New research has laid bare the Black Friday bargains that turned into buyer's remorse for millions across the UK. A comprehensive survey has pinpointed the exact items Brits wish they had left on the virtual shelf.
The Top Regretted Purchases
Commissioned by the all-in-one banking app thinkmoney, the study polled 2,000 British adults and discovered that a significant 59% confessed to making at least one purchase they later regretted. The average person admitted to a staggering 21 regretful buys over the year, totalling an average waste of £608.
The list of most-regretted items is topped by clothes (29%), followed by takeaways (24%) and shoes (17%). The much-hyped air fryer, a kitchen staple in many homes, came in fourth place with 12% of the regret vote.
Completing the top ten were: phone cases (10%), TV streaming services (10%), mobile phones (10%), supplements (10%), perfume or aftershave (8%), and electric toothbrushes (8%).
Generational Spending Habits Exposed
The data reveals a clear generational divide in shopping missteps. While Gen Z (those born from the mid-1990s to early 2010s) made the most mistakes, with an average of 29 regretful purchases, it was millennials who frittered away the most cash.
Millennials wasted an average of £963 on items they didn't need or use, a significantly higher figure than the £760 lost by Gen Z, suggesting they buy fewer but higher-value items that end up gathering dust.
What Drives Our Bad Buying Decisions?
The survey also investigated the influences behind these poor purchases. Social media advertising was the most powerful force, with over a quarter (27%) of all respondents saying apps like Instagram, TikTok, or Snapchat affected their decisions. This figure skyrocketed to 40% for Gen Z and 31% for millennials.
The next most influential factors were the advice of friends (23%) and tips from family (22%). Traditional TV advertising (21%) still had some sway, but it was less impactful than recommendations from peers and social media feeds, ranking just ahead of celebrities and influencers (12%).
Vix Leyton, a consumer expert at thinkmoney, commented on the findings. "We are more time poor than ever, and that is a huge driver of spending," she said. "Add to that the pathway from seeing something to buying it is now just a few clicks... That is brilliant when you genuinely need something, but it is a problem when you are tired, stressed or trying to cheer yourself up."
She specifically highlighted the pressure on millennials: "They are juggling work, family and life admin, which makes them especially vulnerable to emotional spending and the lure of little treats that feel deserved in the moment."
Leyton also noted the shift in advertising power: "There is a battle every year for the best Christmas TV advert, but our data shows TV is not shaping people's buying habits in the way it once did. Social media and peer recommendations have overtaken it."
Regional Regret and Must-Have Items
When it came to the UK's regret capital, Belfast took the crown. A striking 74% of residents in the Northern Irish capital admitted to a purchase they later rued. They were followed by people in Bristol (65%) and Liverpool (64%).
In a curious twist, the survey also asked about items Brits 'couldn't live without', and some products appeared on both lists. The mobile phone was the ultimate essential for 55% of people, while clothes (38%) and shoes (35%)—both top regret items—were also considered must-haves.
The air fryer, a figure of regret for some, was deemed indispensable by 21% of respondents. Other essentials included laptops (27%) and TV streaming services (24%).
Leyton offered crucial advice for shoppers, especially during sales events like Black Friday: "Override convenience and take the time to weigh up how much you want what is in your basket, and don't forget to check how easy things are to return when the buzz wears off. Future you will thank you."
