United Kingdom (UK) Black Friday - Analyzing Market, Trends, Consumer Attitudes and Major Players, 2022 Update report forms part of the publisher's Retail Occasions series, and offers a comprehensive insight into the consumer dynamics and spending habits of UK consumers for Black Friday. The report analyses the major players, the main trends, and consumer attitudes.
Black Friday penetration has improved on last year, with 54.5% of consumers buying an item during the promotional period, up 2.2ppts on 2021. This rise in penetration has been driven by the homewares, DIY & furniture category. This category's penetration was up 1.5ppts on last year to 21.2%. Indeed, more shoppers planned their purchase of homewares, DIY & furniture this year (up 5.0ppts to 70.3%), with 45.8% of consumers stating that they delayed buying an item to purchase it during the Black Friday sales.
Black Friday penetration has improved on last year, with 54.5% of consumers buying an item during the promotional period, up 2.2ppts on 2021. This rise in penetration has been driven by the homewares, DIY & furniture category. This category's penetration was up 1.5ppts on last year to 21.2%. Indeed, more shoppers planned their purchase of homewares, DIY & furniture this year (up 5.0ppts to 70.3%), with 45.8% of consumers stating that they delayed buying an item to purchase it during the Black Friday sales.
Scope
- Penetration was driven by an increase in homewares, DIY & furniture as more shoppers planned purchases in this sector, with almost half of these consumers stating that they delayed buying an item to purchase it during the Black Friday sales.
- The increase in those making a Black Friday purchase softened by the fact almost a third of people did not shop Black Friday due to not having enough money.
- Amazon performed well on Black Friday 2022, and it was the most used retailer in every category except clothing & footwear and health & beauty, as more Black Friday shoppers stated that they used the online pureplay for purchases across the promotional event.
Reasons to Buy
- Identify the key retailers used by consumers to purchase products across various Black Friday categories, and what drives consumers to shop with these retailers
- Understand the impact Black Friday & Cyber Monday have on influencing consumers purchasing decision
- Understand the popular channels used by consumers when shopping during the Black Friday period
- Identify the products consumers purchased the most within each sector this year, and how this compares to 2021
Table of Contents
- KEY FINDINGS
- Definitions
- The key findings
- Black Friday participation up as consumers tempted by discounts
- Pressure on discretionary income forces shoppers to opt out of Black Friday
- Deals and discounts on clothing & footwear less appealing to customers this year
- Amazon most used for Black Friday purchases as online shopping retains its appeal
- Trend insight - instore
- Trend insight - online
- CONSUMER ATTITUDES
- Buying dynamics
- Participation
- Barriers to purchase
- Financial wellbeing
- Black Friday spending
- Financing spending
- Purchasing dates
- Impact on timing
- Impact on Christmas spend
- Purchasing recipients
- Research
- Retailer promotions
- Consumer attitudes
- Consumer preferences
- Online spending
- Black Friday & Cyber Monday statements
- Retailer ratings - grocers
- Retailer ratings - non-grocers
- ELECTRICALS & TECHNOLOGY
- Buying dynamics
- Retailer used
- Retailer selection
- Channel usage
- Store type
- Device usage
- Fulfilment
- Spending
- Buying dynamics
- Amazon electricals
- CLOTHING & FOOTWEAR
- Buying dynamics
- Retailer used
- Retailer selection
- Channel usage
- Store type
- Device usage
- Fulfilment
- Spending
- Buying dynamics
- HEALTH & BEAUTY
- Buying dynamics
- Retailer used
- Retailer selection
- Channel usage
- Store type
- Device usage
- Fulfilment
- Spending
- Buying dynamics
- ENTERTAINMENT & LEISURE
- Buying dynamics
- Retailer used
- Retailer selection
- Channel usage
- Store type
- Device usage
- Fulfilment
- Spending
- Buying dynamics
- HOMEWARES, FURNITURE & DIY
- Buying dynamics
- Retailer used
- Retailer selection
- Channel usage
- Store type
- Device usage
- Fulfilment
- Spending
- Buying dynamics
- Consumer attitudes
- SPECIALITY FOOD & DRINK
- Buying dynamics
- Retailer used
