and which sectors they plan to purchase​, 2025

Categories consumers intend to purchase during the Black Friday promotional period, 2022, 2023, 2024 & 2025

Categories consumers intend to purchase during the Black Friday promotional period, by gender, 2025

Channels consumers intend to use for Black Friday purchases, 2025

Categories consumers intend to purchase during the Black Friday promotional period, by age, 2025

Impact of Black Friday promotional period on timing of purchase, 2022, 2023, 2024 & 2025

Why consumers do not plan to shop instore during the Black Friday promotional period, 2022, 2023, 2024 & 2025

Why consumers are not planning to make a purchase during Black Friday, 2022, 2023, 2024 & 2025

Top 10 retailers that will be the first port of call for consumers this Black Friday, 2022, 2023, 2024 & 2025

How much consumers plan to spend during Black Friday, 2025

Whether consumers intend to spend more, the same, or less during Black Friday compared to the previous year, 2022, 2023, 2024 & 2025

How much consumers plan to spend during Black Friday, by gender, 2025

How much consumers plan to spend during Black Friday, by age, 2025

Agreement and disagreement with statements about Black Friday, 2025

Agreement and disagreement with statement “The Black Friday promotional period will be an important shopping event for me this year”, by social grade, 2025

Agreement and disagreement with statement “I find the exclusive deals offered on Cyber Monday to be more appealing than those on Black Friday”, by generation​, 2025

Agreement and disagreement with statement “I plan to take advantage of Cyber Monday sales to find better deals on items I missed during Black Friday”, by age​, 2025

Views on using AI tools for Black Friday when shopping online, 2025

Views on using AI tools for Black Friday when shopping instore, 2025

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