Nearly four in 10 consumers admit to regretting Black Friday purchases, with impulse buys topping the list of regrets. A poll of 2,000 adults who have previously shopped for Black Friday deals found that 44% get swept up in the hype, leading to purchases of clothing, kitchen gadgets, and skincare sets that they later wish they hadn’t bought.
More than a quarter of shoppers have bought something they never used, with younger generations more prone to regret. Two-thirds of Gen Z admitted to second thoughts about a previous Black Friday buy, compared to just 21% of Baby Boomers.
This year, half of those planning to shop the sales said they would be more likely to plan purchases in advance rather than buying on impulse. Nearly a third (29%) will use Black Friday to buy Christmas presents, while 26% are looking for bargains on electronics.
Consumer behaviour expert Dr Amna Khan, who partnered with Tesco Mobile on the research, said: “Consumers' perceptions of Black Friday influence whether they will purchase impulsively. Those who feel they are getting a bargain experience a rush of dopamine, creating a sense of urgency to buy. However, these feelings can turn into regret if shoppers significantly overspend. Black Friday can still be a positive experience when shoppers stay focused on intentional purchases, particularly Christmas gifts.”
Electronics (42%) and clothing (38%) are the most desired categories for deeper discounts, while nearly a quarter (22%) are looking for savings on mobile phones and contracts. Overall, 67% consider cost most important when choosing a new mobile agreement, with 41% prioritising minutes and data, and one in five focusing on fixed prices.
Laura Joseph from Tesco Mobile added: “Black Friday is a key moment for families looking to make their money go further. That’s why we are focused on delivering real value, giving customers confidence and peace of mind.”
