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Black Friday in United Kingdom (UK) 2019 – Consumer Dynamics and Spending Habits

The Black Friday in the UK – 2019 report forms part of GlobalData’s Retail Occasions series, and offers a comprehensive insight into the consumer dynamics and spending habits of UK consumers for Black Friday The report analyses the market, the major players, the main trends, and consumer attitudes.

Scope

– Shoppers squeezed more of their Christmas spend into the Black Friday period in 2019, with overall participation 3.1ppts higher than 2018.

– Although purchases of electricals & technology products continue to dominate Black Friday spend – particularly driven by the success of Amazon and its Hero products – penetration in this category fell 4.0ppts on last year.

– Retailer penetrations for the fashion and beauty category – second only in size to electricals and technology over the Black Friday period – vividly demonstrate the growing importance of an intuitive and attractive mobile presence for players in the market.

Reasons to buy

– Use our in-depth consumer insight to discover what consumers are purchasing during the Black Friday period and whether shoppers are waiting to the official day to make purchases in case of further discounting later during the period.

– Understand who consumers are purchasing for and how much they are spending so marketing can be geared to the right audience.

– Examine the reasons why consumers are going to certain retailers for particular products to ascertain where retailers can steal share and maximise sales potential.

– Recognise the discounts consumers are expecting from retailers to ensure promotional activity appeals to shoppers, and find out what can be improved on during the Black Friday period.

Companies mentioned

Adidas

Aldi

Amazon

AO

Apple/iTunes/The App Store

Argos

ASDA

ASOS

B&M

B&Q

Boots

Card Factory

CeX

Clarks

Co-op

Debenhams

Dell

Disney Store

Dixons Carphone

Dreams

Dunelm

Dwell

Evans Cycles

Farmfoods

Feelunique.com

Funky Pigeon

Furniture Village

GAME

Go Outdoors

H Samuel

H&M

Halfords/Cycle Republic

Harvey Nichols

HMV

Home Bargains

Homebase

Iceland

IKEA

JD

JD Sports

JD Williams/Jacamo/Simply Be

Jessops

John Lewis & Partners

Laithwaites

Lidl

Littlewoods

M&S

Marks & Spencer

Matalan

Microsoft/Xbox Live/Xbox Video

Moonpig.com

Morrisons

New Look

Next

Nike

North Face

Notonthehighstreet.com

Oak Furniture Land

Pandora

Partners

Peacocks

Pets at Home

Pets Corner

Poundland

Primark

River Island

Robert Dyas

Sainsbury’s

Scribbler

SCS

Smyths Toys

Sports Direct

Superdrug

Tapi

Tesco

The Body Shop

The Perfume Shop

The Range

The Works

TK Maxx

Topshop

Very.co.uk

Virgin Wines

Waitrose & Partners

Waterstones

WH Smith

Wilko

Zara

Table of Contents

Table of Contents

THE KEY FINDINGS

The Key Findings

Black Friday participation continues to rise as shoppers bring forward Christmas spend

Black Friday is widening its attraction to less exposed divisions of retail – especially for older shoppers

Fashion operators need to ensure that their mobile proposition is attractive and easy to use to gain traction

