Brits will avoid physical stores on Black Friday

74% of UK consumers won’t be venturing to the High Street for Black Friday offers, according to a study from Genesys.

Genesys commissioned Vitreous World to conduct online surveys in five countries, covering 4,005 adult consumers. Other key findings include: 30% of UK shoppers cite crowded stores as the biggest reason for avoiding Black Friday events, and, whilst many see online as being more convenient, 85% base their purchasing decisions on how well a retailer deals with customer service issues.

Also of interest: Wednesday marks the start of Black Friday, eBay says

“During this heightened shopping season, consumers not only look for the best possible deals, but increasingly base their purchasing decisions on how well businesses respond to issues, such as making returns and requesting technical support,” says Mark Armstrong, Vice President for UK and Ireland at Genesys.

“Therefore, it is important that regardless of the sales channel, whether in-store or online, brands provide positive experiences and have the means to effectively communicate with customers to solve queries or complaints.”