New research from LoyaltyLion reveals a significant shift in consumer behaviour around Black Friday, with younger shoppers prioritising loyalty rewards over traditional discounts. For retailers, this points to an ongoing recalibration in Black Friday retail strategy as they rethink how the UK’s biggest shopping weekend should be approached.
LoyaltyLion – a loyalty and engagement platform for ecommerce brands – surveyed 2,004 consumers and found that 84% of 25–34-year-olds plan to redeem loyalty rewards during Black Friday. 85% are also likely to join a loyalty programme during the sales. This age group is not only more engaged with loyalty schemes than older shoppers, but also more responsive to brand communications – 76% said they would open marketing emails, compared to just 51% of consumers overall.
Charlie Casey, CEO of LoyaltyLion, describes Black Friday as a loyalty locking-in point where younger consumers commit to brands they’ve previously shopped with, and bring forward future purchases. “If retailers meet them with personalised communications and meaningful rewards, and seamless experiences both in-store and online, they can turn one weekend’s sales spike into an unstoppable increase in customer lifetime value,” he said.
The evolution of Black Friday
This insight comes at a time when Black Friday itself is evolving. While it remains the biggest online shopping day in the UK, with over £1.12 billion spent in 2024, the nature of the event has shifted. Retailers now spread promotions across the entire month of November and even beyond, responding to consumer demand for flexibility and value amid economic uncertainty.
In parallel, shoppers are becoming more strategic. The LoyaltyLion data shows that 74% of 25–34s are more likely to sign up to loyalty programmes during uncertain times, and 80% are more likely to do so now than a year ago. This suggests that loyalty is not just a seasonal tactic but a resilience strategy for both consumers and brands.
Retailers are already reacting to these shifts. Many are investing in AI-powered loyalty platforms and personalised marketing tools to better engage younger audiences. Others are rethinking their Black Friday messaging, moving away from blanket discounts toward exclusive member perks, early access deals, and points-based incentives.
Loyalty-building opportunity
The message is clear: Black Friday retail strategy should no longer be based around simply shifting stock. Doing so misses out on a prime opportunity to upsell to existing customers, acquire new loyalty members, and build long-term relationships. With younger shoppers more likely to buy products before they run out and try new items during peak season, brands that focus on loyalty can drive repeat purchases and increase customer lifetime value.
For retailers this means rethinking their Black Friday strategy, looking at it not just as a sales event, but as a springboard for deeper customer engagement. By shifting focus from blanket discounts to loyalty-driven incentives, brands can tap into younger shoppers’ preferences for rewards, personalised experiences, and long-term value. That way, a short-term revenue boost can be transformed into long-term customer loyalty – which is significantly more valuable to any organisation looking to stay ahead in today’s uber-competitive retail landscape.
Stay informed
Our editor carefully curates two newsletters a week filled with up-to-date news, analysis and research. Click here to subscribe to the FREE newsletter sent straight to your inbox. Why not follow us on LinkedIn to receive the latest updates on our research and analysis?
