Three key takeaways ahead of Black Friday 2023
November 17th, 2023, YouGov

Three key takeaways ahead of Black Friday 2023

YouGov’s 2023 UK Black Friday report provides insight into the minds of deal-seeking shoppers via our Self-Serve survey tool. Here are three key takeaways.

  1. Three in ten Black Friday shoppers plan to spend less this year 

In a cost-of-living crisis, it’s perhaps none too surprising that some people are looking to limit their festive spending in some areas.

While 37% of Britons are planning to spend about the same amount as they did last year, just 4% plan to spend more – and 29% say they intend to spend less. 

2. Quarter of Britons say Black Friday doesn’t offer genuine discounts 

We could partially attribute the diminished shopping appetite to a suspicion of discounts in some quarters: just 15% of Britons agree that they can get genuine discounts during Black Friday.

Some 27% outright say they don’t think Black Friday offers are genuine, but 52% split the difference and say that, while it offers genuine discounts, there are sometimes better deals at other times of the year.

In any case, consumers certainly aren’t sure that the offers being marketed to them on Black Friday are real offers.

3. Black Friday shoppers are more likely to be Millennials; abandoners are more likely to be Baby Boomers

Demographically speaking, Black Friday shoppers skew younger this year: some 48% are either millennials or Gen Z – compared to 33% of those who aren’t shopping on Black Friday this year. Among these abandoners, 57% are from Gen X or older.

Getting more specific, 33% of abandoners are Baby Boomers compared to just 21% of Black Friday shoppers.

To dig a little deeper into Black Friday shopping, read our new report here. Or, if you’d like to run your own survey, check out YouGov Self-Serve today.