Shoppers in the UK plan to spend an average of just over £304 on themselves this Black Friday, according to new research. A poll of 2,000 adults who take part in the November sales event found that 35% intend to buy something for themselves rather than shop for Christmas gifts for others.
The average Black Friday shopper expects to spend £170.33 more than they did last year, with 32% saying they feel they deserve a reward. More than four in 10 (41%) have waited for the one-day event to buy something they really want, and 29% have spent the past three months thinking about it.
Top Planned Purchases
Fashion items (25%), beauty products (20%) and small household appliances (16%) are among the things people plan to buy. The study, commissioned by Samsung ahead of its Black Friday deals launching on 4th November, found that Millennials are the generation planning to spend the most on themselves, at £386.34, on Friday 27th November.
Zeena Hill, a spokesperson for Samsung, 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.”
Saving Strategies and Tech Focus
The study found that 21% of Black Friday shoppers plan a big purchase up to three months in advance, cutting back on takeaways or eating out (25%), coffees and snacks (20%) and nights out (19%) to save for it. Of those bigger purchases, 23% plan to buy technology including phones, tablets, laptops and TVs.
When it comes to tech, long-term value was important, as half of respondents believed a higher-priced product can be worth the extra cost if it is likely to last longer. While 43% pointed to better features or performance, the same percentage said buying from a brand they trust makes the additional spend worthwhile.
The research, carried out via OnePoll.com, also found that 14% have delayed upgrading their mobile phones until the Black Friday sales in the hope of getting a discount. More than a fifth (24%) did so to get the right deal, 22% wanted more for their money, and 42% were pleased they waited to make their purchase.
Hill 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.”
