Retail Occasions Series: UK Black Friday 2024

Table of Contents

• KEY FINDINGS
• Chart of the month - Younger consumers opt for lower ticket items during the Black Friday promotional period
• The key findings
• Trend insight - stores
• Trend insight - online
• Trend insight - alternative promotions
• CONSUMER ATTITUDES
• Buying dynamics
• Participation
• Barriers to purchase
• Financial wellbeing
• Black Friday spending
• Financial spending
• Purchase timing
• Impact on timing
• Impact on Christmas spend
• Purchasing recipients
• Research
• Retailer promotions
• Consumer attitudes
• Consumer preferences
• Online spending
• Black Friday & Cyber Monday statements
• Retailer selection
• Retailer ratings - grocers
• Retailer ratings - non-food retailer
• Retailer drivers by category
• ELECTRICALS & TECHNOLOGY
• Buying dynamics
• Retailer selection
• Channel usage
• Store type
• Device usage
• Fulfilment
• Spending
• Online spending
• Buying dynamics
• Amazon electricals
• CLOTHING & FOOTWEAR
• Buying dynamics
• Retailer selection
• Channel usage
• Store type
• Device usage
• Fulfilment
• Spending
• Online spending
• Buying dynamics
• Black Friday & Cyber Monday statements
• HEALTH & BEAUTY
• Buying dynamics
• Retailer selection
• Channel usage
• Store type
• Device usage
• Fulfilment
• Spending
• Online spending
• Buying dynamics
• ENTERTAINMENT & LEISURE
• Buying dynamics
• Retailer selection
• Channel usage
• Store type
• Device usage
• Fulfilment
• Spending
• Online spending
• Buying dynamics
• HOMEWARES, FURNITURE & DIY
• Buying dynamics
• Retailer selection
• Channel usage
• Store type
• Device usage
• Fulfilment
• Spending
• Online spending
• Buying dynamics
• SPECIALITY FOOD & DRINK
• Buying dynamics
• Retailer selection
• Channel usage
• Store type
• Device usage
• Fulfilment
• Spending
• Online spending
• Buying dynamics
• MISCELLANEOUS PRODUCTS
• Buying dynamics
• Retailer selection
• Channel usage
• Store type
• Device usage
• Fulfilment
• Spending
• Online spending
• Buying dynamics
• METHODOLOGY
• Technical details: Consumer survey work

• Impact of Black Friday/Cyber Monday period on timing of purchasing, 2024
• Proportion of spend online, 2023 & 2024
• Retailer ratings across key measures - grocers, 2024
• Retailer ratings across key measures - non-food retailers, 2024
• Percentage point change - top 10 retailers shopped at for electricals & technology, 2023 to 2024
• Proportion of spend online, electricals & technology, 2023 & 2024
• Products purchased, audio visual, 2023 & 2024
• Retailers used, audio visual, 2023 & 2024
• Products purchased, computers & tablets, 2023 & 2024
• Retailers used, computers & tablets, 2023 & 2024
• Products purchased, home appliances, 2023 & 2024
• Retailers used, home appliances, 2023 & 2024
• Products purchased, personal grooming, 2023 & 2024
• Retailers used, personal grooming, 2023 & 2024
• Products purchased, gaming hardware, 2023 & 2024
• Retailers used, gaming hardware, 2023 & 2024
• Products bought on impulse, 2023 & 2024
• Products purchased, Amazon hero products, 2023 & 2024
• Products bought on impulse, Amazon hero products, 2023 & 2024
• Percentage point change - top 10 retailers shopped at for clothing & footwear, 2023 to 2024
• Proportion of spend online, clothing & footwear, 2023 & 2024
• Products purchased, clothing, 2023 & 2024
• Retailers used, clothing, 2023 & 2024
• Products purchased, footwear, 2023 & 2024
• Retailers used, footwear, 2023 & 2024
• Products purchased, accessories, 2023 & 2024
• Retailers used, accessories, 2023 & 2024
• Products bought on impulse, clothing & footwear, 2023 & 2024
• Products purchased, health & beauty, 2023 & 2024
• Percentage point change - top 10 retailers shopped at for health & beauty, 2023 to 2024
• Proportion of spend online, health & beauty, 2023 & 2024
• Products bought on impulse, health & beauty, 2023 & 2024
• Percentage point change - top 10 retailers shopped at for entertainment & leisure, 2023 to 2024
