81% of Brits think they can find good sales and promotions all year round, suggesting that Black Friday is no longer a standalone retail event for UK consumers, according the new research from the7stars.
The results show that 2 in 5 (41%) UK consumers think it’s a US tradition that has no place in the UK, and that only 13% claim to do their Christmas shopping on Black Friday.
Meanwhile, 47% admit that they get lost in the sea of sales and promotions and often don’t know where to start, alluding to the overwhelming and off-putting nature of the event.
However, Black Friday was found to be more accepted amongst younger audiences, with 35% of 18-24s claiming to hold off buying things until the event compared to only 5% of the 65+ age group.
Although, the findings also show that younger generations still remain sceptical of Black Friday deals, with 18% of 25-35s believing that if an item is reduced then it’s not worth buying in the first place.
“Black Friday is often referred to as the biggest shopping day of the year, but it’s clear from our research that sentiment is changing and the ‘magic’ of previous years is really starting to wear off,” said Frances Revel of the7stars.
“Instead of being seen as a one-off chance to find lots of amazing deals, the Black Friday marketing period is now considered confusing to consumers; a largely American tradition that makes little sense here in the UK, and a practice that is encouraging already troubled retailers here to engage in a ‘race to the bottom’.
“In an insecure political climate, with the value of the £ fairly volatile, this might be the first year we see the tides begin turn on Black Friday from both a shopper and retailer perspective.”
