A third of Brits (34 per cent) are set to boycott Black Friday this year, according to new research from Ello.
The research also revealed that 28 per cent of Brits worry about the impact Black Friday is having on the environment, leading to 1 in 5 choosing not to make any purchases for this reason.
When it comes to perceptions of Black Friday, the survey of 2,000 UK consumers found that over half (54 per cent) believe Black Friday is just a marketing ploy, whilst a fifth (21 per cent) think it’s typically non-premium brands that offer deals. Furthermore, less than a quarter (24 per cent) say they stay loyal to brands they shop with on Black Friday throughout the rest of the year.
Of those who are planning to buy this Black Friday, 1 in 4 (25 per cent) plan to do their shopping online due to concerns relating to the pandemic, with Amazon topping the chart of where Brits hope to bag a bargain this Black Friday.
On where consumers are planning to buy from this Black Friday, this is how top brands rank:
- Amazon
- Argos
- Tesco
- Currys
- Boots
- John Lewis
- M&S
- ASOS
- Game
- Very
- Selfridges
- Wayfair
- Made.com
- DFS
- Sofology
With prices set to be sliced, almost a third (30 per cent) of consumers say they hold off on big purchases in the lead up to Black Friday, whilst a fifth (20 per cent) admit the low prices often lead to them buying things they don’t actually need.
“Consumer budgets have tightened and with the cost of living continuing to rise thanks to higher inflation, Brits are being more money savvy than ever before. As we approach the festive season, consumers are taking the time to do their research on what to buy and where from, so it’s no surprise that many choose to hold off making those bigger purchases in the run up to Black Friday in hope of bagging a bargain.
“However, many consumers are becoming wiser to so-called marketing ploys of this nature and are staying clear of Black Friday altogether. With this in mind, it’s important for brands to take a step back to establish if the return on investment is actually worth it. Rather than offering customers these annual price cuts, brands should be giving customers loyalty incentives all year round – not only does this encourage customers to keep coming back, but it also helps increase brand engagement,” commented Michael Kalli, managing director, Ello.
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