Last week, Affiliate Window commissioned BMG Research, to survey the UK public about their views on Black Friday.

Respondents were asked whether they’d heard of Black Friday and, unsurprisingly, 90% said that they had. However, despite such an astounding level of recognition for the shopping bonanza, only 23% of those polled said they’d actually purchased goods or services on Black Friday last year.

Some 65% of people, who did shop during Black Friday last year, did so online, a trend that is likely to grow this year.

What are people’s plans for this year? Well, just 19% confirmed that they will be shopping during Black Friday and 58% said they would not. Some 23% of people said they are yet to make up their mind, but if the deals catch people’s eye, the numbers who decide to kick-off their Christmas shopping on the last Thursday before December could soar.

Interestingly, taking a closer look at the data allows us to see the types of shoppers that are attracted to a shopping event like Black Friday. Readers won’t be surprised to hear that the over 65s are least likely to be shopping at the event this year (5% yes/70% no/25% DK). 25-34’s are most likely with more than one third suggesting they’ll definitely be shopping during the event (36% yes/45% no/19% DK).

It seems as though Children are set to be the main benefactors of Black Friday this year, with household that have dependent children being more than twice as likely as those without to shop at the event this year.

Finally, while the poll found that around 10% of people will leave it to the day before they look for any deals, around 35% of those who are returning Black Friday shoppers intend to spend even more than they did last year.

An article based on these polling results, released by Affiliate Window, can be found here.

Data tables containing a breakdown of the results can be found here.

For further details about this poll, and any other results from our polling series, please feel free to get in touch by email or phone.

Michael Turner – Research Director




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