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BLACK FRIDAY IN THE UK: STATISTICS FOR 2023


BRITS PLAN TO SPEND AN ESTIMATED £3 BILLION IN THE 2023 BLACK FRIDAY AND CYBER
MONDAY SALES.

By

Liz Edwards

&

Sophie Barber

Updated

Nov 17, 2023
Fact checked

Navigate Research

In this guide

 * Black Friday statistics: Highlights
 * How much money is spent on Black Friday in the UK?
 * When is Black Friday in the UK?
 * Black Friday: expected spending by year
 * What is the average spend on Black Friday?
 * Gender differences in Black Friday spending
 * Black Friday spending by generation
 * Black Friday spending by region

Research

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Black Friday is fast approaching, and the shopping weekend is sure to cause a
rush of shoppers keen to get their hands on the best discounts and one-off
deals. In fact, Brits plan to spend an estimated £3 billion on Black Friday and
Cyber Monday purchases this year, according to our latest research. Find out the
latest Black Friday and Cyber Monday statistics and how they compare to the
previous 3 years.


BLACK FRIDAY STATISTICS: HIGHLIGHTS

 * Brits plan to spend an estimated £3 billion in the 2023 Black Friday and
   Cyber Monday sales.
 * Black Friday spending is expected to drop by £900 million in 2023, down 23%
   from a planned spend of £3.9 billion in 2022.
 * Half of UK adults (51%) plan to spend during the Black Friday weekend, which
   is around 26.9 million people, up from the 39% planning to spend in 2022.
 * The average spend per person on Black Friday 2023 is predicted to be £113,
   40% less than in 2022 and 59% less than in 2021.
 * 8 in 10 Brits from gen Z (79%) plan to spend in the Black Friday sales, with
   an estimated average spend of £176, 56% higher than the national average.
 * On average, men are planning to spend £31 more than women during Black Friday
   2023.
 * Londoners are expected to spend the most, with approximately 68% of residents
   planning to spend an average of £181 each.


HOW MUCH MONEY IS SPENT ON BLACK FRIDAY IN THE UK?

In 2023, it is predicted that Brits will spend a total of £3 billion while
shopping the Black Friday sales, £900 million less than the expected spend of
£3.9 billion in 2022. The average spend per person is estimated to be £113,
which has also dropped and is 40% lower than the average spend of £190 in 2022.


WHEN IS BLACK FRIDAY IN THE UK?

This year, Black Friday falls on 24 November 2023, but the deals will continue
throughout the weekend until Cyber Monday on 27 November 2023. Black Friday
falls on the final weekend of November and, in 2022, it happened on 25 November.


BLACK FRIDAY: EXPECTED SPENDING BY YEAR

In 2023, Black Friday spending in the UK is predicted to reach £3 billion, down
23% from a planned spend of £3.9 billion in 2022 and down 37% from a planned
spend of £4.8 billion in 2021.

Expected Black Friday spending has been decreasing every year in the UK since
2020, likely driven, in part, by the cost of living crisis and high inflation.
Brits are tightening their purse strings and spending less in the sales, as they
are more mindful of paying for essentials.

 * Graph
 * Table

Year
Total spend on Black Friday (£)
2019
£5.6 billion
2020
£6 billion
2021
£4.8 billion
2022
£3.9 billion
2023
£3 billion


WHAT IS THE AVERAGE SPEND ON BLACK FRIDAY?

According to Finder research, the average spend per person on the Black Friday
weekend in 2023 is estimated to be £113, down 40% from £190 in 2022 and down 59%
from £275 in 2021.

Although Brits are spending less on average, the number of people spending is
expected to increase, with half of UK adults planning to make at least one
purchase. This number was sitting at just 39% in 2022, and only a third of Brits
(33%) were planning to spend in 2021.

Therefore, while Brits are hoping to spend less overall this year, more of us
are still hoping to be thrifty and take advantage of the deals available during
the Black Friday sales weekend. Again, with costs so high at the moment, Brits
are clearly hoping to bag a bargain in the sales more than ever!

 * Graph
 * Table

Year
Average spend per person
% making a purchase
2019
£251.2
42%
2020
£295.67
39%
2021
£275
33%
2022
£189.59
39%
2023
£113.1
51%


GENDER DIFFERENCES IN BLACK FRIDAY SPENDING

As we’ve seen for the past 4 years, men are set to spend more than women during
the Black Friday weekend sales. It’s predicted that men will spend £129 on
average, while women will spend £98, a difference of £31.

