Online shopping habits show resilience as Brits plan around Black Friday

Online shopping habits show resilience as Brits plan around Black Friday

According to a new survey from Criteo, 74 per cent of UK shoppers said they are likely to shop online on or around Black Friday this year, a rise from 63 per cent in 2021. While speculation about the sheer scale of this year’s Black Friday compared to previous years remains, it seems Black Friday will play an important role for consumers. 

In fact, roughly a third (32 per cent) of UK shoppers say they ‘always’ shop online on or around Black Friday each year. The resilience of in-store shopping attests to this, with the number who said they were likely to shop in-store remaining steady at 40 per cent compared to 41 per cent one year ago. 

Of the consumers who will make a purchase on Black Friday, 88 per cent are thinking about the deals they will purchase already, with just 12 per cent making ‘on the day’ decisions. 

Sam Benkel, Managing Director, Retail Media, Criteo, comments, “UK consumers are understandably eager to find out exactly what Black Friday has in store this year, but it does appear ‘Cyber Month’ will continue to steal its thunder. It’s encouraging for brands and retailers that consumers will shop the sales as they come, across a longer period of time. Accordingly, some are now offering price guarantees to help shoppers buy with confidence when they are ready. We might not see the sensational growth figures associated with Black Friday itself, but the overall opportunity remains an essential part of the retail calendar.” 

82 per cent of UK shoppers say they are open to purchasing from an online store they don’t usually purchase from. ‘Great deals’ top the list of motivations at 65 per cent vs 53 per cent in 2021, which perhaps reflects the economic pressure households are facing this winter. 

Interestingly just 10 per cent of consumers say sustainable products and the brands values are aspects that would make them try a new online store on Black Friday this year.  

However, when asked what qualities would make them return to a brand or retailer they discovered on Black Friday, 17 per cent said the brand values and 18 per cent said sustainable products, proving that longer-term commercial success still hinges on an ethical and considerate approach.  

Most importantly, retailers must deliver a great customer experience, which would sway 50 per cent of customers to return. A great purchasing experience (48 per cent) and fast shipping (43 per cent) are integral to this. 


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