• Proportion of spend online, entertainment & leisure, 2023 & 2024
• Products purchased, entertainment & books, 2023 & 2024
• Retailers used, entertainment & books, 2023 & 2024
• Products purchased, toys & games, 2023 & 2024
• Retailers used, toys & games, 2023 & 2024
• Products purchased, sports & leisure, 2023 & 2024
• Retailers used, sports & leisure, 2023 & 2024
• Products bought on impulse, entertainment & leisure, 2023 & 2024
• Percentage point change - top 10 retailers shopped at for homewares, furniture & DIY, 2023 to 2024
• Proportion of spend online, homewares, furniture & DIY, 2023 & 2024
• Products purchased, homewares, 2023 & 2024
• Retailers used, homewares, 2023 & 2024
• Products purchased, furniture, 2023 & 2024
• Retailers used, furniture, 2023 & 2024
• Products purchased, DIY & gardening, 2023 & 2024
• Retailers used, DIY & gardening, 2023 & 2024
• Products purchased, floorcoverings, 2023 & 2024
• Retailers used, floorcoverings, 2023 & 2024
• Products bought on impulse, homewares, furniture & DIY, 2023 & 2024
• Delivery before Christmas as a driver of purchase, 2023 & 2024
• Percentage point change - top 10 retailers shopped at for speciality food & drink, 2023 to 2024
• Proportion of spend online, specialty food & drink, 2023 & 2024
• Products purchased, food & nutrition, 2023 & 2024
• Retailers used, food & nutrition, 2023 & 2024
• Products purchased, drinks, 2023 & 2024
• Retailers used, drinks, 2023 & 2024
• Products bought on impulse, specialty food & drink, 2023 & 2024
• Percentage point change - top 10 retailers shopped at for miscellaneous products, 2023 to 2024
• Proportion of spend online, miscellaneous products, 2023 & 2024
• Products purchased, stationery, 2023 & 2024
• Retailers used, stationery, 2023 & 2024
• Products purchased, pet care, 2023 & 2024
• Retailers used, pet care, 2023 & 2024
• Products purchased, seasonal, 2023 & 2024
• Retailers used, seasonal, 2023 & 2024
• Products bought on impulse, miscellaneous products, 2023 & 2024

• Chart of the month - Younger consumers opt for lower ticket items during the Black Friday promotional period
• Black Friday shopper penetration, 2022, 2023 & 2024
• Participation this year and last year, 2023 & 2024
• Why did you not purchase anything during the Black Friday or Cyber Monday promotional periods this year, 2023 & 2024
• Financial wellbeing compared to last year, 2023 & 2024
• Black Friday spending compared to last year, 2023 & 2024
• Why did you spend more this Black Friday/ Cyber Monday, 2023 & 2024
• Why did you spend less this Black Friday/ Cyber Monday, 2023 & 2024
• How consumers financed Black Friday spending compared to last year, 2023 & 2024
• What day consumers made their purchase, 2023 & 2024
• Impact of Black Friday/Cyber Monday period on timing of purchasing, 2023 & 2024
• Influence of Black Friday/Cyber Monday promotional period on Christmas gift purchasing, 2023 & 2024
• Which sectors consumers purchased from when buying Christmas gifts during the Black Friday/ Cyber Monday promotional period, 2023 & 2024
• Who were the items for that you purchased during the Black Friday or Cyber Monday promotional periods, 2023 & 2024
• What research, if any, did you do before purchasing during the Black Friday or Cyber Monday promotional periods, 2023 & 2024
• Which retailer is the first port of call when looking for Black Friday purchases, 2024, & change on 2023
• Do you expect retailers to offer deals, and do they influence where you shop, 2024
• What sort of deals are most appealing/taken advantage of during the Black Friday or Cyber Monday promotional periods, 2024
• Why did you not spend instore during the Black Friday or Cyber Monday promotional periods?, 2024
• What percentage of spend was online when purchasing Black Friday/ Cyber Monday items, 2023 & 2024
• Agreement and disagreement with statements about Black Friday & Cyber Monday, 2024, & change on 2023
