News • 29.11.2017

Tackling the Black Friday sales

Debenhams research reveals the amount of preparation customers make when Black Friday approaches

Photo: White Black Friday lettering on black board with red price tag;...
Source: panthermedia / Goir

New research from British retailer Debenhams reveals the amount of preparation and planning shoppers put into making sure they get the item they want on Black Friday. The survey, which saw 2,000 shoppers across the UK questioned on their plans, found that more than a third (34 percent) of shoppers plan to book the day off work or have already got the day off in order to tackle the Black Friday sales. Nearly half (44 percent) of men have, or are planning to, book the day off work compared to just a quarter (24 percent) of women.

When it comes to planning for the ‘big weekend’, one in ten (12 percent) admitted they started thinking about what they wanted to buy 4-7 days before. One in 20 (6 percent) take it a step further compiling their wish lists a month to six weeks in advance.

The demographics of Black Friday sales preparation

Women are more likely to create a plan of action for the sales – 8 percent of the women spoken to in the study said that they started to pull together a wish list one to three months before the sales. Men on the other hand prefer to wait until closer to the time – a fifth (21 percent) left it 1-5 days before, while 4 percent made a snap decision on the morning.

Around the country, Londoners plan the furthest ahead – they start thinking about what they want up to three months in advance (3 percent). In contrast, Yorkshire and Humber residents wait until the morning of the sales (9 percent) to snap up a bargain.

Setting the alarm for Black Friday

It seems that the early bird really does catch the worm when it comes to Black Friday – more than one in ten (14 percent) are planning to wake up at 6am to face the sales. A further 7 percent admit that they will be setting their alarm for 5am while 6 percent will be staying awake until midnight in order to bag a bargain. Shoppers in Sheffield and Southampton will be first up; they are planning to rise at 2.42am to scour the sales.

The majority of shoppers (23 percent) have given themselves a budget of £151-£250 during the Black Friday sales. Southampton shoppers have the biggest pot (£351-£400) followed by those in Leeds (£251-£300). More than a tenth (13 percent) are spending more than last year, while 74 percent have budgeted the same amount. Men are more likely to have increased their funds (15 percent) while women have reduced theirs (13 percent).

The main beneficiaries of the bargains are the people buying them (51 percent), followed by partners (39 percent) and children (34 percent). Men are most likely to shop for themselves (53 percent) compared to women (50 percent).

The top ten most purchased items

  • Personal technology
  • Toys for the kids
  • Coats
  • Beauty purchases
  • Boots
  • Designer clothes
  • Box sets and computer games
  • Handbags
  • Soft furnishings (curtains, bedding, cushions)
  • White goods

Richard Cristofoli, Managing Director of Beauty and Marketing at Debenhams, said: “Since arriving in the UK four years ago, Black Friday has become a formidable fixture in the country’s shopping calendar. Last year the event was the biggest day of trade in Debenhams’ 239 year history.”

Source: Debenhams

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