The biggest difference in spending was seen in 2021 when men were planning to
spend around £335 each while women were planning to spend £145 less at £190 each
on average.

 * Graph
 * Table

2023
2022
2021
2020
2019
Average spend for men
£129
£205
£335
£349
£289
Average spend for women
£98
£174
£190
£243
£215


BLACK FRIDAY SPENDING BY GENERATION

Younger generations are far more likely to spend (and spend more) during the
Black Friday and Cyber Monday sales this year, while fewer members of the older
generations are planning to make a purchase.

8 in 10 members of generation Z (79%), who are aged 18-23, intend to make a
purchase during the sales and, on average, are expecting to spend a whopping
£176 each, 56% higher than the UK average.

On the other end of the spectrum, just 8% of the silent generation is planning
to make a purchase in the Black Friday sales, and the average spend is expected
to be just £27. This is less than a quarter of the planned spend for the average
Brit.

This difference may, in part, be due to younger generations having more access
to online shopping and are, therefore, more likely to be subjected to
advertising on the web and social media.

 * Graph
 * Table

Generation
Percentage spending
Average spend (£)
Gen Z
79%
£176
Millennials
70%
£155
Gen X
49%
£131
Baby boomers
32%
£60
Silent generation
8%
£27
UK average
51%
£113


BLACK FRIDAY SPENDING BY REGION

Londoners are planning to spend the most during the 2023 Black Friday weekend,
with 68% expected to make a purchase, spending an average of £181 each.

Two-thirds (66%) of those in Northern Ireland are also planning to spend during
the sales, followed by 57% of those in the West Midlands. Meanwhile, only 40% of
those in the East of England are planning to spend.

After Londoners, those in Wales will spend the most on average, with an
estimated spend of £150 per person. They are followed by West Midlanders, who
plan to spend around £146 each. Those in the South West are expecting to splash
the least cash, with an average estimated spend of £60.

Region
Average spend
Percentage spending
Greater London
181.33
67.68
Wales
149.74
55.32
West Midlands
145.99
56.57
Northern Ireland
143.58
66
North East
137.28
49.38
Scotland
117.22
46.71
North West
103.41
45
Yorkshire and the Humber
98.13
53.05
South East
93.01
46.93
East Midlands
84.56
45.89
East of England
71.96
39.68
South West
60.05
41.38

METHODOLOGY

 * We calculated these figures from a survey of 2,000 British adults
   commissioned by Finder UK and conducted by Censuswide from 29.09.23 to
   02.10.23.
 * Data from 2021 and 2022 was calculated from a survey of 2,000 British adults
   commissioned by Finder and conducted by Censuswide in each of those years.
 * Data from 2019 and 2020 was calculated from a survey of 2,000 British adults
   commissioned by Finder and conducted by OnePoll in each of those years.

 * BLACK FRIDAY 2022
   
   THE LATEST BLACK FRIDAY AND CYBER MONDAY STATISTICS
   
    * Brits plan to spend an estimated £3.95 billion on Black Friday and Cyber
      Monday purchases in 2022
    * In 2022, overall Black Friday spending is expected to drop by £850
      million, down 18% from last year
    * The average spend per person will also fall by 31% (£85) in 2022 to
      £189.59
    * The percentage of Brits shopping the sales in 2022 has risen to 39%, a 6%
      percentage point increase from 2021
    * In-store spending has fallen by 36% in 2022, with shoppers spending around
      £96 less on the high street than they did in 2021
   
   HOW MUCH IS SPENT ON BLACK FRIDAY?
   
   Finder research has revealed that Brits shopping the Black Friday and Cyber
   Monday sales in 2022 will spend an average of £189.59 each. This is a 31%
   (£85) reduction from last year’s figure, where shoppers planned to spend £275
   on average. This indicates that many Brits are making a real effort to rein
   in their spending this year as the cost of living crisis bites.
   
   Overall, Black Friday and Cyber Monday spending in the UK will decrease from
   £6 billion in 2020 and £4.8 billion in 2021 to just £3.95 billion in 2022.
   With Brits opting to spend significantly less on the Black Friday and Cyber
   Monday deals this year, spending across the UK is expected to drop by more
   than £850 million (18%).
   
   MORE BRITS ARE PLANNING TO SHOP THE SALES THIS YEAR DESPITE REDUCED SPENDING
   
   Despite a reduction in overall spend, the number of Brits who plan to shop in
   the Black Friday and Cyber Monday sales has actually risen by 6% from last
   year, increasing from 33% in 2021 to 39% in 2022. This spike could be
   attributed to more people looking to save some extra money ahead of the
   holidays, with the cost of living crisis quickly taking its toll on the
   British public.
   
