Shoppers are set to splash out an average of just over £304 treating themselves this Black Friday, according to new research. A poll of 2,000 adults who take part in the November sales extravaganza revealed 35% are planning to spend on themselves rather than hunting down Christmas presents for loved ones.
The typical Black Friday shopper will fork out £170.33 more than last year, with 32% feeling they're well overdue a treat. More than four in 10 (41%) have been holding off for the one-day event to snap up something they've had their eye on, with 29% having spent the last three months mulling it over.
Millennials lead the spending surge
The study, commissioned by Samsung ahead of its Black Friday deals launching on 4th November, revealed that Millennials are the generation planning to splash out the most on themselves (£386.34) on Friday 27th November.
Zeena Hill, a spokesperson for the brand, said: "The smartest shoppers aren't chasing the lowest price tag, they're hunting for long-term value."
"We're seeing a clear trend where households are making calculated adjustments in their everyday spending so they can invest in home upgrades that will last."
Top purchases and planning habits
Fashion items (25%), beauty products (20%) and small household appliances (16%) were among the top purchases people are eyeing up. But the research found 21% of Black Friday shoppers plan a major purchase up to three months ahead, cutting back on takeaways or eating out (25%), coffees and snacks (20%) and nights out (19%) to set money aside for it.
Of those bigger purchases, 23% are planning on buying technology including phones, tablets, laptops and TVs.
When it comes to tech, the study revealed that long-term value was a key factor, with half believing a pricier product can justify the extra outlay if it's built to last.
Brand trust and phone upgrades
However, while 43% point to superior features or performance, an equal number said purchasing from a trusted brand makes the additional expenditure worthwhile.
The research, carried out via OnePoll.com, also revealed that 14% have held off upgrading their mobile phones until the Black Friday sales in the hope of bagging a discount.
More than a fifth (24%) did so to secure the right deal, while 22% wanted greater value for their money, with 42% glad they held out before making their purchase.
Zeena Hill, from Samsung, added: "Finding a good deal provides the tipping point, but the real motivation is buying better - whether that's larger, cinematic displays, smarter, energy-saving appliances that help save you money, or a flagship phone upgrade to unlock the latest AI features."
