British consumers’ shopping intentions for Black Friday 2018 revealed

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Online marketplace OnBuy.com has announced the findings of a survey of 1,562 UK consumers who are set to actively seek the best Black Friday deals, in a bid to better understand their shopping intentions for November 23.

From OnBuy’s survey, it was found that the biggest motivation for British consumers to shop on Black Friday is because they believe it is the best time/opportunity in the year to get expensive products at a marked down price (72%). Thereafter, 66% plan to search for deals on Black Friday for the sole purpose of sorting out Christmas presents for their loved ones. Similarly, 54% will use Black Friday as an opportunity to buy gifts for social occasions such as birthdays and weddings.

Furthermore, OnBuy sought to discover the product categories which are set to experience the greatest demand on Black Friday.

‘Appliances/electronics’ (78%) will generate the most interest from shoppers on Black Friday. Perhaps unsurprising, given how popular discounted TVs, coffee machines, gaming consoles, tablets and voice assistant devices have been on past Black Friday sales. Slightly below, 72% are on the lookout for some excellent offers on ‘clothes/shoes’ to refresh their wardrobe.

Interestingly, 49% of consumers are in the market for ‘gift cards/vouchers’ which are on sale for less than their face value (e.g. a £25 gift card/voucher for £20).

OnBuy.com managing director Cas Paton commented: “Black Friday has become a massive opportunity for UK retailers to drive sales and revenue in the important run-up to Christmas. Consequently, retailers have allocated significant resources to make it a shopping spectacle which successfully captures the attention and wallets of consumers.

“This year is certainly going to be no different and this research provides a comprehensive insight into how Brits intend to splash their cash on the big day itself – with some products notably set to be more desirable than others.”

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