Shoppers are set to spend an average of just over £304 on themselves this Black Friday, new research has revealed. A survey of 2,000 adults who participate in the November sales event found 35% intend to purchase items for themselves rather than hunt for Christmas presents for loved ones.
The typical Black Friday shopper will part with £170.33 more than they did last year, with 32% believing they deserve a treat. Over four in 10 (41%) have held off until the one-day event to snap up something they genuinely want, while 29% have been contemplating their purchase for the past three months.
Top Planned Purchases
Fashion items (25%), beauty products (20%) and small household appliances (16%) featured amongst the most popular planned purchases. One in four plan to buy clothes in the sale.
The research, commissioned by Samsung ahead of its Black Friday offers launching on 4th November, revealed Millennials are the generation set to spend the most on treating themselves (£386.34) on Friday 27th November.
Long-Term Value Matters
Zeena Hill, a spokesperson for the brand, said: "The smartest shoppers aren't chasing the lowest price tag, they're hunting for long-term value. We're seeing a clear trend where households are making calculated adjustments in their everyday spending so they can invest in home upgrades that will last."
The research found 21% of Black Friday shoppers plan a major purchase up to three months beforehand, reducing spending on takeaways or dining out (25%), coffees and snacks (20%) and nights out (19%) to save for it. Among those major purchases, 23% are planning to invest in technology such as phones, tablets, laptops and TVs.
Delayed Purchases for Better Deals
Regarding tech purchases, the study found that long-term value mattered significantly, with half of respondents believing a more expensive product justifies the additional cost if it's built to last. But while 43% point to better features or performance, the same amount also said buying from a brand they trust makes the additional spend worthwhile.
The study, conducted through OnePoll.com, also revealed that 14% have postponed upgrading their mobile phones in anticipation of securing a Black Friday discount. More than a fifth (24%) delayed their purchase to secure the best deal, while 22% wanted better value for money, with 42% satisfied they held off on their purchase.
Zeena Hill, from Samsung, added: "Finding a good deal provides the tipping point, but the real motivation is buying better - whether that's larger, cinematic displays, smarter, energy-saving appliances that help save you money, or a flagship phone upgrade to unlock the latest AI features."