Trend insight – stores

Trend insight – social media

Trend insight – online

Trend insight – anti Black Friday

CONSUMER ATTITUDES

Key findings

Black Friday participation

Barriers to purchase

Financial wellbeing

Black Friday spending

Financing spending

Purchasing dates

Impact of timing

Impact of payday

Impact on Christmas spend

Purchasing recipients

Research

Retailer promotions

Consumer attitudes to deals

Percentage of online spend

Consumer preferences

Consumer expectations

Black Friday statements

Retailer ratings – grocers

Retailer ratings – non-food retailers

ELECTRICALS & TECHNOLOGY

Key findings

Retailer selection

Channel usage

Store type usage

Device usage

Fulfilment

Spending

Retailer used

Buying dynamics

Amazon electricals

FASHION & BEAUTY

Key findings

Retailer selection

Channel usage

Store type usage

Device usage

Fulfilment

Spending

Retailer used

Buying dynamics

Fashion & Beauty statements

ENTERTAINMENT & LEISURE

Key findings

Retailer selection

Channel usage

Store type usage

Device usage

Fulfilment

Spending

Consumer attitudes

Retailer used

Buying dynamics

HOMEWARES, FURNITURE & DIY

Key findings

Retailer selection

Channel usage

Store type usage

Device usage

Fulfilment

Spending

Retailer used

Buying dynamics

Consumer attitudes

SPECIALTY FOOD & DRINK

Key findings

Retailer used

Retailer selection

Channel usage

Store type usage

Device usage

Fulfilment

Spending

Retailer used

Buying dynamics

MISCELLANEOUS PRODUCTS

Key findings

Retailer selection

Channel usage

Store type usage

Device usage

Fulfilment

Spending

Retailer used

Buying dynamics

METHODOLOGY

Technical details: consumer survey work

List of Tables

List of Tables

Retailer ratings across key measures – grocers, 2019

Retailer ratings across key measures – non-food retailers, 2019

Retailers used – Electricals & technology ppt change 2018 to 2019

Products purchased Audio visual, 2018 & 2019

Retailers used Audio visual, 2018 & 2019

Products purchased Computers & tablets, 2018 & 2019

Retailers used Computers & tablets, 2018 & 2019

Products purchased Gaming hardware, 2018 & 2019

Retailers used Gaming hardware, 2018 & 2019

Products purchased Home appliances, 2018 & 2019

Retailers used Home appliances, 2018 & 2019

Products purchased Personal grooming, 2018 & 2019

Retailers used Personal grooming, 2018 & 2019

Products purchased Amazon hero products, 2018 & 2019

Retailers used – Fashion & beauty ppt change 2018 to 2019

Products purchased Clothing, 2018 & 2019

Retailers used Clothing, 2018 & 2019

Products purchased Accessories, 2018 & 2019

Retailers used Accessories, 2018 & 2019

Products purchased Footwear, 2018 & 2019

Retailers used Footwear, 2018 & 2019

Products purchased Health & Beauty, 2018 & 2019

Retailers used Healthy & Beauty, 2018 & 2019

Retailers used -Entertainment & leisure ppt change 2018 to 2019

Products purchased Entertainment & books, 2018 & 2019

Retailers used Entertainment & books, 2018 & 2019

Products purchased Sports & leisure, 2018 & 2019

Retailers used Sports & leisure, 2018 & 2019

Products purchased Toys & games, 2018 & 2019

Retailers used Toys & games, 2018 & 2019

Retailers used -Homewares, furniture & DIY ppt change 2018 to 2019

Products purchased Homewares, 2018 & 2019

Retailers used Homewares, 2018 & 2019

Products purchased Furniture, 2018 & 2019

Retailers used Furniture, 2018 & 2019

Products purchased DIY & Gardening, 2018 & 2019

Retailers used DIY & Gardening, 2018 & 2019

Products purchased Floorcoverings, 2018 & 2019

Retailers used Floorcoverings, 2018 & 2019

Retailers used -Specialty food & drink ppt change 2018 to 2019

Products purchased Food & nutrition, 2018 & 2019

Retailers used Food & nutrition, 2018 & 2019

Products purchased Drinks, 2018 & 2019

Retailers used Drinks, 2018 & 2019

Retailers used -Miscellaneous products ppt change 2018 to 2019

Products purchased Pet care, 2018 & 2019

Retailers used Pet care, 2018 & 2019

Products purchased Seasonal, 2018 & 2019

Retailers used Seasonal, 2018 & 2019

Products purchased Stationery, 2018 & 2019

Retailers used Stationery, 2018 & 2019

List of Figures

List of Figures

Black Friday shopper penetration, overall and by demographic, 2019 & 2018 shopper penetration

Black Friday & Cyber Monday participation, 2018 & 2019

Barriers to Purchase 2018 & 2019

Financial wellbeing compared to last year, 2018 & 2019

Black Friday spending compared to last year, 2018 & 2019

How consumers financed Black Friday spending, 2018 & 2019

What day did consumers purchase on, 2018 & 2019

Impact of Black Friday/Cyber Monday period on timing of purchasing, 2018 & 2019

Impact of Black Friday/Cyber Monday period on timing of purchasing by category, 2019

Impact of Black Friday falling on or after payday on purchasing, 2019

Influence of Black Friday/Cyber Monday promotional period on Christmas gift purchasing, 2018 & 2019

Who were the items for 2018 & 2019

Research methods 2018 & 2019

Retailers that did the best job of promoting Black Friday, 2019

Which retailer is the first port of call when looking for Black Friday purchases?

