As Black Friday approaches, a recent study shows that people in the UK are being more deliberate about their spending this year. Instead of making impulse purchases, 72% of individuals are focusing on intentional buying. In the past, Black Friday was known for quick decisions, but now shoppers are more likely to plan ahead and stick to a list of must-have items. Research from Vodafone, based on a survey of 2,000 UK adults, indicates that Brits are preparing to make only three purchases this year, with a budget of £180 set aside for this purpose.
The majority of the budget (89%) is allocated to tech products, with £160 specifically earmarked for this category. Tech has consistently been a top priority for 58% of Black Friday shoppers since 2023. Despite concerns about overspending due to the cost of living and recent budget announcements, consumers are determined to be more disciplined with their choices during this sales season. Most shoppers are focusing on buying products they need (74%), that will last (74%), and that align with their values (52%).
When it comes to big-ticket items, people tend to wait for annual or seasonal sales events to find the best deals. This is reflected in the top Black Friday shopping list items, which include mobile phones (25%), other tech items (28%), clothing (33%), and kitchen tech (20%). In addition, 61% of individuals actively seek out sustainable options from retailers, such as recycling programs, ethical practices, and trade-in deals, before making a purchase.
To help consumers make more mindful shopping decisions this Black Friday, Vodafone has collaborated with Consumer rights expert Martyn James to provide some useful tips. These tips include having a shopping agenda, knowing the true value of items, comparing prices, using digital wallets, exploring trade-in options, utilizing money-saving apps, checking for coupons and vouchers, thinking before making a purchase, paying with credit cards for added protection, and being aware of return policies.
Vodafone’s Black Friday deals will be available this week, offering savings of up to £1,100 and additional discounts for those who trade-in old devices. As Vodafone celebrates its 40th anniversary, the company’s Consumer Director, Rob Winterschladen, notes that essential purchases are a priority for UK consumers this year, with tech products remaining at the top of the list. Mobile phones, in particular, are a popular item on Black Friday shopping lists, with one in four Brits planning to purchase them. For those interested in taking advantage of Vodafone’s offers, they can visit the company’s website to preview the latest deals.
