Half of UK adults now see Black Friday as the ideal opportunity to buy items they 'need' rather than things they 'want', according to research among 2,000 adults. The survey found that 30% are concerned about affording day-to-day costs, while 52% are worried about energy bills rising this winter.
Everyday clothing (26%), new school shoes for children (19%), toiletries (15%) and cleaning products (13%) all feature on this year's shopping lists. Among those planning to shop during the sale, 65% have deliberately held off buying an essential or costly item in order to secure it at a lower price.
Rising costs drive necessity purchases
More than one in 10 (13%) admitted they are now relying on the offers to enable them to purchase necessities they would otherwise struggle to afford. A further 18% have something they urgently need to buy but have not yet had the funds to do so.
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."
Spending plans and savings tactics
The research showed Brits are anticipated to spend an average of £330 during Black Friday, with men set to part with nearly £130 more than women: £393 compared to £267. The funds will go towards big-ticket items including tech and electronics (54%), major appliances such as washing machines and dishwashers (30%), and furniture (29%).
Apart from capitalising on reduced prices, shoppers are using additional money-saving tactics to maximise their savings, with 23% using cashback platforms for every Black Friday purchase. A further 18% schedule their purchases specifically around cashback bonus periods to extract extra value, while 16% save cashback accumulated throughout the year specifically to use during the sales.
Advice for budget-conscious shoppers
The OnePoll survey found that 27% of cashback users plan to put their earnings towards paying January's bills once the festive spending spree comes to an end.
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."
