More than three out of four (77%) UK shoppers will carry out the majority of their Black Friday shopping online, according to independent research released today by customer intelligence firm Attest. The findings suggest the British high street could be braced for more bad news, with bricks-and-mortar the preferred Black Friday shopping destination for under a quarter of consumers (23%).
The research comes after a tough year for UK high streets, which saw a raft of sales dips, CVAs and store closures facing retailers, and hot on the heels of the latest Budget announcement in which the Government announced £1.5bn to support small retailers across UK town centres.
It’s not all doom and gloom for British retailers; 95% of shoppers will spend the same or more during Black Friday 2018 compared to last year. 40% plan to spend £200 or more, with just 27% set to spend under £100. 4 in 10 people intend to up their outlay compared to recent years. Interestingly, a third (31%) of those planning to spend more will do the majority of their shopping in-store, compared to the average 23%.
The traditional festive sales cycle may once again be thrown off kilter, with half of consumers planning to spend £150 or more this Black Friday and Christmas presents revealed as the most popular purchases (69%). Clothes and jewellery followed behind (33%), while gadgets came in third (32%). Perhaps unsurprisingly, Apple (15%) and Amazon (12%) top the list of brands respondents would most like to have deals come November 23rd. Amazon was also the most referenced brand when respondents were asked where specifically they will shop on Black Friday, grabbing 35% of mentions, with no other brand managing to top 10%.
The study reveals that digital media is driving purchase consideration ahead of the big day. Attest’s research found that 52% of people will visit deal sites to seek the heads-up on the best Black Friday savings and 46% will rely on social media promotions. Reliance on in-store promotions is lagging behind in third at 43%.
While more people are set to go digital on Black Friday, Attest’s findings indicate that average smartphone spend may not be equally high. Over two thirds of mobile shoppers (71%) will spend between £50 and £200 whereas the biggest digital spenders are likely to shop from their computer, rather than a phone or tablet. Of computer-based shoppers, a fifth will spend over £350; only 23.7% will spend less than £100.
Jeremy King, founder and CEO of Attest said: “The findings show just how nuanced the picture is for retailers operating in the UK today. It may come as no surprise that the high street is less favourable among Black Friday shoppers. However, for brands and retailers, regional variance could be key. Knowing, for example, that those in London, the South East and North West of England are more likely to brave the bitter November weather to shop in brick-and-mortar could constitute an important detail when defining a sales strategy for the coming weeks.”
Interestingly, almost half (48%) of respondents admitted Black Friday would have an impact on their typical day. A cheeky 19% will find time to take part while at work, while a further 19% will arrange time off work to take part in the event. 8% will set their alarm earlier, while 2% of people even admitted to making childcare arrangements this November 23rd.