New research has uncovered a widespread wave of post-purchase regret hitting British shoppers after the Black Friday sales frenzy. A significant 40% of consumers admit to feeling remorse after splurging on items they didn't need during the discount event.
The Psychology Behind Impulse Spending
The survey, which polled 2,000 adults who regularly participate in Black Friday sales, found that 44% get swept up in the excitement of the moment. This emotional response frequently leads to purchases that later provoke regret, with clothing, kitchen gadgets and skincare sets identified as the most common culprits.
More alarmingly, over a quarter (26%) have made purchases during previous sales that they've never actually used. The research highlights a dramatic generational divide in shopping habits, with younger consumers being far more susceptible to impulse buying followed by regret.
Generational Divide in Shopping Habits
The data reveals that 60% of Gen Z shoppers have experienced second thoughts about a Black Friday purchase, compared to just 21% of Baby Boomers. This substantial gap suggests that younger shoppers are either more impulsive, more reflective about their purchases afterwards, or potentially both.
In response to previous negative experiences, half of those planning to shop in this year's Black Friday sales stated they would be more likely to plan their purchases in advance rather than buying on impulse. Additionally, nearly a third (29%) intend to use the sales specifically to buy Christmas presents for others, while 26% hope to find bargains on electronics.
Expert Advice for Smarter Shopping
The research was commissioned by Tesco Mobile, which has collaborated with consumer behaviour expert Dr Amna Khan to help shoppers make more considered choices during this year's sales period.
Dr Khan explained: "Consumers' perceptions of Black Friday influence whether they will purchase impulsively. Those who feel they're getting a bargain experience a psychological response of happiness, excitement, and a dopamine rush, which creates a sense of urgency to buy due to fear of missing out. However, these feelings can quickly turn into regret if shoppers significantly overspend."
She added that Black Friday can still be a positive experience when shoppers remain focused on intentional purchases, particularly Christmas gifts, which research shows bring genuine emotional benefits for the giver.
For bargain hunters this November, electronics (42%) and clothing (38%) top the list of items people hope to see heavily discounted. Nearly a quarter (22%) are particularly eager to find extended savings on mobile phones and contracts, according to data from OnePoll.com.
When it comes to mobile agreements, the research found that 67% of consumers say cost matters most, while 41% prioritise the minutes and data allowance they receive. Interestingly, one in five focus on fixed pricing as the crucial element of a good mobile plan deal.
Laura Joseph from Tesco Mobile, which is offering Black Friday deals alongside no EU roaming charges and frozen contract prices, commented: "Black Friday is a key moment for families looking to make their money go further - at a time when household budgets are under extra pressure, we know every pound matters. That's why Tesco Mobile is focused on delivering real value. It's all about giving customers confidence and peace of mind when they need it most."
