Online shopping habits show resilience as Brits plan ahead of Black Friday

Duncan is an award-winning editor with more than 20 years of experience in journalism. Having started his career in tech journalism as editor of Arabian Computer News in Dubai, he has since edited a number of technology and digital marketing publications, including Computer Business Review, TechWeekEurope, Figaro Digital, Digit and Marketing Gazette.

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According to a survey by commercial media company Criteo, 74% of UK shoppers said they were likely to shop online on or around Black Friday this year, up from 63% in 2021.

While speculation remains as to the scale of this year’s Black Friday compared to past years, it appears that Black Friday will play an important role for consumers.

In fact, around a third (32%) of UK shoppers say they ‘always’ shop online on or around Black Friday each year. The resilience of in-store shopping is a testament to that, with the number of those who said they were likely to shop in-store holding steady at 40%, up from 41% a year ago.

Of the consumers who will be shopping on Black Friday, 88% are already thinking about the deals they will be shopping for, and only 12% are making “same day” decisions.

Sam Benkel, Criteo’s retail media MD, said: “It’s clear that UK consumers are keen to find out what’s in store for Black Friday this year, but it looks like Cybermoon will continue to steal its thunder. It’s encouraging for brands and retailers that consumers will buy sales as they come in over a longer period of time. Accordingly, some now offer price guarantees to help buyers buy with confidence when they’re ready. We may not see the sensational growth numbers associated with Black Friday itself, but the overall opportunity remains an important part of the retail calendar.”

Winning new customers

82% of UK shoppers say they are willing to shop at an online store they wouldn’t normally shop at. “Great deals” top the list of motivations with 65% versus 53% in 2021, perhaps reflecting the economic pressures facing households this winter.

Interestingly, only 10% of consumers say that sustainable products and brand values ​​are aspects that would make them try a new online store on Black Friday this year.

And how to save them

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

Most importantly, retailers must provide an excellent customer experience that would make 50% of customers return. An excellent shopping experience (48%) and fast delivery (43%) are integral parts of this.

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tags: Black Friday, electronic commerce, online stores