• Which retailer did the best job of promoting or communicating deals during the Black Friday or Cyber Monday promotional periods this year, 2024, & change on 2023
• Retailer drivers by category, 2024
• Electricals & technology shopper penetration, 2022, 2023 & 2024
• Retailers shopped at for electricals & technology, 2023 & 2024
• What’s driving retailer selection for electricals & technology, 2024
• Consumers using each channel for electricals & technology, 2024
• Consumers using each store type for electricals & technology, 2024
• Consumers using each device for electricals & technology purchases, 2024
• Consumers using each fulfilment option for electricals & technology, 2023 & 2024
• Average spend on electricals & technology, 2024, & change on 2023
• What percentage of electricals & technology spend was online when purchasing Black Friday/ Cyber Monday items, 2023 & 2024
• Audio visual shopper penetration, 2022, 2023 & 2024
• Screen size of TV purchases, 2023 & 2024
• Definition of TV purchased, 2023 & 2024
• Screen type of TV purchased, 2023 & 2024
• Computers & tablets shopper penetration, 2022, 2023 & 2024
• Home appliances shopper penetration, 2022, 2023 & 2024
• Personal grooming shopper penetration, 2022, 2023 & 2024
• Gaming & hardware shopper penetration, 2022, 2023 & 2024
• Planned/impulse purchases, electricals & technology, 2023 & 2024
• Amazon hero products shopper penetration, 2022, 2023 & 2024
• Planned/impulse purchases, Amazon hero products, 2023 & 2024
• Ordering dynamics, Amazon electricals, 202
• Clothing & footwear shopper penetration, 2022, 2023 & 2024
• Retailers shopped at for clothing & footwear, 2023 & 2024
• What’s driving retailer selection for clothing & footwear, 202
• Consumers using each channel for clothing & footwear, 202
• Consumers using each store type for clothing & footwear, 202
• Consumers using each device for clothing & footwear purchases, 2024
• Consumers using each fulfilment option for clothing & footwear, 2023 & 2024
• Average spend on clothing & footwear, 2024, & change on 2023
• What percentage of clothing & footwear spend was online when purchasing Black Friday/ Cyber Monday items, 2023 & 2024
• Clothing shopper penetration, 2022, 2023 & 2024
• Footwear shopper penetration, 2022, 2023 & 2024
• Accessories shopper penetration, 2022, 2023 & 2024
• Clothing & footwear agreement and disagreement with statements about Black Friday & Cyber Monday, 2024, & change on 2023
• Planned/impulse purchases, clothing & footwear, 2023 & 2024
• Health & beauty shopper penetration, 2022, 2023 & 2024
• Retailers shopped at for health & beauty, 2023 & 2024
• What’s driving retailer selection for health & beauty, 2024
• Consumers using each channel for health & beauty, 2024
• Consumers using each store type for health & beauty, 2024
• Consumers using each device for health & beauty purchases, 2024
• Consumers using each fulfilment option for health & beauty, 2023 & 2024
• Average spend on health & beauty, 2024, & change on 2023
• What percentage of health & beauty spend was online when purchasing Black Friday/ Cyber Monday items, 2023 & 2024
• Planned/impulse purchases, health & beauty, 2023 & 2024
• When purchasing health & beauty items during the Black Friday and/or Cyber Monday promotional period, were these purchases any of the following, 2024
• Entertainment & leisure shopper penetration, 2022, 2023 & 2024
• Retailers shopped at for entertainment & leisure, 2023 & 2024
• What’s driving retailer selection for entertainment & leisure, 2024
• Consumers using each channel for entertainment & leisure, 2024
• Consumers using each store type for entertainment & leisure, 2024
• Consumers using each device for entertainment & leisure purchases, 2024
• Consumers using each fulfilment option for entertainment & leisure, 2023 & 2024
• Average spend on entertainment & leisure, 2024, & change on 2023