   THE MOST POPULAR BLACK FRIDAY SALES ITEMS IN 2022
   
   The most popular products among Brits shopping in the sales this year are set
   to be small kitchen appliances, with 22% of shoppers planning to purchase an
   item within this category. This was closely followed by gaming consoles or
   devices (20%) and home decorations (20%). The least popular products this
   year are floorcare appliances, such as vacuums or carpet cleaners, with only
   9% of shoppers looking to purchase an item in this category.
   
   BLACK FRIDAY ONLINE VS IN-STORE
   
   In 2022, 46% of Black Friday and Cyber Monday shoppers intend to make their
   purchases online only, while 10% will solely shop in-store. Despite this, the
   average spend of those shopping in-store will actually be higher than those
   online, with in-store shopping set to reach approximately £174 per person,
   compared to £167 per person online.
   
   In-store spending has dropped significantly this year compared to last, with
   the average shopper spending around £96 less. This represents a 36% decrease
   from 2021, where the average in-store shopper was expected to spend around
   £270 each. Online-only shoppers have also reduced their spending this year by
   19%, with the average online shopper spending around £40 less online than
   they would have in 2021 (£207).
   
   GENDER DIFFERENCES IN BLACK FRIDAY SPENDING
   
   Continuing the trend seen over the past 3 years, men are set to spend more
   than women during the Black Friday and Cyber Monday sales this year.
   Specifically, men will spend £205 on average, while women will be spending
   around £174. Men have shown the steepest drop in their Black Friday budget
   over the last year. In 2021, men spent an average of £335 in the Black Friday
   sales, but this has reduced by 39% in 2022. Women only experienced a slight
   drop in their spending budgets this year – just 8% less than 2021’s intended
   spend of £190.
   
   THE MOST POPULAR BLACK FRIDAY SALES ITEMS BY GENDER
   
   Over a quarter (26%) of males shopping in the Black Friday and Cyber Monday
   sales are planning to purchase gaming consoles or devices, making this the
   most popular product category for men. The most popular option for females
   shopping in the sales is set to be home decorations, with 24% of women
   planning to purchase items in this category.
   
   WHICH GENERATIONS ARE MORE LIKELY TO SHOP THE SALES?
   
   Generation Z has the biggest proportion of their population taking part in
   Black Friday and Cyber Monday, with 65% planning to spend in the sales this
   year. 51% of millennials also said they will be shopping for deals. Following
   these were generation X (35%) and baby boomers (24%). Only 8% of the silent
   generation is looking to spend in the sales this year, making this the lowest
   proportion of Black Friday spenders.
   
   WHICH GENERATIONS WILL SPEND THE MOST THIS BLACK FRIDAY?
   
   Generation X is planning to spend the most on average (£217); however, this
   is still a 36% decrease from 2021. Millennials were just behind, with
   shoppers reducing their average spending by 33% to £209. Baby boomers follow
   with a budget of £168 in 2022, 38% less than their average spend in 2021
   (£271).
   
   Those from generation Z had the smallest reduction in their spending, cutting
   back from £175 in 2021 to £149 in 2022. The silent generation has cut back on
   their Black Friday spending more than any other generation, spending 41% less
   in 2022 (£97) than they did in 2021 (£163).
   
   HOW ARE DIFFERENT GENERATIONS PLANNING TO SHOP IN THE BLACK FRIDAY SALES?
   
   Interestingly, generation X (53%) and baby boomers (53%) are more likely to
   shop only online than any other generation. Generation Z was the least likely
   to shop online only, with only 34% opting to use this method. Generation Z
   was also the most likely to shop in-store only (16%), closely followed by the
   silent generation (14%).
   
   THE REGIONS WITH THE MOST BLACK FRIDAY SHOPPERS IN 2022
   
   Residents in Northern Ireland are most likely to take part in Black Friday
   shopping, with 53% saying they will spend this year. London is the next most
   likely at 51%, followed by the East Midlands (45%), North East (44%) and the
   West Midlands (39%). The regions least likely to take part were the East of
   England and the South West, where only 33% say they will do some Black Friday
   or Cyber Monday shopping.
   
   WHICH REGIONS OF THE UK WILL SPEND THE MOST THIS BLACK FRIDAY?
   
