As retailers prepare for Black Friday Cyber Monday (BFCM), value beyond price, savvy shopping and brand trust will be the key trends shaping consumers’ shopping behaviours, according to the latest research from Sensormatic Solutions.
Original research of over 1,000 UK consumers by Sensormatic Solutions in its latest report showed that, while price remains the top consideration for Peak Trading purchases for a third year in a row, the proportion of shoppers rating cost alone has fallen.
This year two thirds (66 per cent) say price is the most important factor influencing BFCM and Peak Trading purchases; however, this is down -11 percentage points year-on-year. Product quality was ranked second for 49 per cent, indicating that good ‘value for money’ as well as cost is a growing consideration, followed by range (38 per cent) and stock availability (37 per cent).
“Even though price remains the top factor, inflation-weary consumers have become used to everything being ‘expensive’, which is why many are redefining their perceptions of value beyond cost alone,” said Andy Sumpter, Sensormatic Solutions’ EMEA Retail Consultant. “This reassessment means additional factors, such as quality, choice and stock assurance, are becoming table stakes in Black Friday purchasing decisions.”
Shoppers are also expected to exhibit ‘savvier’ shopping behaviours across BFCM this year.
Two-fifths (37 per cent) plan to use cashback or discount code sites, rising to nearly half (47 per cent) of Millennials, as consumers hunt out extra deals and money-off codes on top of existing discounts. A quarter of shoppers (26 per cent) will look to retailers’ resale platforms for Peak Trading bargains, rising to 38 per cent of Millennials.
Meanwhile, 73 per cent will take more time searching out deals, up +4 percentage points compared to 2024, with bargain hunting strongest among Millennials (79 per cent) and Gen Z (74 per cent).
“Shoppers won’t just take Black Friday deals at face value,” Sumpter commented. “Motivated by getting the best value for money, they’ll be scanning every channel, testing every discount format and weighing every payment option to make their disposable spending budgets work hardest.”
Dupe culture, where consumers choose affordable replicas of branded products, continues to accelerate online. Business of Fashion data shows 53 per cent of consumers now buy lookalike alternatives, while eMarketer research points to Gen Z as the driving force, with 71 per cent opting for cheaper, copycat products over genuine branded goods.
However, rising dupe culture has also increased authenticity concerns – two in five consumers will switch brands if they question whether a product is genuine. This concern was mirrored across consumers’ Black Friday purchasing plans, with Sensormatic’s study showing customers intend to head in-store to avoid online dupes.
A fifth (17 per cent) plan to shop in-store over online during BFCM to ensure product authenticity, while a quarter (25 per cent) trust items bought in-store to be genuine, certified goods. 42 per cent of Millennials will head to physical stores during Peak Trading to ensure product authenticity and avoid online fakes.
“Consumers have always valued the store for purchase validation, wanting to see, touch and physically assess items to ensure their quality and suitability before buying,” Sumpter added. “We’re now seeing an extension of this, where dupe culture and question marks around authenticity online are making the physical retail the cornerstone for brand authentication and trust.”
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