Online shopping habits show resilience as Brits plan around Black Friday  

Someone using a smartphone next to a Black Friday sale poster.

Online shopping habits show resilience as Brits plan around Black Friday   Duncan is an award-winning editor with more than 20 years experience in journalism. Having launched his tech journalism career as editor of Arabian Computer News in Dubai, he has since edited an array of tech and digital marketing publications, including Computer Business Review, TechWeekEurope, Figaro Digital, Digit and Marketing Gazette.

74% of UK shoppers said they are likely to shop online on or around Black Friday this year, a rise from 63% in 2021, according to a survey from commerce media company Criteo.

While speculation about the sheer scale of this year’s Black Friday compared to previous years remains, it seems Black Friday will play an important role for consumers. 

In fact, roughly a third (32%) of UK shoppers say they ‘always’ shop online on or around Black Friday each year. The resilience of in-store shopping attests to this, with the number who said they were likely to shop in-store remaining steady at 40% compared to 41% one year ago. 

Of the consumers who will make a purchase on Black Friday, 88% are thinking about the deals they will purchase already, with just 12% making ‘on the day’ decisions. 

Sam Benkel, MD of retail media, Criteo, said: “UK consumers are understandably eager to find out exactly what Black Friday has in store this year, but it does appear ‘Cyber Month’ will continue to steal its thunder. It’s encouraging for brands and retailers that consumers will shop the sales as they come, across a longer period of time. Accordingly, some are now offering price guarantees to help shoppers buy with confidence when they are ready. We might not see the sensational growth figures associated with Black Friday itself, but the overall opportunity remains an essential part of the retail calendar.” 

Winning new customers 

82% of UK shoppers say they are open to purchasing from an online store they don’t usually purchase from. ‘Great deals’ top the list of motivations at 65% vs 53% in 2021, which perhaps reflects the economic pressure households are facing this winter. 

Interestingly just 10% of consumers say sustainable products and the brands values are aspects that would make them try a new online store on Black Friday this year.  

And how to keep them 

However, when asked what qualities would make them return to a brand or retailer they discovered on Black Friday, 17% said the brand values and 18% said sustainable products, proving that longer-term commercial success still hinges on an ethical and considerate approach.  

Most importantly, retailers must deliver a great customer experience, which would sway 50% of customers to return. A great purchasing experience (48%) and fast shipping (43%) are integral to this. 

Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.

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