Has the UK had enough of Black Friday? Trends and insights for 2024

Black Friday has become one of the biggest retail events in the UK, but there are signs that its influence may be shifting. What began as an American import has morphed into a staple of the UK retail calendar. But with changing consumer habits and a more cautious economic climate, we're left asking: has the UK had enough of Black Friday or is it still a vital opportunity for retailers?

In this post, we'll explore Black Friday's evolution in the UK, how consumer behaviour has changed and whether shoppers are still as excited about the event. For a detailed analysis of Black Friday and Cyber Monday (BFCM) trends, download our Golden Quarter White Paper.

The rise of Black Friday in the UK

Black Friday may have originated in the United States, but its impact on UK retail has been significant since it was introduced in 2013. What began with chaotic in-store events soon shifted online as brands responded to a growing demand for convenience and digital shopping experiences.

Over the years, Black Friday in the UK has expanded beyond a single day. Retailers now see it as a gateway into the broader Golden Quarter, where key sales events like Cyber Monday and Christmas shopping all blend together. Indeed, Amazon's Black Friday branding in 2023 referred to "Black Friday Week" – and it ran as an event for 11 days, showing how far things have moved away from the one-day doorbusters of years past.

Changing consumer behaviour

Despite its continued presence, Black Friday in the UK has experienced a shift in consumer behaviour. The initial frenzy of bargain hunters queuing for midnight deals has given way to a more calculated approach, with many shoppers holding out for better online deals or waiting until closer to Christmas.

A key factor driving this shift is the economic landscape. In 2023, inflation and the cost-of-living crisis didn't deter shoppers entirely but did change how they engaged with the event. According to Mintel, there was a paradox: while the number of transactions during Black Friday decreased, the value of sales increased by 7.3%. This shows that consumers are focusing on high-value purchases, waiting for bigger-ticket items rather than impulse-buying lower-cost goods. It's a game of cat and mouse as many shoppers hold out for the best price.

With Black Friday 2024's date on the calendar, we can expect more of the same. Retailers will need to focus on communicating value and offering clear, compelling deals to entice increasingly price-conscious consumers.

Why UK shoppers still care about Black Friday

Even though shoppers' behaviour may have changed, Black Friday remains a critical part of the retail calendar in the UK. Many consumers still look forward to the event as the best time to grab a discount, particularly in the lead-up to the festive season and ticking big-ticket items off Christmas lists.

Younger generations like Millennials and Gen Z are increasingly turning to online and mobile platforms for their Black Friday shopping. These consumers value convenience, with over 55% of 2023 Black Friday spending taking place via mobile. Brands that optimise their digital presence will be well-placed to capture this huge audience.

Additionally, the rise of eco-conscious shopping is also influencing how UK consumers participate in Black Friday. Some are more selective about the brands they choose to engage with, opting for companies that align with their values on sustainability and ethical practices. Retailers that embrace this trend and offer thoughtful, responsible promotions will find that Black Friday remains a strong sales driver.

IDHL has partnered with Pennies to help brands and retailers leverage their platform to help good causes during BFCM and beyond.

The future of Black Friday in the UK

While there may be questions about whether Black Friday 2024 will retain the same level of excitement in the UK, the event is far from irrelevant.

What has changed is how retailers and consumers approach it. With more emphasis on online sales, mobile optimisation and value-driven offers, Black Friday has evolved to suit modern shopping habits.

Retailers need to adjust their strategies to meet the expectations of today's consumer. Whether it's through personalisation, loyalty programmes or omnichannel experiences, brands can still make Black Friday a success. The key is understanding the shifts in behaviour and capitalising on them with smart, targeted campaigns.

Stay ahead with the right Black Friday strategy

Black Friday may be evolving, but it remains an essential part of the Golden Quarter in the UK. To make the most of this opportunity, retailers need to stay ahead of consumer trends and deliver exceptional online experiences that align with changing shopping habits.

Download our Golden Quarter White Paper for more insights into Black Friday and Cyber Monday and discover how you can build the right strategy. At IDHL, we can help you navigate these trends and tailor your approach for maximum success. Contact us today to discuss how we can assist with your performance marketing strategies for Black Friday and beyond.