Warning as Britons prepare to spend £4 billion this Black Friday weekend
Shoppers are set to spend almost £14bn this Black Friday weekend despite growing concerns about bad deals and scams.
A survey for e-commerce marketing platform Omnisend found that Black Friday still dominates the sales period, with shoppers spending an average of £299 on sales, up £83 year on year.
However, the days following Cyber Monday and sale weekend will also see an increase in spending; The average hamper will now be £229, up £70 on last year.
Omnisend estimates that one-third of consumers plan to spend more than last year, while only 14 percent expect to cut back.
Amazon remains the top destination for Black Friday and Cyber Monday shoppers; 76 percent are looking for deals across retailers, but many are also turning to Chinese marketplaces like Temu (22 percent), Shein (21 percent) and TikTok Shop (14 percent).
Previous Omnisend data shows 71 per cent of consumers plan to reduce overall spending over Christmas, putting further pressure on retailers to “get it right” over the Black Friday weekend.
But the specter of the debt spiral is influencing spending decisions, according to the survey; Buy now, pay later (BNPL) options such as Klarna and PayPal are unlikely to be as popular this year.
Only 17 percent of people say they will use BNPL options during Black Friday weekend; that rises to one-third (32 percent) who say they would only consider using it for big-ticket purchases.
Apparel and accessories remain the most popular category; Half of UK shoppers (49 per cent) plan to buy fashion, followed by technology and electronics (45 per cent) and toys (28 per cent); Families plan ahead for holiday gifts.
Marty Bauer, Omnisend retail and e-commerce spokesman, said: “This infamous American sales event has been popular in the UK for much of the last decade and it promises to be another busy year for retailers.
“In the weeks before Black Friday, start researching regular prices on items you are interested in. It’s helpful to start researching potential deals early.
“Many retailers inflate prices ahead of Black Friday, but offer discounts that may not be as significant as they seem. Knowing the original price helps you determine if a deal is real.”
“If you’re signed up for a brand’s newsletter emails, go back and look at last year’s deals. Many brands have pricing strategies that don’t change much from year to year, so this gives you a good indication of what products will be on sale and when, helping you figure out when a deal is actually a deal.”
The figures come after consumer groups warned shoppers to be “extra cautious” about Black Friday deals.
Citizens Advice consumer expert Jane Parsons said: “Black Friday is a prime opportunity for cyber fraudsters to take advantage of consumers looking for a bargain.
“Criminals will try to catch people out by making their scams look like legitimate deals, by seducing people with special offers, fake reviews and sought-after products at rock-bottom prices.
“They often create a sense of urgency to steal your money, so don’t rush your purchase. Research the company you’re buying from and be wary of suspicious web links. Paying by debit or credit card can also give you extra protection if things go wrong.”
Which? consumer law expert Lisa Webb said: “With Black Friday sales bombarding your email inbox and social media feeds, it can be difficult to weed out legitimate offers from scams.
“Shoppers should be more wary of Black Friday deal emails and double-check that the email address is actually from the retailer before clicking anything. If you’re unsure whether an offer is real, check the retailer’s website directly.
“On social media, be skeptical of any deals posted from newly created accounts. You can use a domain checker like who.is to check when the website was created; any newly created website should ring alarm bells.
“If you think you may have been the victim of a Black Friday scam, call your bank immediately using the number on the back of your bank card and report it to Action Fraud, or call the police on 101 if you are in Scotland.”
