45% of people say they care less about Black Friday than in previous years

45% of people in the UK say they care less about Black Friday this year than they did in previous years, according to new research from Havas Media Group.

The Black Friday and Winter Shopping Occasions study from Havas Media Group, which is based on responses from 1,500 people, found that only 14% of people slightly or strongly disagreed with the statement: “I care less about Black Friday than in previous years”, while 45% either slightly or strongly agreed.

This less positive attitude around the shopping occasion was found to be most prevalent amongst the 35 to 44-year-old age group, with a total of 49% agreeing with the statement.

However, when asked about their Black Friday spending plans, only 26% said they would spend less this year. 30% of people said they would spend the same as last year and 8% said they did buy on Black Friday last year but wouldn’t be this year. 

39% of respondents disagreed with the statement: “I am excited about getting a bargain in the Black Friday sales”, while only 31% agreed. 18 to 24-year-olds were most likely to be excited about bargains, with 51% agreeing.

The survey also revealed the impact of Covid-19 on shopping on the high street, with people keen to avoid the risk of looking for Black Friday deals in-store. Only 30% of respondents agreed with the statement: “I like checking out the deals in-store on Black Friday”, and 44% disagreed.

Browsing online then buying in-store was not found to be a popular option, with only 19% agreeing with the statement: “I look for Black Friday deals online but then buy in-store”, and 52% disagreeing.

When it comes to what people are planning to buy on Black Friday, the survey shows that the food and drink category stands to gain the most, with 16% saying they intend to spend more on it than last year. Clothing, footwear and accessories see the biggest potential drop, with 29% saying they intend to spend less on those items on Black Friday this year. 

Eva Grimmett, Chief Strategy Officer, Havas Media Group, said: “With the ongoing Covid-19 pandemic having a huge impact on consumer behaviour, spending and personal finances, we wanted to explore what people’s shopping intentions are around key winter shopping occasions such as Black Friday. While a significant number of people are still planning to spend the same amount this year, it seems (perhaps unsurprisingly) that there is less buzz around Black Friday than in previous years. Retailers must ensure their marketing works harder to get people excited about shopping for bargains this time around.”

Source: Havas Media Group

  Black Friday, Eva Grimmett, Havas Media Group, Research