Key Takeaways
- UK Black Friday spending expected to hit £14 billion, up £4 billion from last year
- Average Black Friday spend rises to £299 per shopper
- Amazon leads but Chinese platforms like Temu and Shein gain traction
- Consumer groups warn of increased scam risks during sales period
British shoppers are projected to spend an additional £4 billion during this year’s Black Friday weekend compared to 2023, pushing total spending to nearly £14 billion despite growing concerns about fraudulent deals and scams.
The survey conducted for e-commerce platform Omnisend reveals consumers are delaying major purchases until the sales event and planning their Christmas shopping around it.
Spending Patterns and Retail Trends
Black Friday continues to dominate the shopping period with average spending reaching £299 per person – an £83 increase year-on-year. Cyber Monday and subsequent days will also see higher spending, with average baskets totaling £229, up £70 from last year.
One-third of consumers plan to spend more than last year, while only 14% expect to reduce their spending. Amazon remains the primary destination for 76% of shoppers, but Chinese marketplaces are gaining significant ground: Temu (22%), Shein (21%), and TikTok Shop (14%).
Despite the Black Friday surge, 71% of consumers intend to cut overall Christmas spending, increasing pressure on retailers to perform well during the November 28-30 sales weekend.
Payment Methods and Shopping Categories
Buy now, pay later services like Klarna and PayPal are losing popularity amid debt concerns. Only 17% of shoppers plan to use BNPL options during Black Friday, though this rises to 32% for big-ticket purchases.
Clothing and accessories lead shopping categories with 49% of UK consumers planning fashion purchases, followed by technology and electronics (45%), and toys (28%) as families prepare for Christmas.
Expert Shopping Advice
Marty Bauer, Omnisend’s retail and ecommerce spokesman, emphasized preparation: “This notorious American sales event has been popular in the UK now for the best part of a decade and it looks likely to be another busy year for retailers.
“In the weeks leading up to Black Friday, start researching the regular prices of items you’re interested in. It pays to start scouting potential deals early.
“Many retailers inflate prices leading up to Black Friday, only to offer discounts that may not be as significant as they seem. Knowing the original price helps you determine if a deal is genuine.
“If you are signed up for newsletter emails from a brand, go back and look at their offers from last year. Many brands have pricing strategies that don’t change much from year to year, so this will give you a good indication of which products go on sale and when, helping you understand when a deal is actually a deal.”
Scam Warnings and Safety Measures
Consumer groups are urging extra caution during the sales period. Jane Parsons of Citizens Advice warned: “Black Friday is a prime opportunity for cyber scammers to take advantage of consumers looking to bag a bargain.
“By tempting people with special offers, fake reviews and sought-after items at rock bottom prices, criminals will try to catch people out by disguising their scams as legitimate deals.
“They will often create a sense of urgency to steal your money so don’t rush your purchase. Research the company you’re buying from and be wary of suspicious web links. Paying by debit or credit card can also give you extra protection if things go wrong.”
Lisa Webb from Which? added: “With Black Friday bargains bombarding your email inbox and social media feeds, it can be hard to weed out the legitimate offers from the scams.
“Shoppers should be extra cautious with Black Friday deal emails and double check the email address is genuinely from the retailer before clicking on anything. If you are unsure if an offer is genuine, check the retailer’s website directly.
“On social media, treat any deals posted from newly created accounts with suspicion. You can use a domain checker like who.is to check when the website was created – any newly created website should ring alarm bells.
“If you think you might have fallen victim to a Black Friday scam, call your bank immediately using the number on the back of your bank card and report it to Action Fraud or call the police on 101 if you’re in Scotland.”
