Almost two-thirds (60 per cent) of Brits will make the most of the 2022 Black Friday sales, with the average shopper set to spend £282.89, according to consumer research from omnichannel customer engagement platform Emarsys.
Amidst cost-of-living concerns and in the run-up to Christmas, the study of 2,000 consumers suggests that an impressive 79 per cent of us will not decrease our spending, instead opting to spend the same or increase their spending – with a third (33 per cent) stating that there is “no minimum discount” required for them to buy a product in the sales.
Of those splashing the cash this Black Friday, both online and in-store shopping will take place – with 53 per cent saying they’ll shop online, 29 per cent saying they’ll shop in store and the remaining 28 per cent unsure of whether their Black Friday shopping will take place in person, online or a mixture of both.
When it comes to what shoppers are searching for this Black Friday, the research reveals that 11 per cent will be looking for electronics & devices, 9 per cent for fashion & apparel, 8 per cent for video games and 7 per cent for food & groceries, toys & games, household & kitchen items and beauty products respectively.
The research also reveals how retailers can convince shoppers to purchase with them. When asked what will influence their purchasing decision this Black Friday, consumers said the following matter: size of the deals (27 per cent), free/low-cost deliveries (25 per cent), early sight of deals (18 per cent), confidence in the brand (18 per cent), good returns policies (16 per cent) and personalised deals tailored to products I want (12 per cent). Other things impacting decisions include deals for sustainable products (10 per cent), first access or insider deals (10 per cent) and pick up points in-store (9 per cent).
But while consumers have big spending plans this Black Friday, they will be using that cash wisely. 35 per cent think that Black Friday deals are often overrated, and as a result will be carefully looking for the very best deals and the right products for them; 54 per cent would need a discount of more than 25 per cent to convince them to make a purchase they weren’t planning to otherwise.
Faced with these careful consumers, Emarsys — the company behind the research — recommends that retailers focus their efforts on targeting and personalisation this Black Friday, ensuring they hit the right shopper with the right promotion rather than taking a scattergun ‘money off everything’ approach.
As Meghann York, Global Head of Product Marketing & Solution Management at Emarsys, explains, “Consumers in 2022 are more patient, analytical, and discerning than ever before – they expect to be, and are in control of their purchasing power. Customers are having to do more with less, so they know how to maximise value for themselves – navigating deals and brands with greater speed and precision and are less likely to pull the trigger on impulse buys.
“There are so many factors influencing customer purchasing decisions this Black Friday, the retailers that will win are those that have listened in the run-up and ensured they are meaningfully communicating with shoppers as individuals.
“To avoid getting lost in the Black Friday background, brands must be able to engage with customers everywhere they go, no matter the channel, and personalise interactions across the board. By engaging anywhere, and personalising everywhere, you can be the brand that defines Black Friday for consumers that are truly loyal to what your brand stands for.”
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