Brits to avoid High St on Black Friday, Genesys

Eight in ten UK consumers plan to steer clear of the High Street on Black Friday this year, according to research by Genesys involving 1,000 people. 55% say they are giving it a miss as stores are too busy.

31% do not believe the price reductions are worth the trouble of battling the crowds. In fact, 16% say there are better deals to be had at other times of the year. 21% prefer to shop online on Black Friday.

“Shopping has become as much about the experience as the purchase – and during the holidays, that means speed is of the essence and convenience is king. Only 5% of respondents said a low standard of customer service is a reason to avoid physical stores, so it’s other aspects that put consumers off,” says Richard McCrossan, digital lead for Genesys.

“With an estimated 14 stores per day closing in the UK, retailers must meet consumers’ expectations for hassle-free experiences at every touchpoint – from making payments to finding answers to questions, to getting personalised, friendly service. It’s not just about the purchase – it’s about making the experience great.”

Sign up for our free retail technology newsletter here.