- Retailer selection
- Channel usage
- Store type
- Device usage
- Fulfilment
- Spending
- Buying dynamics
- MISCELLANEOUS PRODUCTS
- Buying dynamics
- Retailer used
- Retailer selection
- Channel usage
- Store type
- Device usage
- Fulfilment
- Spending
- Buying dynamics
- METHODOLOGY
- Technical details: consumer survey work
- Impact of Black Friday/Cyber Monday period on timing of purchasing, 2022
- Retailer ratings across key measures - grocers, 2022
- Retailer ratings across key measures - non-grocers, 2022
- Percentage point change - top 10 retailers shopped at for electricals & technology, 2021 to 2022
- Products purchased, audio visual, 2021 & 2022
- Retailers used, audio visual, 2021 & 2022
- Products purchased, computers & tablets, 2021 & 2022
- Retailers used, computers & tablets, 2021 & 2022
- Products purchased, gaming hardware, 2021 & 2022
- Retailers used, gaming hardware, 2021 & 2022
- Products purchased, home appliances, 2021 & 2022
- Retailers used, home appliances, 2021 & 2022
- Products purchased, personal grooming, 2021 & 2022
- Retailers used, personal grooming, 2021 & 2022
- Products purchased, Amazon hero products, 2021 & 2022
- Percentage point change - top 10 retailers shopped at for clothing & footwear, 2021 to 2022
- Products purchased, clothing, 2021 & 2022
- Retailers used, clothing, 2021 & 2022
- Products purchased, accessories, 2021 & 2022
- Retailers used, accessories, 2021 & 2022
- Products purchased, footwear, 2021 & 2022
- Retailers used, footwear, 2021 & 2022
- Products purchased, health & beauty, 2021 & 2022
- Percentage point change - top 10 retailers shopped at for health & beauty, 2021 to 2022
- Percentage point change - top 10 retailers shopped at for entertainment & leisure, 2021 to 2022
- Products purchased, entertainment & books, 2021 & 2022
- Retailers used, entertainment & books, 2021 & 2022
- Products purchased, sports & leisure, 2021 & 2022
- Retailers used, sports & leisure, 2021 & 2022
- Products purchased, toys & games, 2021 & 2022
- Retailers used, toys & games, 2021 & 2022
- Percentage point change - top 10 retailers shopped at for homewares, furniture & DIY, 2021 to 2022
- Products purchased, homewares, 2021 & 2022
- Retailers used, homewares, 2021 & 2022
- Products purchased, DIY & gardening, 2021 & 2022
- Retailers used, DIY & gardening, 2021 & 2022
- Products purchased, floorcoverings, 2021 & 2022
- Retailers used, floorcoverings, 2021 & 2022
- Products purchased, furniture, 2021 & 2022
- Retailers used, furniture, 2021 & 2022
- Percentage point change - top 10 retailers shopped at for speciality food & drink, 2021 to 2022
- Products purchased, food & nutrition, 2021 & 2022
- Retailers used, food & nutrition, 2021 & 2022
- Products purchased, drinks, 2021 & 2022
- Retailers used, drinks, 2021 & 2022
- Percentage point change - top 10 retailers shopped at for miscellaneous products, 2021 to 2022
- Products purchased, pet care, 2021 & 2022
- Retailers used, pet care, 2021 & 2022
- Products purchased, seasonal, 2021 & 2022
- Retailers used, seasonal, 2021 & 2022
- Products purchased, stationery, 2021 & 2022
- Retailers used, stationery, 2021 & 2022
- Black Friday shopper penetration, 2021 & 2022
- Participation this year and last year, 2021 & 2022
- Why did you not purchase anything during the Black Friday or Cyber Monday promotional periods this year, 2021 & 2022
- Financial wellbeing compared to last year, 2021 & 2022
- Black Friday spending compared to last year, 2021 & 2022
- Why did you spend more this Black Friday/ Cyber Monday, 2021 & 2022
- Why did you spend less this Black Friday/ Cyber Monday, 2021 & 2022
- How consumers financed Black Friday spending compared to last year, 2021 & 2022
- What day consumers made their purchase, 2021 & 2022
- Impact of Black Friday/Cyber Monday period on timing of purchasing, 2021 & 2022
- Influence of Black Friday/Cyber Monday promotional period on Christmas gift purchasing, 2021 & 2022
- Which sectors consumers purchased from when buying Christmas gifts during the Black Friday/ Cyber Monday promotional period, 2021 & 2022
- Who were the items for that you purchased during the Black Friday or Cyber Monday promotional periods, 2021 & 2022
- What research, if any, did you do before purchasing during the Black Friday or Cyber Monday promotional periods, 2021 & 2022
