Black Friday now a fortnight not a single day as Experian and Reward research flags changing shopping habits
New research Experian and Reward shows that Black Friday has transformed from a single day into a season long shopping event, with Brits now favouring experiences, wellbeing, and value led purchases over traditional retail spending.
Analysis based on over 1.4 billion anonymised transactions across more than 4,000 retail brands reveals that Black Friday’s importance as a single day has decreased when compared to the broader trading window, which increased by more than 10% compared to 2023.
October and December also outperformed November in 2024 in terms of sales, signalling a shift in shopping habits. This trend is expected to carry into 2025, with shoppers embracing a more balanced, season-long approach to festive spending over single-day surges.
Spending habits are evolving, with consumers prioritising wellbeing and experiences, as well as turning to affordable and sustainable brands. Looking at spending analysis across the year domestic and international travel spend grew by 8.3% in Q4 2024 specifically and has continued to climb in 2025 (+3.1% year-to-date).
Alongside this evolution in spending habits, gym and fitness sign-ups have increased by 9.4% year-to-date, while health and beauty spend is up 2.2% year-to-date. Within this, nutrition sales have also risen by 5.6% year-to-date, highlighting continued consumer investment in wellness and self-care.
Meanwhile, value driven retail (+42% year-on-year), resale marketplace platforms (+21% year-on-year) and social shopping channels (+23.6% year-on-year) are thriving. This growth is particularly strong among the 65+ age group, who now account for 14% of total online spend, highlighting how people, and especially older demographics, are seeking value, sustainability and convenience.
When it comes to who is driving spending during Black Friday and the Golden Quarter, Experian Mosaic consumer classification reveals that mature homeowners, suburban families, younger renters, and budget conscious buyers were among the most active in the 2024 Black Friday period.
Colin Grieves, Managing Director of Experian Marketing Services, Experian UK&I, said: “Consumer habits are clearly evolving and in today’s economic climate those changes are difficult to predict.”
“Having access to accurate, comprehensive spending pattern insight, combined with smarter audience targeting, gives brands a much stronger chance of success. It ensures the right messages reach the right audiences across all channels, delivering value to both the brand and the consumer."
2025 RTIH INNOVATION AWARDS
Sustainability was a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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