Experts are forecasting a significant surge in Black Friday sales this year, driven largely by consumers’ increased reliance on promotions in light of ongoing financial pressures across the UK.
Findings from Esendex, indicate that financial concerns are influencing consumer behaviour, with over half (52 per cent) of Black Friday shoppers acknowledging that they are now more dependent on discounts and promotions than in years past.
Recent data from Esendex revealed that more than three-quarters (78 per cent) of UK consumers plan to pause discretionary spending up to a month before Black Friday. This strategy allows shoppers to prepare for anticipated sales and snag seasonal specials, amplifying the excitement surrounding the event.
Black Friday has rapidly become one of the busiest shopping days of the year in the UK as it’s the key date in the diary for consumers looking to bag the best deals and offers in time for Christmas. Last year, total sales during Black Friday soared to an estimated £13.3 billion, marking a notable 7.3 per cent increase from the previous year.
As retailers launch Black Friday campaigns earlier each year, consumers are becoming increasingly proactive, thoroughly researching potential offers to maximise their savings during the Black Friday and Cyber Monday period.
Richard Hanscott, CEO of Esendex, said: “Retailers can expect a robust turnout this Black Friday as consumers look to leverage discounts in response to financial stress. The willingness to wait and research potential sales illustrates a shift in consumer behaviour that retailers must adapt to in order to effectively capture market share during this crucial shopping period.
“To stay ahead of the competition, retailers can share details and promotions with consumers through platforms like WhatsApp. With over two billion monthly active users and incredibly high open rates of up to 99 per cent, WhatsApp serves as a powerful marketing tool to engage customers and drive sales during Black Friday.”
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