- Which retailer did the best job of promoting or communicating deals during the Black Friday or Cyber Monday promotional periods this year, 2022, & change on 2021
- Which retailer is the first port of call when looking for Black Friday purchases, 2022, & change on 2021
- Do you expect retailers to offer deals, and do they influence where you shop, 2022
- What sort of deals are most appealing/taken advantage of during the Black Friday or Cyber Monday promotional periods, 2022
- What percentage of spend was online when purchasing Black Friday/ Cyber Monday items, 2021 & 2022
- Agreement and disagreement with statements about Black Friday & Cyber Monday, 2022, & change on 2021
- Electricals & technology shopper penetration, 2021 & 2022
- Retailers shopped at for electricals & technology, 2021 & 2022
- What’s driving retailer selection for electricals & technology, 2022
- Consumers using each channel for electricals & technology, 2022
- Consumers using each store type for electricals & technology, 2022
- Consumers using each device for electricals & technology purchases, 2022
- Consumers using each fulfilment option for electricals & technology, 2021 & 2022
- Average spend on electricals & technology, 2022, & change on 2021
- What percentage of electricals & technology spend was online when purchasing Black Friday/ Cyber Monday items, 2021 & 2022
- Audio visual shopper penetration, 2021 & 2022
- Screen size of TV purchases, 2021 & 2022
- Definition of TV purchased, 2021 & 2022
- Screen type of TV purchased, 2021 & 2022
- Computers & tablets shopper penetration, 2021 & 2022
- Gaming & hardware shopper penetration, 2021 & 2022
- Home appliances shopper penetration, 2021 & 2022
- Personal grooming shopper penetration, 2021 & 2022
- Planned/impulse purchases, electricals & technology, 2021 & 2022
- Planned/impulse purchases, electricals & technology categories, 2021 & 2022
- Amazon hero products shopper penetration, 2021 & 2022
- Planned/impulse purchases, Amazon hero products, 2021 & 2022
- Planned/impulse purchases, Amazon hero products by product type, 2021 & 2022
- Ordering dynamics, Amazon electricals, 2022
- Clothing & footwear shopper penetration, 2021 & 2022
- Retailers shopped at for clothing & footwear, 2021 & 2022
- What’s driving retailer selection for clothing & footwear, 2022
- Consumers using each channel for clothing & footwear, 2022
- Consumers using each store type for clothing & footwear, 2022
- Consumers using each device for clothing & footwear purchases, 2022
- Consumers using each fulfilment option for clothing & footwear, 2021 & 2022
- Average spend on clothing & footwear, 2022, & change on 2021
- What percentage of clothing & footwear spend was online when purchasing Black Friday/ Cyber Monday items, 2021 & 2022
- Clothing shopper penetration, 2021 & 2022
- Accessories shopper penetration, 2021 & 2022
- Footwear shopper penetration, 2021 & 2022
- Clothing & footwear agreement and disagreement with statements about Black Friday & Cyber Monday, 2022, & change on 2021
- Planned/impulse purchases, clothing & footwear, 2021 & 2022
- Planned/impulse purchases, clothing & footwear categories, 2021 & 2022
- Health & beauty shopper penetration, 2021 & 2022
- Retailers shopped at for health & beauty, 2021 & 2022
- What’s driving retailer selection for health & beauty, 2022
- Consumers using each channel for health & beauty, 2022
- Consumers using each store type for health & beauty, 2022
- Consumers using each device for health & beauty purchases, 2022
- Consumers using each fulfilment option for health & beauty, 2021 & 2022
- Average spend on health & beauty, 2022, & change on 2021
- What percentage of health & beauty spend was online when purchasing Black Friday/ Cyber Monday items, 2021 & 2022
- Planned/impulse purchases, health & beauty, 2021 & 2022
- When purchasing health & beauty items during the Black Friday and/or Cyber Monday promotional period, were these purchases any of the following, 2022
- Entertainment & leisure shopper penetration, 2021 & 2022
- Retailers shopped at for entertainment & leisure, 2021 & 2022
- What’s driving retailer selection for entertainment & leisure, 2022
- Consumers using each channel for entertainment & leisure, 2022
- Consumers using each store type for entertainment & leisure, 2022
- Consumers using each device for entertainment & leisure purchases, 2022
