What are Britons planning to buy on Black Friday/Cyber Monday - if anything?

The pre-Christmas sales season is upon us – but at a time when Britons are tightening belts and with retail sales at their lowest since lockdown, is there more or less interest than there was last year?

Our data shows that three in ten Britons purchased something in a sale such as Black Friday or Cyber Monday in 2022 (30%), and a third of the public intend to do so in 2023 (34%). In terms of purchase intent, however, a quarter of people (25%) say they “don’t know” either way.

As for what they intend to buy, among those who say they are going to buy something in the sales, over half (53%) mean to purchase clothes, shoes, or accessories, and two in five (38%) plan to buy health and beauty products. A quarter (23%) claim they will purchase technology products such as laptops, tablets, and smart speakers, while a fifth (21%) say they will buy homeware or video games (18%).

Nearly as many say they will buy kitchen appliances (16%), with video game consoles (12%), tv/audio equipment (10%), sporting goods (10%) mobile phones (9%), smart watches (7%) and furniture (6%) trailing behind.

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Methodology

YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 14-15 November 2023, with a nationally representative sample of 2000 adults (aged 18+ years) in Great Britain, using a questionnaire designed by YouGov. Data figures have been weighted age, gender, education and social grade to be representative of all adults in Great Britain (18 years or older), and reflect the latest ONS population estimates. Learn more about YouGov Surveys: Serviced.