British shoppers are predicted to spend a massive £4 billion more during this year's Black Friday sales weekend compared to 2024, despite growing concerns about fraudulent deals and poor value, according to new research.
Record Spending Predicted Despite Consumer Caution
The e-commerce marketing platform Omnisend forecasts that total spending will reach nearly £14 billion across the sales event. Their survey reveals that consumers are deliberately delaying major purchases in anticipation of Black Friday deals and planning their Christmas shopping around the event.
Black Friday itself remains the dominant force in the sales period, with the average shopper expected to spend £299—a significant £83 increase from last year. However, Cyber Monday and the following days are also set for a spending boost, with the average basket value rising to £229, up by £70 year-on-year.
Omnisend's data indicates that a third of UK consumers plan to spend more than they did last year, while only 14% expect to cut back their expenditure.
Changing Shopping Habits and Platform Preferences
Amazon continues to be the primary destination for Black Friday and Cyber Monday shoppers, with 76% of consumers searching for deals on the retail giant's platform. However, Chinese marketplaces are gaining significant traction:
- Temu is used by 22% of shoppers
- Shein attracts 21%
- TikTok Shop is used by 14%
This surge in Black Friday spending comes despite previous Omnisend data showing that 71% of consumers plan to reduce their overall Christmas spending, putting additional pressure on retailers to perform well during the key sales weekend from November 28-30.
The research also highlights changing attitudes towards credit, with concerns about debt influencing spending decisions. Buy Now, Pay Later services like Klarna and PayPal are unlikely to be as popular this year, with only 17% of people saying they will use BNPL options over the Black Friday weekend. This figure rises to a third (32%) who would consider using it exclusively for big-ticket purchases.
What Shoppers Are Buying and How to Stay Safe
Clothing and accessories remain the most popular shopping category, with nearly half of UK shoppers (49%) planning fashion purchases. This is followed by:
- Technology and electronics (45%)
- Toys (28%) as families prepare for festive gifts
Marty Bauer, retail and ecommerce spokesman at Omnisend, advised: "In the weeks leading up to Black Friday, start researching the regular prices of items you're interested in. Many retailers inflate prices leading up to the event, only to offer discounts that may not be as significant as they seem."
Consumer groups have issued strong warnings about the increased risk of scams during the sales period. Citizens Advice consumer expert Jane Parsons cautioned: "Black Friday is a prime opportunity for cyber scammers to take advantage of consumers looking to bag a bargain. They will often create a sense of urgency to steal your money, so don't rush your purchase."
Which? consumer law expert Lisa Webb added: "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. If you think you might have fallen victim to a scam, call your bank immediately."
