More than a quarter of UK shoppers plan to buy on Black Friday, a new study suggests.
One Hour Translation asked 600 UK shoppers, as part of a larger study carried out earlier this month via Google Consumer Surveys that questioned 3,400 people in eight developed countries, on what day or days they planned to do their online shopping this year. Some 27% said they planned to shop on Black Friday (November 25), while 10% planned to do so on Cyber Monday (November 28).
Meanwhile, a Royal Mail study questioned confirmed Black Friday enthusiasts and found that one in 10 would be staying up till after midnight to snap up early bargains on Friday.
The One Hour Translation study found that in the US, around 26% of respondents plan to buy online on Black Friday, while 2% plan to do so on Cyber Monday. On average, across the eight countries, which also included Canada, France, Germany, Spain, Australia and Japan, 16.5% of respondents prefer to buy online on Black Friday, while 9% prefer to buy on Cyber Monday.
“The Christmas holiday season online shopping events are the culmination of the preparations by the world’s largest ecommerce players, which began in early 2016,” said Ofer Shoshan, co-founder and chief executive of One Hour Translation. “These preparations included upgrading and localising websites in order to adapt them to shoppers all over the globe. The survey we conducted proves that Black Friday, a shopping event that was considered purely American, is becoming popular even in major non-English speaking countries.”
In its study, Royal Mail questioned 2,000 UK shoppers that had previously bought on Black Friday via onepoll, and found that 10% said they would be staying up late to buy between midnight and 3am on November 25, while 40% said they planned to buy from work between 7am and 3pm on the day. Overall 41% said they would be shopping this Black Friday, while 14% said they would not, and 44% didn’t know.
One in five said they would be dong all their Black Friday shopping online, while one in 10 said a 50/50 split between online and in-store was more likely.
Just over three in five said the sales event was a chance to do their annual Christmas shopping, and 15% said they make a list of what they want to buy in order to search out those items on Black Friday. Nearly half of the shoppers planned to buy electrical goods in the sales.
Last year, UK consumers spent £1.1bn on Black Friday.