Wunderman Thompson: UK Black Friday 2023 report

Black Friday spending will rise in 2023.

The average Black Friday shopper spent £184.55 this year (up from £171.66 in 2022).

This is a web-first event.

By 2023, 76% of Black Friday spending will take place online.

Despite the extension of the Black Friday period, it remains the most popular day for shopping.

62% of spending during Black Friday will occur on Black Friday itself.

Christmas presents are the main driver of Black Friday shopping, but spontaneous buying and gift-giving also play a role.

54% of shoppers use Black Friday to buy Christmas gifts.

Consumers are skeptical about who benefits from Black Friday and don't believe it's themselves.

10% of Brits believe that consumers are the main beneficiaries of Black Friday, and 31% believe that Amazon is the biggest beneficiary.

Consumers also don't trust Black Friday to give them the best deals.

37% of UK consumers believe they get the best deal of the year on Black Friday.

The biggest winner is Amazon.

In the UK, 54% of Black Friday purchases were made on Amazon.

Retailers and brands must work to offer better discounts and improve availability, delivery and returns to entice consumers to spend more.

67% of UK consumers said bigger discounts would encourage them to spend more on Black Friday.

Environmental influence on purchases remains limited, but consumers will choose sustainable options if given the opportunity.

58% of UK Black Friday shoppers said they would choose sustainable delivery methods such as Amazon same-day delivery.