The UK Black Friday 2023 report forms part of the 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 major players, the main trends, and consumer attitudes.
The proportion of consumers shopping during the Black Friday promotional period this year has risen. Though shopper penetration has increased this year, it is anticipated that the size of the Black Friday occasions market in the UK will have decreased. This is due to consumer average spending falling across several key categories, with notable drops in electricals & technology.
The proportion of consumers shopping during the Black Friday promotional period this year has risen. Though shopper penetration has increased this year, it is anticipated that the size of the Black Friday occasions market in the UK will have decreased. This is due to consumer average spending falling across several key categories, with notable drops in electricals & technology.
Scope
- Spending on home appliances fell in 2023, likely due to consumers cutting back on higher ticket items and opting to use the occasion to purchase early Christmas presents instead.
- The proportion of Black Friday spending that shoppers stated was online declined across all categories this year.
- 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 influencing consumers purchasing decision
- Understand the popular channels used by consumers when shopping during the Black Friday period
- Identify the products consumers purchased the most within each sector this year, and how this compares to 2022
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
- 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
- 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
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- 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