Do you expect retailers to offer deals, and do they influence where you shop?

Proportion of online spend

What sort of deals are most appealing

What sort of deals did you take advantage of

Consumer expectation of retailers’ discounts

Agreement and disagreement with statements about Black Friday & Cyber Monday, 2019

What’s driving retailer selection (electricals & technology), 2019, & ppt change on 2018

Consumers using each channel for purchasing electricals & technology (browsed & purchased), 2019

Consumers using each store type for purchasing electricals & technology (browsed & purchased), 2019

Consumers using each device for purchasing electricals & technology (browsed & purchased), 2018

Fulfilment options for Black Friday electricals & technology purchases made online, 2018 & 2019

Average spend on electricals & technology & change on last year

Proportion of online spend for electricals & technology, 2018 & 2019

Top 10 retailers shopped at for electricals & technology, 2018 & 2019

Black Friday electricals & technology penetration, overall and by demographic, 2019 & 2018

Black Friday Audio Visual penetration, overall and by demographic, 2018 & 2017

Television purchasing dynamics, 2018 & 2019

Black Friday Computers & tablets penetration, overall and by demographic, 2019 & 2018

Black Friday Gaming hardware penetration, overall and by demographic, 2019 & 2018

Black Friday Home appliances penetration, overall and by demographic, 2019 & 2018

Black Friday Personal grooming penetration, overall and by demographic, 2019 & 2018

Planned/impulse purchases (overall electricals & technology), 2018 & 2019

Planned/impulse purchases (within electricals & technology), 2018 & 2019

Amazon hero products penetration, overall and by demographic, 2019 & 2018

Planned/impulse purchases (of Amazon hero products), 2018 & 2019

Planned/impulse purchases (within Amazon hero products), 2018 & 2019

Ordering dynamics (of Amazon hero products)

What’s driving retailer selection (fashion & beauty), 2019, & ppt change on 2018

Consumers using each channel for purchasing fashion & beauty (browsed & purchased), 2019

Consumers using each store type for purchasing fashion & beauty (browsed & purchased), 2019

Consumers using each device for purchasing fashion & beauty (browsed & purchased), 2019

Fulfilment options for Black Friday fashion & beauty purchases made online, 2018 & 2019

Average spend on fashion & beauty & change on last year

Proportion of online spend for fashion & beauty, 2018 & 2019

Top 10 retailers shopped at for fashion & beauty, 2018 & 2019

Black Friday fashion & beauty penetration, overall and by demographic, 2019 & 2018 fashion & beauty penetration

Black Friday Clothing penetration, overall and by demographic, 2019 & 2018

Black Friday Accessories penetration, overall and by demographic, 2019 & 2018

Black Friday Footwear penetration, overall and by demographic, 2019 & 2018

Black Friday Health & Beauty penetration, overall and by demographic, 2019 & 2018

Agreement and disagreement with statements about Black Friday & Cyber Monday purchases of fashion & beauty items, 2019

Planned/impulse purchases (overall fashion & beauty), 2018 & 2019

Planned/impulse purchases (within fashion & beauty), 2018 & 2019

What’s driving retailer selection (entertainment & leisure), 2019, & ppt change on 2018

Consumers using each channel for purchasing entertainment & leisure (browsed & purchased), 2019

Consumers using each store type for purchasing entertainment & leisure (browsed & purchased), 2019

Consumers using each device for purchasing entertainment & leisure (browsed & purchased), 2019

Fulfilment options for Black Friday entertainment & leisure purchases made online, 2018 & 2019