   The Scottish are expected to spend the most in the Black Friday and Cyber
   Monday sales in 2022, with each shopper spending £257 on average. The next
   biggest total spenders are those in the East Midlands (£225), followed by
   London (£206) and Yorkshire and the Humber (£204). Those in the North East
   are expected to spend just £143 per person, making it the region likely to
   spend the least over the Black Friday weekend.
   
   IN-STORE VS ONLINE SPENDING IN DIFFERENT REGIONS THIS BLACK FRIDAY
   
   Londoners are the most likely to still be shopping on the high street this
   Black Friday, with 62% planning to either shop in-store only or use a hybrid
   method of in-store and online shopping. This was closely followed by
   Yorkshire and the Humber (57%) and the West Midlands (55%).
   
   Those in the East of England are the least likely to be shopping on the high
   street in 2022, with 57% planning to shop only online this Black Friday.
   Wales was close behind, with 56% of residents choosing to shop only online.
   
   IS THE HYPE AROUND BLACK FRIDAY STARTING EARLIER EACH YEAR?
   
   WHEN DO PEOPLE START SEARCHING FOR BLACK FRIDAY SALES?
   
   Results from an analysis of Google Trends data show that search interest in
   Black Friday sales is starting earlier each year, which could indicate that
   retailers have been kicking off their Black Friday sale events earlier in a
   bid to entice early-bird consumers each year.
   
   Back in 2014, search interest in the term “Black Friday” started to rise 7
   weeks before the actual date of Black Friday in November. This year, search
   interest in the term had already started 12 weeks before Black Friday.
   
   METHODOLOGY
   
    * We calculated these figures from a survey of 2,000 British adults
      commissioned by Finder UK and conducted by Census Wide in October 2021.
    * Data from 2020 and 2019 was calculated from a survey of 2,000 British
      adults commissioned by Finder and conducted by OnePoll in each of those
      years.
    * Search interest data was collected from Google Trends.

 * BLACK FRIDAY 2021
   
   ARE BRITS PLANNING TO SPEND?
   
   The number of Brits who plan to spend in the Black Friday and Cyber Monday
   sales has dropped 6% from last year. In 2019, 42% of adults planned to take
   part in the Black Friday sales, while in 2020, this figure dropped to 39%. In
   2021, only 33% of adults are planning to spend in the Black Friday sales.
   This downward trend can be attributed to the financial strains caused by the
   COVID-19 pandemic.
   
   HOW MUCH WILL WE SPEND?
   
   Finder research has revealed that Brits will spend £275 on average this year.
   This is 7% (£20) less than last year’s figure, where shoppers planned to
   spend £295 on average during the sales. This means the total Black Friday and
   Cyber Monday spending in the UK will decrease from £5.6 billion in 2019 and
   £6 billion in 2020 to £4.8 billion in 2021. With fewer Brits making the most
   out of the Black Friday and Cyber Monday deals this year, spending across the
   UK is expected to drop by £1.2 billion.
   
   GENDER DIFFERENCES
   
   WHICH GENDER IS MORE LIKELY TO SPEND ON BLACK FRIDAY?
   
   There seems to be a “slight” difference between the spending by gender, with
   37% of men compared to 30% of women saying they will spend on Black Friday
   and Cyber Monday.
   
   HOW MUCH IS EACH GENDER PLANNING TO SPEND?
   
   Continuing the trend seen over the past 3 years, men are set to spend more
   than women during the Black Friday and Cyber Monday sales this year.
   Specifically, men will spend £335 on average, while women will spend £190.
   Women have shown the steepest drop in their Black Friday budget. In 2020,
   women spent an average of £243 in the Black Friday sales, but this has now
   reduced by 22%. Men have also experienced a slight drop in spending budgets
   this year, with £335 being 4% less than 2020’s intended spend of £349.
   
   HOW DOES EACH GENDER INTEND TO SHOP?
   
   There is very little difference between how men and women will shop this
   Black Friday, with 44% of both men and women saying they will shop online
   only. A small difference can be seen where women (42%) are more likely to
   have a hybrid shopping method with online and in-store compared to men (40%).
   The difference in in-person shopping swings towards men, with 16% saying they
   will shop in-store compared to 14% of women.
   
   GENERATIONAL DIFFERENCES
   
   WHICH GENERATION IS MORE LIKELY TO SPEND ON BLACK FRIDAY?
   
   Generation Z has the biggest proportion of their population taking part in
   Black Friday and Cyber Monday, with 54% planning to spend. 48% of millennials
   also say they will shop for deals. Following these are generation X (35%) and
   baby boomers (15%). Only 11% of the silent generation are looking to spend,
   making this the lowest proportion of Black Friday spenders.
   
