UK consumers set to spend £6.4bn this Black Friday – PwC UK

• Black Friday spending in the UK is set to reach £6.4bn, 1.5% higher than last year 

• Interest in Black Friday falls to 46% from 53% of shoppers last year, but 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

• Four out of every five pounds will be spent online, either for home delivery or click & collect, with younger shoppers most likely to physically spend on the high street

Black Friday spending in the UK is set to reach £6.4bn this year, primarily driven by consumers looking for electricals, technology and fashion deals for themselves, according to new analysis from PwC UK.

The slight uplift in spend expected, up 1.5% compared to last year’s total of £6.3bn, comes despite interest in Black Friday falling back to 2023 levels, when it was depressed by the cost-of-living crisis. This year, 46% of people say they are interested in securing discount items compared to 53% last year and 44% in 2023. In recent years, the promotional event has polarised the population, with interest in Black Friday settling around the 50% mark.

Despite fewer people being interested this year, average spend on Black Friday is expected to rise to £262 per person, up 13% from £232 per person in 2024 which is the highest per capita spending level since before the pandemic. However, the total expenditure of £6.4bn is some way off the record £7.9bn spent in 2019.

For those not interested in Black Friday, the primary reason was not having anything they need or want (42%) with only a minority doing so for financial reasons - 18% say they are cutting back on spending, 15% say they don’t have enough money and 9% are saving money to spend on Christmas instead or avoiding the temptation of sales. Despite the timing of Black Friday two days after the Chancellor’s Budget, concerns about the fiscal event are only cited by 7% of those not interested in the event.

What consumers plan to buy

This year, more than two-thirds (68%) of shoppers say they will be making a Black Friday purchase for themselves, driven by a higher number of men (74%) looking to treat themselves to a bargain. Women are more likely to be buying for their family (65%) than themselves (62%).

The research reveals the top consumer spending categories are technology (48%), fashion (38%), Christmas stocking fillers (28%) and health & beauty (28%).

Men are forecast to spend more money this Black Friday with spend per person due to reach £309, an increase of 17% compared to last year and 43% higher than women. More than half of men (58%) are looking to pick up a tech or electronic item, with fashion (40%) and Christmas stocking fillers (23%) the next most popular items.

As for female shoppers, they are expected to spend £216 per person, up 10% compared to last year (£197). Tech purchases (39%) also top women's priorities just pipping fashion and health & beauty (36% for both) with Christmas sticking fillers (33%) following.

Black Friday shopping remains predominantly online

As seen in previous years, the majority of Black Friday shopping will be done online with just over two-thirds of spending taking place online for delivery, with 12% ordered online for click-and-collect. The remaining 20% of Black Friday spending will take place in store. The research shows that younger shoppers prefer to shop in person compared to other age groups, with 18 to 24 year olds (24%) and 25 to 34 year olds (25%) both registering higher scores than the average across all age groups.

 
Jacqueline Windsor, Head of Retail at PwC UK, said: 

“Black Friday 2025 arrives at a pivotal moment for UK retail. After a year of fluctuating consumer sentiment and unpredictable trading conditions, retailers are entering the festive season with cautious optimism. Our analysis shows that while overall interest in Black Friday has softened, particularly among middle-aged consumers, spending per head is set to rise, driven by younger shoppers and men purchasing tech items and fashion for themselves. This reflects a broader shift in consumer behaviour: Black Friday is increasingly about personal purchases rather than gifting and remains predominantly an online event. 

“Retail has had to navigate rising input costs, higher labour expenses, and business rate increases, all while responding to changing consumer priorities. In this context, Black Friday is no longer just a promotional event, it’s a tactical opportunity. Few retailers choose not to participate at all, while most tailor their approach by channel, product category or promotional depth. The most resilient players are those who ‘play’ Black Friday defensively - protecting margins through selective discounting and signalling value to consumers without compromising profitability.

“Ultimately, the success of Black Friday will depend on how well retailers balance short-term gains with long-term brand and margin protection. With the Christmas trading window narrowing, and Black Friday stretching earlier and later each year, the challenge is not just to capture spend, but to do so sustainably. Retailers who understand the nuances of consumer behaviour and adapt their strategies accordingly will be best placed to thrive in this dynamic environment.”

-Ends-

Notes to Editors: 

The research is based on a nationally representative survey of 2,000 adults conducted between 31st Oct – 4th November 2025.