Average spend on entertainment & leisure & change on last year

Proportion of online spend for entertainment & leisure, 2018 & 2019

Top 10 retailers shopped at for entertainment & leisure, 2018 & 2019

Black Friday entertainment & leisure penetration, overall and by demographic, 2019 & 2018 entertainment & leisure penetration

Black Friday Entertainment & books penetration, overall and by demographic, 2019 & 2018

Black Friday Sports & leisure penetration, overall and by demographic, 2019 & 2018

Black Friday Toys & games penetration, overall and by demographic, 2019 & 2018

Planned/impulse purchases (overall entertainment & leisure), 2018 & 2019

Planned/impulse purchases (within entertainment & leisure), 2018 & 2019

What’s driving retailer selection (homewares, furniture & DIY), 2019, & ppt change on 2018

Consumers using each channel for purchasing homewares, furniture & DIY (browsed & purchased), 2019

Consumers using each store type for purchasing homewares, furniture & DIY (browsed & purchased), 2019

Consumers using each device for purchasing homewares, furniture & DIY (browsed & purchased), 2019

Fulfilment options for Black Friday homewares, furniture & DIY purchases made online, 2018 & 2019

Average spend on homewares, furniture & DIY & change on last year

Proportion of online spend for homewares, furniture & DIY, 2018 & 2019

Top 10 retailers shopped at for homewares, furniture & DIY, 2018 & 2019

Black Friday homewares, furniture & DIY penetration, overall and by demographic, 2019 & 2018 homewares, furniture & DIY penetration

Black Friday Homewares penetration, overall and by demographic, 2019 & 2018

Black Friday Furniture penetration, overall and by demographic, 2019 & 2018

Black Friday DIY & Gardening penetration, overall and by demographic, 2019 & 2018

Black Friday Floorcoverings penetration, overall and by demographic, 2019 & 2018

Planned/impulse purchases (overall homewares, furniture & DIY), 2018 & 2019

Planned/impulse purchases (within homewares, furniture & DIY), 2018 & 2019

Was delivery before Christmas a factor in whether or not to purchase furniture?, 2018 & 2019

What’s driving retailer selection (specialty food & drink), 2019, & ppt change on 2018

Consumers using each channel for purchasing specialty food & drink (browsed & purchased), 2019

Consumers using each store type for purchasing specialty food & drink (browsed & purchased), 2019

Consumers using each device for purchasing specialty food & drink (browsed & purchased), 2019

Fulfilment options for Black Friday specialty food & drink purchases made online, 2018 & 2019

Average spend on specialty food & drink & change on last year

Proportion of online spend for specialty food & drink, 2018 & 2019

Top 10 retailers shopped at for specialty food & drink, 2018 & 2019

Black Friday specialty food & drink penetration, overall and by demographic, 2019 & 2018 specialty food & drink penetration

Black Friday Food & nutrition penetration, overall and by demographic, 2019 & 2018

Black Friday Drinks penetration, overall and by demographic, 2019 & 2018

Planned/impulse purchases (overall specialty food & drink), 2018 & 2019

Planned/impulse purchases (within specialty food & drink), 2018 & 2019

What’s driving retailer selection (miscellaneous products), 2019, & ppt change on 2018

Consumers using each channel for purchasing miscellaneous products (browsed & purchased), 2019

Consumers using each store type for purchasing miscellaneous products (browsed & purchased), 2019

Consumers using each device for purchasing miscellaneous products (browsed & purchased), 2019

Fulfilment options for Black Friday miscellaneous products purchases made online, 2018 & 2019

Average spend on miscellaneous products & change on last year

Proportion of online spend for miscellaneous products, 2018 & 2019

Top 10 retailers shopped at for miscellaneous products, 2018 & 2019

Black Friday miscellaneous products penetration, overall and by demographic, 2019 & 2018 miscellaneous products penetration

Black Friday Pet care penetration, overall and by demographic, 2019 & 2018

Black Friday Seasonal penetration, overall and by demographic, 2019 & 2018

Black Friday Stationery penetration, overall and by demographic, 2019 & 2018

Planned/impulse purchases (overall miscellaneous products), 2018 & 2019

Planned/impulse purchases (within miscellaneous products), 2018 & 2019

    Pricing

Discounts available for multiple purchases.

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