   HOW MUCH IS EACH GENERATION PLANNING TO SPEND?
   
   Generation X is planning to spend the most on average (£339), a 12% increase
   from 2020 and a 30% increase from 2019. Baby boomers are hot on their tracks,
   with shoppers planning to increase their average spending by 23% to £310.
   Millennials follow with a budget of £271, 27% less than their average spend
   from 2020. Those from generation Z will be spending 35% more than last year,
   the largest increase of all generations, with a budget of £175. On the other
   end of the spectrum, the silent generation has seen the largest drop in their
   Black Friday spend. Those in this generation will be spending an average of
   £163 in the sales, 28% less than in 2020.
   
   HOW ARE GENERATIONS PLANNING TO SHOP?
   
   Interestingly, the silent generation (67%) and baby boomers (66%) are more
   likely to shop only online. This could be from a sustained apprehension over
   the transmission of COVID-19. Generation Z (40%) and millennials (37%) are
   the least likely to solely shop online, with these generations choosing the
   “online and in-store” option at (43%) and (48%) respectively.
   
   REGIONAL DIFFERENCES
   
   WHICH REGION IS MORE LIKELY TO SPEND ON BLACK FRIDAY?
   
   Residents in London are most likely to take part in Black Friday shopping,
   with 46% saying they will spend. Northern Ireland is the next most likely at
   42%, followed by the West Midlands (38%), Scotland (31%) and the East of
   England (32%). The region least likely to take part is Wales, where only 24%
   say they will do some Black Friday or Cyber Monday shopping.
   
   HOW MUCH WILL EACH REGION SPEND ON BLACK FRIDAY?
   
   Londoners are expected to spend the most on Black Friday and Cyber Monday
   sales in 2021, spending £468, 11% more than in 2020 and 25% more than in
   2019. The next biggest total spenders are those in Wales (£338), followed by
   Scotland (£292) and Yorkshire and the Humber (£224).
   
   Those in the East of England are expected to spend £130 per person (just over
   50% less than in 2020), making it the region to spend the least over the
   Black Friday weekend.
   
   IS THE HYPE AROUND BLACK FRIDAY STARTING EARLIER EACH YEAR?
   
   WHEN DO PEOPLE START SEARCHING FOR BLACK FRIDAY SALES?
   
   Results from an analysis of Google Trends data show that search interest in
   Black Friday sales is starting earlier each year, which could indicate that
   retailers have been kicking off their Black Friday sale events earlier in a
   bid to entice early-bird consumers each year.
   
   Back in 2014, search interest in the term “Black Friday” started to rise 7
   weeks before the actual date of Black Friday in November. This year, search
   interest in the term had already started 12 weeks before Black Friday.
   
   METHODOLOGY
   
    * We calculated these figures from a survey of 2,000 British adults
      commissioned by Finder UK and conducted by Census Wide in October 2021.
    * Data from 2020 and 2019 was calculated from a survey of 2,000 British
      adults commissioned by Finder and conducted by OnePoll in each of those
      years.
    * Search interest data was collected from Google Trends.

FOR ALL MEDIA ENQUIRIES, PLEASE CONTACT

Matt Mckenna
UK communications manager
T: +44 20 8191 8806


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by Liz Edwards 17 Nov 2023


AMAZON PRIME FREE TRIAL DECEMBER 2023

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Find out about Amazon’s 30-day free trial of Prime. Get free delivery, exclusive
deals and access to Prime Video.

Read more…
by Georgia-Rose Johnson 07 Oct 2023


BUY NOW, PAY LATER REGULATION COULD BE SHELVED

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Highlights","anchorName":"#black-friday-statistics-highlights"},{"label":"How
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expected spending by
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the average spend on Black
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generation","anchorName":"#black-friday-spending-by-generation"},{"label":"Black
Friday spending by region","anchorName":"#black-friday-spending-by-region"}]}

Report suggests buy now, pay later regulation could be ditched

Read more…
by Ben Sharpe 17 Jul 2023
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LIZ EDWARDS

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Liz Edwards has been a consumer writer and editor for more than 20 years. She
led award-winning teams at the campaigning publisher Which?, and has covered a
range of consumer rights and personal finance topics including pensions, credit,
banking and insurance. Liz has appeared frequently in national media such as The
Sun, Metro, HuffPost and The Independent. She loves to cut through waffle to
give consumers the real lowdown. And she loves puns.

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