British shoppers are gearing up for a monumental spending spree, with projections indicating a near £14 billion outlay over the Black Friday and Cyber Monday sales weekend. This comes amidst growing consumer apprehension about misleading discounts and potential online fraud.
Spending Habits and Retail Trends
A comprehensive survey conducted for the e-commerce platform Omnisend reveals that Black Friday continues to be the cornerstone of this sales period. The average shopper is anticipated to spend £299 during the event, marking a significant increase of £83 compared to the previous year.
While Black Friday leads the charge, Cyber Monday and the subsequent days are also expected to see a substantial rise in expenditure. The average shopping basket value for this period is now estimated at £229, which is £70 more than last year's figures.
Omnisend's data further predicts that a third of all consumers intend to increase their spending compared to 2024, with only 14% planning to cut back. This robust spending intent persists even as separate data suggests 71% of consumers aim to reduce their overall Christmas expenditure, placing immense pressure on retailers to deliver compelling offers.
Where and What People Are Buying
Amazon remains the undisputed leader for deal-seekers, with a massive 76% of shoppers planning to scour the site for bargains. However, Chinese marketplaces are gaining considerable traction. Platforms like Temu (22%), Shein (21%), and TikTok Shop (14%) are becoming increasingly popular destinations for British consumers.
In terms of product categories, clothing and accessories top the list, with 49% of UK shoppers intending to make fashion purchases. This is closely followed by technology and electronics (45%) and toys (28%), as many families use the sales to get a head start on their festive gift shopping.
The survey also highlighted a shift in payment methods. The spectre of rising debt is influencing spending behaviour, making Buy Now, Pay Later (BNPL) services like Klarna and PayPal less popular this year. Only 17% of people stated they would use BNPL options over the sales weekend, though this figure rises to 32% for those considering it solely for big-ticket purchases.
Expert Advice for Savvy Shopping
Marty Bauer, a retail and ecommerce spokesman at Omnisend, offered crucial advice for navigating the sales. He emphasised the importance of early research: "In the weeks leading up to Black Friday, start researching the regular prices of items you’re interested in. It pays to start scouting potential deals early."
He warned shoppers to be vigilant against artificial inflation of prices before the sales. "Many retailers inflate prices leading up to Black Friday, only to offer discounts that may not be as significant as they seem. Knowing the original price helps you determine if a deal is genuine."
Bauer also recommended reviewing previous years' newsletters from brands to understand their typical pricing and discounting strategies.
Consumer groups have echoed this call for caution. Jane Parsons, a consumer expert at Citizens Advice, stated: "Black Friday is a prime opportunity for cyber scammers to take advantage of consumers looking to bag a bargain." She advised shoppers not to rush purchases, to research the company they are buying from, and to be wary of suspicious web links, adding that paying by debit or credit card offers extra protection.
Lisa Webb, a consumer law expert at Which?, provided further guidance: "Shoppers should be extra cautious with Black Friday deal emails and double-check the email address is genuinely from the retailer before clicking on anything." For deals spotted on social media, she recommended treating offers from newly created accounts with suspicion and using domain checkers to verify the legitimacy of websites. If you suspect you've been scammed, she advised contacting your bank immediately and reporting the incident to Action Fraud.
