As Black Friday approaches, a new study sheds light on how UK consumers are adopting a more thoughtful approach to shopping. According to research conducted by Vodafone, nearly three-quarters of Brits (72%) are aiming to avoid impulse buys this year. In the past, the Black Friday season was synonymous with hasty purchasing decisions. However, the current trend indicates a shift towards intentional shopping, with individuals now opting to curate a Black Friday must-have list and adhere to it.
The research, which surveyed 2,000 UK adults, reveals that Brits are planning to make around three purchases during this Black Friday, allotting an average budget of £180 for the occasion. Of this budget, a significant portion (£160) is earmarked for tech products, a top priority for over half of shoppers (58%) in both 2023 and 2024. With the ongoing discussions around the rising cost of living and the impact of overspending, consumers are expressing a desire to be more discerning in their choices this sales season.
The majority of shoppers (74%) are keen on investing only in items they genuinely need, that offer longevity (74%), and align with their values (52%). Consequently, individuals are diligently seeking out discounts and deals, often waiting for annual or seasonal events to make significant purchases. The most sought-after products on this year’s Black Friday shopping lists include mobile phones (25%), tech gadgets (28%), clothing (33%), and kitchen appliances (20%).
A notable finding from the study is that 61% of consumers actively consider sustainable options provided by retailers, such as recycling initiatives, ethical practices, and trade-in schemes, before making a purchase. Recognizing the changing landscape of consumer behaviour, Vodafone has partnered with Consumer Rights Expert Martyn James to offer shoppers valuable tips for navigating Black Friday deals mindfully.
Martyn’s advice includes strategies like comparing prices, leveraging digital wallets for loyalty cards, exploring trade-in opportunities, and using money-saving apps. Furthermore, he highlights the significance of being well-informed about product values and legal protections when making purchases. Vodafone is set to launch its Black Friday deals, featuring savings of up to £1,100 and exclusive offers for trade-ins, providing consumers with an opportunity to make thoughtful and affordable purchases this sales season.
In conclusion, the shift towards a more intentional and mindful shopping approach is evident in the behaviours and preferences of UK consumers leading up to Black Friday. As shoppers prioritise essential purchases, avoid impulsive buys, and seek out sustainable options, the retail landscape is evolving to cater to these changing demands. With technological products like mobile phones topping the shopping lists, it is clear that Brits are aligning their purchases with their practical needs and long-term value considerations.