Black Friday and Cyber Monday 2016

With Black Friday and Cyber Monday just a few days away, many retailers will be wondering if the highly anticipated annual sales frenzy is still creating enough buzz and excitement to drive consumers to hunt out a bargain or two, either online or on the high street.

What do UK consumers have planned?


Our recent survey of 2000 UK adults conducted by Opinium addresses this key question and pinpoints key consumer trends for Black Friday and Cyber Monday 2016, including:
  • Who will be buying this year?
  • How much do those who will shop plan to spend?
  • What items are consumers planning to buy?
  • How can retailers improve customer experience?
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A quarter of UK consumers plan to purchase over Black Friday and Cyber Monday, spending an average of £203 

Brits still love a bargain. Though this year over a third of British adults say they are not interested in Black Friday/ Cyber Monday (36%) and one in seven (14%) purposely avoid them, a quarter (27%) are interested and intend to buy something this year, whilst 15% are interested but do not intend to buy anything this year.

Black Friday/Cyber Monday certainly appeals more to the younger generations, as 18-34 years olds are three times as likely to say they intend to buy something this year compared to those aged 55+ (41% vs 13% respectively).

Is it worth the wait? Well consumers certainly think so.  Of those intending to buy something this year, three fifths (57%) are actually holding off any planned purchases in anticipation of getting a better deal on Black Friday/Cyber Monday, rising to 65% amongst men.

Hey big spender. Intended buyers think they will spend an average of £203, rising to £244 amongst men. Over half (55%) expect to spend the most money on electricals and technology (55%). The top categories that intended buyers expect to spend the most on are electricals and technology (55%), Christmas stocking fillers/treats (28%) and adult clothing, shoes and accessories (26%).

And they’re splurging more than before. In comparison with 2015, British adults spent an average of £73 last year over the Black Friday/Cyber Monday period on discounted purchases, rising to £78 for men.  18-34 year olds spent almost four times more than those aged 55+ (£111 vs £28 respectively).

A quarter of UK consumers plan to purchase over Black Friday/Cyber Monday, spending an average of £203


The average buyer expects to make 77% of their purchases in the sales through online methods

 

The ways that technology has changed shopping habits is reflected in the fact that the average intended buyer expects to make 77% of their purchases in the sales online, compared to just 17% in store. The average intended buyer expects to proportion their spending through the following methods:

  • Online-laptop or desktop (50%)
  • In store (17%)
  • Online- tablet device (retailer website) (9%)
  • Online- mobile device (retailer mobile site) (8%)
  • Online- mobile device (retailer app) (6%)
  • TV (4%)
  • Online- tablet device (retailer app) (3%)
  • By phone (2%)

 

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3 in 10 expect items to be cheaper in Black Friday and Cyber Monday sales than the run up to Christmas

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There’s clearly some confusion amongst consumers as to when the best deals arise and retailers could work harder to clarify and communicate their offers, as any ambiguity over deals could mean shoppers will hold off spending until the pre-Christmas sales.

Three in ten British adults (29%) feel they get about the same overall deal on purchases made over Black Friday/Cyber Monday and in the run up to Christmas. One in seven (17%) think they get better deals over Black Friday/Cyber Monday, whilst a similar amount (15%) think they get a better deal in the run up to Christmas. However, two in five are unsure (39%) over which provides a better overall deal on purchases. 

When asked to think about buying a Christmas gift, three in ten (30%) would expect the product to be cheaper in the Black Friday/Cyber Monday sales, whilst only one in ten (12%) think it would be cheaper in the Pre-Christmas promotions in the run up to Christmas. A quarter (26%) expect the product to be around the same price in both periods.


How can retailers to improve their customers' Black Friday and Cyber Monday customer experience?

It's the simple things that really matter to consumers - good communication, feeling valued and providing an excellent user experience are some of the key themes identified. Watch our video to find out what you can do to improve your customers' Black Friday and Cyber Monday experience.

 

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Contact us

Lisa Hooker
UK Leader of Industry for Retail & Consumer
Tel: +44 (0)7802 882562
Email

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