Rising living costs are reshaping Black Friday habits, with half of UK shoppers now treating the sales event as a chance to buy household necessities rather than luxury items. A study of 2,000 adults found that 30% are anxious about affording everyday costs, while 52% worry about rising energy bills this winter.
Needs over wants
As a result, 50% of respondents now view Black Friday as an ideal opportunity to purchase items they 'need' rather than things they 'want'. Everyday clothing (26%), new school shoes for children (19%), toiletries (15%) and cleaning supplies (13%) feature on this year's shopping lists.
Among those intending to shop during the sale, 65% have deliberately delayed buying an essential or expensive item to secure it at a reduced price. More than one in ten (13%) admitted they now rely on the offers to buy necessities they would otherwise struggle to afford, and a further 18% have something they desperately need to buy but have not had the money for it.
Smart saving strategies
Cashback expert Bola Sol, from Rakuten which commissioned the research, said: "People have got so much smarter about how they use Black Friday. It's less about grabbing whatever's on offer and more about patience."
"But it seems it's also less about impulse purchases and buying luxury items now and more about making the most of the offers to get what you really need. Waiting for the item you actually need, then using a cashback site to do some of the work for you, is a great way to alleviate cost pressures and stay on top of your budget."
The research revealed Brits are expected to spend an average of £330 during Black Friday, with men set to splash nearly £130 more than women: £393 versus £267. The money will go on big-ticket purchases including tech and electronics (54%), major appliances like washing machines and dishwashers (30%), and furniture (29%).
Cashback and budgeting tips
Shoppers are also using additional cost-cutting strategies, with 23% using cashback platforms for every Black Friday transaction. Another 18% time their purchases around cashback bonus periods, and 16% save cashback earned throughout the year specifically to spend during the sales.
The OnePoll survey found that 27% of cashback users intend to direct their earnings towards covering January's bills after the festive spending spree concludes.
Bola Sol added: "Before you start browsing, allocate a specific amount for gifts, food and decorations, and involve your family in planning. Have a frank discussion with those closest to you and set a limit for gifting and spending to ease the pressure on everyone."
"Be savvy about delivery fees. If you have favourite stores, check whether they offer delivery passes or memberships, as repetitive savings can be surprisingly high. Don't buy just for the sake of it. Daily deals and sitewide offers are only a good deal if you actually need or want the items in question. Make the most of seasonal deals and special discounts by listing specific items before shopping, so you stay focused and aren't distracted by other offers."
"Take advantage of retailer benefits, voucher codes and cashback offers, which add up quickly over Christmas and can be useful in January. Cashback can also be earned on sale prices."