• What percentage of entertainment & leisure spend was online when purchasing Black Friday/ Cyber Monday items, 2023 & 2024
• Entertainment & books shopper penetration, 2022, 2023 & 2024
• Toys & games shopper penetration, 2022, 2023 & 2024
• Sports & leisure shopper penetration, 2022, 2023 & 2024
• Planned/impulse purchases, entertainment & leisure, 2023 & 2024
• Homewares, furniture & DIY shopper penetration, 2022, 2023 & 2024
• Retailers shopped at for homewares, furniture & DIY, 2023 & 2024
• What’s driving retailer selection for homewares, furniture & DIY, 2024
• Consumers using each channel for homewares, furniture & DIY, 2024
• Consumers using each store type for homewares, furniture & DIY, 2024
• Consumers using each device for homewares, furniture & DIY purchases, 2024
• Consumers using each fulfilment option for homewares, furniture & DIY, 2023 & 2024
• Average spend on homewares, furniture & DIY, 2024, & change on 2023
• What percentage of homewares, furniture & DIY spend was online when purchasing Black Friday/ Cyber Monday items, 2023 & 2024
• Homewares shopper penetration, 2022, 2023 & 2024
• Furniture shopper penetration, 2022, 2023 & 2024
• DIY & gardening shopper penetration, 2022, 2023 & 2024
• Floorcoverings shopper penetration, 2022, 2023 & 2024
• Planned/impulse purchases, homewares, furniture & DIY, 2023 & 2024
• Was delivery before Christmas a factor in whether or not to purchase furniture, 2023 & 2024
• Speciality food & drink shopper penetration, 2022, 2023 & 2024
• Retailers shopped at for speciality food & drink, 2023 & 2024
• What’s driving retailer selection for speciality food & drink, 2024
• Consumers using each channel for speciality food & drink, 202
• Consumers using each store type for speciality food & drink, 2024
• Consumers using each device for speciality food & drink purchases, 2024
• Consumers using each fulfilment option for speciality food & drink, 2023 & 2024
• Average spend on speciality food & drink, 2024, & change on 2023
• What percentage of speciality food & drink spend was online when purchasing Black Friday/ Cyber Monday items, 2023 & 2024
• Food and nutrition shopper penetration, 2022, 2023 & 2024
• Drinks shopper penetration, 2022, 2023 & 2024
• Planned/impulse purchases, speciality food & drink, 2023 & 2024
• Miscellaneous products shopper penetration, 2022, 2023 & 2024
• Retailers shopped at for miscellaneous products, 2023 & 2024
• What’s driving retailer selection for miscellaneous products, 2024
• Consumers using each channel for miscellaneous products, 2024
• Consumers using each store type for miscellaneous products, 2024
• Consumers using each device for miscellaneous products purchases, 2024
• Consumers using each fulfilment option for miscellaneous products, 2023 & 2024
• Average spend on miscellaneous products, 2024, & change on 2023
• What percentage of miscellaneous products spend was online when purchasing Black Friday/ Cyber Monday items, 2023 & 2024
• Stationery shopper penetration, 2022, 2023 & 2024
• Pet care shopper penetration, 2022, 2023 & 2024
• Seasonal shopper penetration, 2022, 2023 & 2024
• Planned/impulse purchases, miscellaneous products, 2023 & 2024

• Accessorize
• Aldi
• Amazon
• AO
• Apple
• Appliances Direct
• Argos
• ASDA
• ASKET
• ASOS
• B&M
• B&Q
• Blacks
• Bodycare
• Boohoo
• Boots
• Card Factory
• Cider
• Co-op
• Cult Beauty
• Currys
• Decathlon
• Dell
• Dreams
• Dunelm
• Dyson
• Ebuyer
• GAME
• H&M
• Homebase
• House of Fraser
• IKEA
• JD Sports
• John Lewis & Partners
• Lakeland
• Lidl
• Lidl
• Littlewoods
• MAC Cosmetics
• Mango
• Marks & Spencer
• Matalan
• Microsoft
• Morrisons
• MyProtein
• Naked Wines
• New Look
• Next
• Nike
• Nintendo
• Pets at Home
• Poundland
• Robert Dyas
• Sainsbury's
• Screwfix
• Shein
• Smyths Toys
• Sony
• Sports Direct
• Superdrug
• Swarovski
• Temu
• Tesco
• The Entertainer
• The Ordinary
• The Perfume Shop
• The Range
• TK Maxx
• Very
• Waitrose & Partners
• Waterstones
• WH Smith
• Wine Rack
• Zara