Self-Gifting Takes Centre Stage This Black Friday
British shoppers are preparing to open their wallets for a very personal cause this Black Friday, with new research indicating a significant shift towards self-purchasing. A study of 2,000 adults has revealed that the average consumer plans to splurge £240 on themselves during the sales event, prioritising personal treats over festive gifts for others.
The Psychology Behind the Personal Splurge
The data, commissioned by cashback and rewards platform Rakuten, found that a majority of shoppers are driving this trend. 51% of adults are planning to actively participate in the Black Friday sales this year. Of this group, a substantial 70% admitted their primary motivation is to treat themselves.
This self-gifting phenomenon is heavily influenced by psychological factors and strategic thinking. A quarter of respondents stated they are more likely to indulge in a personal purchase when prices are heavily discounted, as the presence of a sale alleviates feelings of guilt. Furthermore, 16% of shoppers confessed they would rather buy desired items now than face potential disappointment on Christmas morning if the gifts they want don't materialise.
The allure of a bargain proves too strong for many, with 22% of those surveyed admitting they simply cannot resist picking up something for themselves, even when their initial intention was to shop exclusively for others.
Smarter Spending: The Rise of the Strategic Shopper
The research, conducted by OnePoll, also highlights a more calculated approach to Black Friday spending. Modern consumers are not just relying on discounts; they are leveraging financial tools to maximise their budgets. A third of shoppers plan to use vouchers they have been saving throughout the year, while 20% intend to spend cashback funds they have accrued.
This strategic planning extends to dedicated savings, with 19% of Brits having set money aside specifically for the Black Friday sales. On average, these savvy savers have put away a substantial £400 to capitalise on the best bargains. Additionally, over a quarter of shoppers plan to use cashback providers during the sales to earn money back on their purchases, effectively stacking their savings.
When it comes to Christmas gift shopping, the research found that the average amount spent during the Black Friday period or otherwise was £626 last year, underscoring the event's financial significance.
Expert Insight: A Shift Towards Intentional Purchasing
Bola Sol, a savings expert for Rakuten, commented on this evolving consumer behaviour. "Black Friday has evolved from being just about Christmas shopping to becoming a moment where people prioritise themselves too," Sol noted.
"For some, it’s the perfect time to replace essentials or finally invest in something they’ve been saving towards. For others, it’s a well-deserved chance to treat themselves, without the guilt that comes with paying full price."
Sol emphasised that this trend reflects a broader change in spending habits. "This shift towards intentional self-purchasing reflects how people are becoming more deliberate, measured, and value-driven in their spending habits. Today’s shoppers are planning ahead, tracking prices, and being far more strategic about their purchases."
According to the poll, the most sought-after categories for these self-purchases are clothing, technology, and beauty items.
Sol added that the use of financial tools is key to this new mindset. "Cashback sites, discount codes, and loyalty schemes are now key parts of this smarter shopping mindset, helping consumers stretch their pounds further. It shows that people are thinking long-term about their finances and using practical tools to turn everyday spending into meaningful savings, not just during Black Friday, but well beyond it."
