Black Friday’s Shopping Frenzy: What UK Shoppers Really Want
As the Black‑Friday buzz builds, a surprising 35 % of UK consumers say they’re planning to spend less this holiday season than in past years. The latest EY UK Future Consumer Index – the 13th edition of a survey that’s been tracking 1,000 shoppers across the country – gives us a fresh look at the heat‑up.
Who’s Cutting Back and Who’s Still Rolling In
- Millennials (26‑41 yr) are the most cautious: 40 % will spend less, versus just 27 % of shoppers over 58.
- A lot of anxiety is on everyone’s mind – 87 % worried about essentials like energy, water, and heating.
- Under‑41‑olds feel the pinch most: 59 % fear rising interest rates; older shoppers are just 25 % concerned.
Where the Cash Is Going (or Not)
- Big‑ticket treats: 51 % will pull back on items like furniture or appliances.
- Fashion‑forward shoppers: 43 % will trim their clothing and footwear budgets.
- Cheers! 42 % are saving on alcohol.
- But there’s still money for smaller pleasures – 18 % plan to splurge on little indulgences.
Online vs In‑Store: The New Shopping Playbook
Modern shoppers are time‑savvy. While the high street is making a comeback, most folk – especially millennials – will research and shop online for holiday deals. The numbers speak: 64 % are hunting bargains on the internet, only 6 % think the boardwalk will do the trick.
- Millennials are the biggest online pushers: 28 % will shop more online this year compared with 16 % last year.
Experts’ Take
Silvia Rindone, EY UK&I Retail Lead shares a mix of caution and optimism:
“Customers are looking for value now; they’re researching before they buy. When it comes to the ‘golden shopping quarter,’ timing matters. Drop too early and people wait for bigger discounts, too late and you miss the window.”
“We see a split between younger and older shoppers. Inflation, rent, and mortgage costs are making millennials extra careful. Brands need to figure out how to win over this group.”
“Retailers get their game right by blending online and offline. Click‑and‑collect and in‑store returns are essential for a smashing festive season.”
Bottom Line
In short: Save smart, shop smart, and remember to smile when you finally snag that deal.
