Nearly half of consumers in NI sent to splurge during Black Friday weekend– PwC UK

• 46% of consumers in Northern Ireland are set to spend over Black Friday

• Black Friday spending in the UK is set to reach £6.4bn - those participating will spend £262 per head, 13% more than in 2024

• Men are set to increase their spending by 17% and will spend 43% more than women

New research from PwC UK shows that 46% of consumers in Northern Ireland are planning to spend during this year's Black Friday weekend, with shoppers split between committed buyers and deal-seekers. 

The data reveals that 15% of consumers are certain they will make purchases during the shopping event, while 31% are taking a wait-and-see approach, expressing interest but planning to evaluate offers before committing to buy. However, a significant portion of consumers (44%) indicated they will not participate in Black Friday shopping this year, despite having made purchases during previous Black Friday sales periods.

Consumer interest has shown a slight decline compared to the previous year, with 46% planning to spend this year versus 49% in 2024, representing a three percentage point decrease year-over-year.

The UK wide spending picture

Black Friday spending in the UK is forecast to reach £6.4bn this year, up 1.5% from 2024's £6.3bn, despite consumer interest falling to 46% compared to 53% last year, according to new PwC UK analysis. The average spend per person is expected to rise 13% to £262 - the highest level since before the pandemic, with technology (48%), fashion (38%), and Christmas stocking fillers (28%) driving purchases. 

Two-thirds (68%) of shoppers plan to buy for themselves, with men significantly more likely to self-purchase at 74% compared to 62% of women. Male shoppers are forecast to spend £309 per person, representing a 17% year-on-year increase, while women are expected to spend £216, up 10% from last year.

The research reveals that for those not participating in Black Friday, the primary reason is simply not having anything they need or want (42%), with only 18% citing financial cutbacks.  

Shopping preferences show clear gender differences, with technology leading male purchases at 58%, while female shoppers are more evenly split between tech (39%) and fashion or health & beauty items (36% each). The findings suggest Black Friday continues to polarise consumers, with interest settling around 50%, but those who do participate are spending significantly more, driving overall market growth.

Aine O'Hare, Northern Ireland Tax Partner at PwC UK, comments:

"Black Friday continues to divide consumer sentiment, with our research consistently showing that even those who initially resist can be swayed by compelling offers, particularly on high-value items. This year's slight decline in declared interest doesn't necessarily translate to reduced spending, as we're seeing those who do participate invest more per transaction.

"Northern Ireland is particularly well-positioned this Black Friday, with Belfast City Centre's exciting new retail landscape offering consumers fresh shopping experiences. This enhanced retail environment, combined with attractive deals, should drive both footfall and spending as shoppers return to the high street for that tactile, in-person shopping experience that online simply can't replicate."