Brits ready to splurge on Black Friday 2022 despite cost-of-living crisis

60% of Brits will make the most of the 2022 Black Friday sales, with the average shopper set to spend £282.89, according to research from Emarsys.

Amidst cost-of-living concerns and in the run-up to Christmas, the study of 2,000 consumers suggests that 79% will not decrease their spending, instead opting to spend the same or increase their spending – with a third stating that there is “no minimum discount” required for them to buy a product in the sales.

Of those splashing the cash this Black Friday, both online and in store shopping will take place - with 53% saying they’ll shop online, 29% saying they’ll shop in-store and the remaining 28% unsure of whether their shopping will take place in person, online or a mixture of both.

When it comes to what shoppers are searching for, the research reveals that 11% will be looking for electronics and devices, 9% for fashion and apparel, 8% for video games and 7% for food and groceries, toys and games, household and kitchen items and beauty products respectively.

When asked what will influence their purchasing decision, consumers said the following matter: size of the deals (27%), free/low cost deliveries (25%), early sight of deals (18%), confidence in the brand (18%), good returns policies (16%) and personalised deals tailored to products I want (12%).

Other things impacting decisions include deals for sustainable products (10%), first access or insider deals (10%) and pick up points in store (9%).

35% think that Black Friday deals are often overrated, and as a result will be carefully looking for the very best deals and the right products for them; 54% would need a discount of more than 25% to convince them to make a purchase they weren’t planning to otherwise.

Meghann York, Global Head of Product Marketing & Solution Management at Emarsys, says: “Consumers in 2022 are more patient, analytical, and discerning than ever before – they expect to be, and are in control of their purchasing power.”

“Customers are having to do more with less, so they know how to maximise value for themselves - navigating deals and brands with greater speed and precision and are less likely to pull the trigger on impulse buys.”

York adds: “There are so many factors influencing customer purchasing decisions this Black Friday, the retailers that will win are those that have listened in the run up and ensured they are meaningfully communicating with shoppers as individuals.”

“To avoid getting lost in the Black Friday background, brands must be able to engage with customers everywhere they go, no matter the channel, and personalise interactions across the board.”

“By engaging anywhere, and personalising everywhere, you can be the brand that defines Black Friday for consumers that are truly loyal to what your brand stands for.”