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UK Insights

Black Friday sales predicted to grow despite widespread economic concerns

Kirsty Cooke

Head of Digital Content, UK

Retail 21.11.2017 / 16:00

black-friday-shopping

Data released today by Kantar has revealed consumer spending on Black Friday sales will top 2016 figures.

In a survey of 2500 American and British consumers conducted in the week running up to Black Friday 2017, Kantar has looked to understand spending trends and behaviours of shoppers on both sides of the Atlantic.

In the UK, where Black Friday is newer to the market, the research by Kantar's Lightspeed revealed that consumers consider the one-day shopping event to be as equally good value as the new year sales period. In the US, consumers believe Cyber Monday, which is less well established in the UK, provides the best offers of the year, ahead of both Black Friday and January sales periods.



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The study also revealed that UK shoppers are set to spend an average of £246 – a rise of 9% from 2016 (which saw an average spend of £225). This is despite 37% of British adults (a 10% increase since February) claiming they are finding it harder to meet their financial budgets than they were 12 months ago. In comparison, US consumers are expected to spend an average $298 each (a rise of 7% from $274 in 2016). 



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Clothing is set to be the top category in both the UK and USA, with approximately one third of shoppers identifying it as a priority. Laptops are also high on the list, with 22% of Americans and 19% of Brits expected to target a new laptop purchase, holding their place as a firm Black Friday/Cyber Monday favourite. Sales of televisions looks to be less of a priority this year, with one in five identifying it as a priority this year compared to one in three last year. In 2016, phones, tablets, televisions and clothing were the top buys.

Retail Destinations

The study highlights a clear need for retailers to focus their website branding on flagging the best deals to consumers. 40% of all Black Friday and Cyber Monday shoppers use retailers’ own websites (over offer apps, websites and newspapers) to source the best offers when planning their purchases.

US/UK Comparison

When we compare US with UK data, the American market remains the most mature, with Americans buying an average of 2.2 products worth more than $100, compared to an average of 1.6 such products in the UK. Further, 20% of US shoppers buy all their seasonal gifts on Black Friday, compared to 17% in UK.

The American market is also more focused in-store than online: 33% of US consumers buy items online, 54% in store, vs. 68% of UK consumers buying items online and 26% in store.

Source : Kantar

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