Despite Amazon’s Prime Deal Days becoming a more established discounting event for UK shoppers, twice as many consumers plan to shop on Black Friday than those intending to make purchases on Amazon Prime Day, the latest data from Sensormatic Solutions reveals.
Original research of over 1,000 UK consumers by Sensormatic Solutions in its latest report showed that two-fifths (37 per cent) of shoppers plan to shop on Amazon Prime Deal Days, which run across two days on 07 & 08 Oct 2025.
Marking the start of the online retail giant’s Peak Trading campaign, Amazon’s Prime Big Deal Days offer Prime members “millions of deals” and “deep discounts” on popular gifting categories, including apparel, electronics, toys and beauty. Last year, Amazon said its October Prime Days promotion was a record-breaking sales event, with Prime members saving over US$1billion across millions of offers globally across seasonal merchandise and gifts.
However, despite growing adoption, more UK shoppers will hold out on gift buying until Black Friday. Sensormatic’s research shows that more than twice as many will shop on Black Friday (79 per cent) compared to those planning purchases on Amazon Prime Big Deals Days (37 per cent), with greater channel choice across on and offline and deals from brands and retailers outside of the Amazon platform helping to broaden Black Friday’s appeal.
Meanwhile, adoption of Singles Day (11 Nov 2025), which started out as a celebration of singledom in China and quickly became a global retail event, remains low in the UK compared to both Black Friday and Amazon’s Prime Days. Even though a growing number of brands, including Calvin Klein, ASOS and Lookfantastic, will offer Singles Day deals this year, just 9 per cent of UK consumers plan to shop during the promotion, suggesting widespread adoption is yet to truly take off with British shoppers.
Sensormatic’s poll revealed that 70 per cent of UK consumers plan to visit a store during Black Friday (28 Nov 2025) this year, with 13 per cent planning to visit more stores during Black Friday compared to 2024 as they seek out the best bargains.
Last year, Sensormatic’s data from its ShopperTrak Analytics platform, which captures 40 billion store visits globally each year, showed UK retail footfall rose +4.8 per cent year-on-year on Black Friday (29 Nov 2024), with pricing sensitivity boosting performance across the discounting period as consumers sought deals to make discretionary spending budgets work harder.
As consumers continue to spend cautiously, the Saturday of the Black Friday weekend (29 Nov) is expected to be the second busiest day for in-store footfall of the entire Christmas trading season, according to Sensormatic’s predictions.
“Having dealt with ongoing inflation and cost-of-living pressures for such a prolonged period, astute shopping behaviours are now ingrained in the UK customer psyche,” said Andy Sumpter, Sensormatic’s EMEA Retail Consultant. “Relentless bargain-hunting, highly considered purchasing and cross-checking every channel for the best prices is now second nature for hyper-savvy shoppers. And this may mean we see elevated demand for Black Friday, helping to kickstart retailers’ Peak Trading campaigns.”
“There is, however, still a joker in the pack,” Sumpter added. “The jury’s still out on how the Autumn Budget – taking place just two days before Black Friday – will impact consumer behaviour. Many retailers will fear further tax hikes and additional pressure on household incomes could risk derailing demand just before the start of their most critical trading period of the year.”
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