EE tackles Black Friday Burnout with Digital Spa at Westfield White City store and Kate Nightingale tie up

EE is looking to take the stress out of the seasonal sales this year, following new research that found two fifths of Brits will experience ‘Black Friday Burnout’ over the coming week.

The EE Studio in Westfield London, White City, will host a dedicated shoppers’ sanctuary giving people in the capital a moment to relax and recharge in what is pitched as the UK’s first Digital Spa, while consumer psychologist and shopping expert, Kate Nightingale, helps bargain hunters across the country to find their calm on the biggest shopping day of the year.   

Research by EE reveals that 28 million people (53%) plan to bag a bargain this Black Friday, with 57% looking to spend up to ten hours looking for deals this week. It’s the younger generation who are particularly deal savvy with four fifths of Brits aged 25-34 planning to get involved. 

With 30% of Brits having already prepared their shopping list a week before, it’s clear the Black Friday hype is real.

Of the shoppers surveyed, one in five often stay up late or get up early to check for the best deals online, while a further fifth say they are tempted to take the day off work. This rises to four in ten and three in ten (32%) respectively for 25-34 year olds.

One in six Brits even admitted they'd go as far as missing a friend’s birthday to browse the sales. 

And it’s the thrill of a bargain that many are chasing with two in five getting a kick out of finding the best deals, and a fifth enjoying getting competitive with other shoppers for the best deals. 

26% plan to do most of their Christmas shopping during Black Friday, while a third (29%) even stock up on gifts for the year ahead.  

However, as exciting and rewarding as the seasonal sales can be, two fifths of shoppers admit that the in-store Black Friday shopping experience can feel stressful at times, with missing a deal almost as worrying as being late to a friend’s wedding (16%) or being told off at a parents evening (15%).  

When asked about the most taxing elements of seasonal sales, shoppers cited long queues (23%) and overcrowding in busy shops (22%) as some of those that most inhibit their Black Friday experience.  

The aforementioned Digital Spa features guided meditations and an immersive sensory room.

For those deal seekers outside of the capital, EE has teamed up with Kate Nightingale to create a guide to avoiding ‘Black Friday Burnout’.

Nightingale says: “Catching that perfect Black Friday deal not only releases dopamine, the reward neurotransmitter responsible for that lovely sense of pleasure, but also increases the sense of control, which is crucial to wellbeing and a feeling of safety.”

“The excitement of striking multiple bargains during Black Friday can actually cloud your judgement, and enhance product valuations, so it’s important to approach shopping mindfully. It’s wonderful to see EE inviting customers to slow down and find their inner voice, not just on Black Friday but throughout the year in its Digital Spa.”

Asif Aziz, Retail Director at EE, says: “We know how important Black Friday is to our customers and so we want to help make this easier. As part of our ambition to be the UK’s most personal, customer focused brand, we have designed the Digital Spa in our Studio store to give shoppers a moment to relax and recharge and get the most out of their shopping experience all year round.”

“Our research shows that shoppers prefer a relaxing environment and so we hope that together with Kate’s advice, we can help them to find their calm this Black Friday”.  

2023 RTIH INNOVATION AWARDS

EE is among the shortlisted companies at the 2023 RTIH Innovation Awards.

Alongside the likes of Cust2Mate and Zippin, it Is in the running for our Bricks and Mortar Innovation gong.

Our winners will be revealed at a fantastic awards ceremony, which will take place at the Barbican Centre in central London.

The event will be held on Wednesday, 29th November, maintaining its popular evening format, with a drinks reception in the stunning Conservatory, followed by a Christmas themed three course meal, and awards ceremony in the Garden Room.

To book your place at this must attend event, click here.