British consumers are preparing to splash out nearly £14 billion during this year's Black Friday and Cyber Monday sales weekend, despite growing concerns about fraudulent deals and questionable discounts.
Spending Surge Despite Economic Pressures
According to new research from e-commerce marketing platform Omnisend, Black Friday continues to dominate the retail calendar with shoppers planning to spend an average of £299 during the sales event. This represents a significant increase of £83 compared to last year's spending patterns.
The spending momentum isn't limited to Black Friday alone. Cyber Monday and the following days are also set to see substantial consumer activity, with average basket values reaching £229 – a £70 increase from 2024 figures.
Omnisend's survey reveals that approximately one-third of consumers intend to increase their spending compared to last year, while only 14 percent plan to cut back. This comes despite previous data suggesting 71 percent of shoppers aim to reduce overall Christmas spending, putting additional pressure on retailers to deliver compelling Black Friday offers.
Amazon Dominates While Chinese Platforms Gain Ground
Amazon remains the undisputed leader for Black Friday and Cyber Monday shoppers, with 76 percent of consumers searching for deals on the retail giant's platform. However, Chinese marketplaces are making significant inroads among UK shoppers.
Temu attracts 22 percent of shoppers, while Shein follows closely with 21 percent. TikTok Shop has also captured consumer attention, with 14 percent of shoppers planning to use the platform for their Black Friday purchases.
The research indicates changing payment preferences among consumers. Only 17 percent of shoppers plan to use buy now, pay later services like Klarna and PayPal during the sales weekend, though this rises to 32 percent for big-ticket purchases specifically.
Consumer Caution and Expert Advice
Clothing and accessories remain the most popular shopping category, with 49 percent of UK consumers planning fashion purchases. Technology and electronics follow at 45 percent, while toys attract 28 percent of shoppers as families plan ahead for Christmas gifts.
Marty Bauer, retail and ecommerce spokesman at Omnisend, advises shoppers to research thoroughly before committing to purchases. "Many retailers inflate prices leading up to Black Friday, only to offer discounts that may not be as significant as they seem," he warns.
Consumer groups have issued strong warnings about potential scams. Citizens Advice consumer expert Jane Parsons states: "Black Friday is a prime opportunity for cyber scammers to take advantage of consumers looking to bag a bargain. Don't rush your purchase and always research the company you're buying from."
Which? consumer law expert Lisa Webb adds: "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. Treat any deals posted from newly created social media accounts with suspicion."
Experts recommend paying by debit or credit card for additional protection and immediately contacting your bank if you suspect you've fallen victim to a scam.
