25–34 year olds see Black Friday as the moment to join loyalty schemes and redeem rewards

Research released by LoyaltyLion shows that younger consumers see Black Friday as more than just a discount weekend. Survey data from 2004 UK customers shows loyalty has emerged as the real currency of Black Friday and Cyber Monday – a currency that not only drives sales in the moment but also creates a foundation for long-term, profitable growth. For many, it is the point where they commit to loyalty schemes of brands they’ve shopped with before, and bring forward future purchases, making it a loyalty tipping point as well as a sales one.

The survey found that eighty-five per cent of 25–34s said they would join a loyalty programme during the sales, compared with 56 per cent across all ages. Eighty-four per cent said they would visit stores where they have points to redeem, far higher than the 48 per cent of over-55s. 85 per cent said they would redeem loyalty points or rewards during Black Friday, compared with 63 per cent overall.

Three-quarters (76 per cent) of 25–34s said they would open brand emails during the sales, versus just over half (51 per cent) of consumers overall. For retailers, it underlines how much value can be gained from existing customers as organisations compete for attention during such a crowded weekend.

The data also shows that younger shoppers take less time between repeat purchases. Eighty-one per cent of 25–34s said they would buy products before they run out, compared with 56 per cent of all consumers and just 40 per cent of over-55s. Two-thirds of 25–34s said they would buy products they have not purchased before during this peak season, far higher than the 42 per cent average across other age groups. Black Friday is therefore not just an opportunity to shift more stock, but prime time to upsell to existing customers.

Seventy-four per cent of 25–34s said they are more likely to sign up to a loyalty programme during times of uncertainty, and 80 per cent said they are more likely to sign up now than a year ago. Across all ages, the figures were far lower at 52 per cent and 55 per cent respectively.