- Consumers using each fulfilment option for entertainment & leisure, 2021 & 2022
- Average spend on entertainment & leisure, 2022, & change on 2021
- What percentage of entertainment & leisure spend was online when purchasing Black Friday/ Cyber Monday items, 2021 & 2022
- Entertainment & books shopper penetration, 2021 & 2022
- Sports & leisure shopper penetration, 2021 & 2022
- Toys & games shopper penetration, 2021 & 2022
- Planned/impulse purchases, entertainment & leisure, 2021 & 2022
- Planned/impulse purchases, entertainment & leisure categories, 2021 & 2022
- Homewares, furniture & DIY shopper penetration, 2021 & 2022
- Retailers shopped at for homewares, furniture & DIY, 2021 & 2022
- What’s driving retailer selection for homewares, furniture & DIY, 2022
- Consumers using each channel for homewares, furniture & DIY, 2022
- Consumers using each store type for homewares, furniture & DIY, 2022
- Consumers using each device for homewares, furniture & DIY purchases, 2022
- Consumers using each fulfilment option for homewares, furniture & DIY, 2021 & 2022
- Average spend on homewares, furniture & DIY, 2022, & change on 2021
- What percentage of homewares, furniture & DIY spend was online when purchasing Black Friday/ Cyber Monday items, 2021 & 2022
- Homewares shopper penetration, 2021 & 2022
- DIY & gardening shopper penetration, 2021 & 2022
- Floorcoverings shopper penetration, 2021 & 2022
- Furniture shopper penetration, 2021 & 2022
- Planned/impulse purchases, homewares, furniture & DIY, 2021 & 2022
- Planned/impulse purchases, homewares, furniture & DIY categories, 2021 & 2022
- Was delivery before Christmas a factor in whether or not to purchase furniture, 2021 & 2022
- Speciality food & drink shopper penetration, 2021 & 2022
- Retailers shopped at for speciality food & drink, 2021 & 2022
- What’s driving retailer selection for speciality food & drink, 2022
- Consumers using each channel for speciality food & drink, 2022
- Consumers using each store type for speciality food & drink, 2022
- Consumers using each device for speciality food & drink purchases, 2022
- Consumers using each fulfilment option for speciality food & drink, 2021 & 2022
- Average spend on speciality food & drink, 2022, & change on 2021
- What percentage of speciality food & drink spend was online when purchasing Black Friday/ Cyber Monday items, 2021 & 2022
- Food and nutrition shopper penetration, 2021 & 2022
- Drinks shopper penetration, 2021 & 2022
- Planned/impulse purchases, speciality food & drink, 2021 & 2022
- Planned/impulse purchases, speciality food & drink categories, 2021 & 2022
- Miscellaneous products shopper penetration, 2021 & 2022
- Retailers shopped at for miscellaneous products, 2021 & 2022
- What’s driving retailer selection for miscellaneous products, 2022
- Consumers using each channel for miscellaneous products, 2022
- Consumers using each store type for miscellaneous products, 2022
- Consumers using each device for miscellaneous products purchases, 2022
- Consumers using each fulfilment option for miscellaneous products, 2021 & 2022
- Average spend on miscellaneous products, 2022, & change on 2021
- What percentage of miscellaneous products spend was online when purchasing Black Friday/ Cyber Monday items, 2021 & 2022
- Pet care shopper penetration, 2021 & 2022
- Seasonal shopper penetration, 2021 & 2022
- Stationery shopper penetration, 2021 & 2022
- Planned/impulse purchases, miscellaneous products, 2021 & 2022
- Planned/impulse purchases, miscellaneous products categories, 2021 & 2022
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Adidas
- Aldi
- Amazon
- AO
- Apple
- Argos
- ASDA
- ASOS
- B&Q
- boohoo.com
- Boots
- Co-op
- Currys
- Disney Store
- Dreams
- GAME
- H&M
- HMV
- Homebase
- House of Fraser
- IKEA
- JD Sports
- John Lewis & Partners
- Lidl
- Littlewoods
- Lookfantastic.com
- Marks & Spencer
- Matalan
- Microsoft/Xbox
- Morrisons
- Naked Wines
- New Look
- Next
- Nike
- Notonthehighstreet.com
- Pandora
- Paperchase
- Pets at Home
- Poundland
- Poundstretcher
- Pretty Little Thing
- Primark
- River Island
- Sainsbury's
- Schuh
- Smyths Toys
- Sony/PlayStation Store
- Sports Direct
- Superdrug
- Tesco
- The Entertainer
- The Perfume Shop
- The Range
- The Works
- TK Maxx
- Very
- Waitrose & Partners
- WH Smith
- Wilko
- Zara
