What the UK wants out of this year’s Black Friday

It is officially November. For most of us, this means it’s finally acceptable to cancel evening plans for the blissfully simple reason that we’d rather be in our pyjamas. But for retailers, the arrival of November means one thing only: Black Friday. What are the UK's hopes for the day, and how can brands secure their custom?

It is officially November. For most of us, this means it’s finally acceptable to cancel evening plans for the blissfully simple reason that we’d rather be in our pyjamas.

But for retailers, the arrival of November means one thing only: Black Friday.

Like every Black Friday since it started, this year is set to be bigger and better than the last, with the large majority of people feeling excited or hopeful.

It’s no secret that the high street has been struggling in recent times, with new woes over store closures and rent prices almost every day. Shops both on and offline will be fervently hoping that the 23rd November is going to bring shoppers in their hordes, descending on promotions, and playing fast and loose with their wallets.

Retailers are starting to release titbits of information about just how low prices will go, and all the big names are expected to be involved.

Amazon—credited with bringing Black Friday to the UK from across the pond—will likely have deals across all areas of their business. ASOS famously takes part every year, last year offering 20% off everything. Similarly, airlines will be flogging cheap flights, and department stores like John Lewis will reduce costs on everything from clothing, to homeware, to electricals.

Even Apple, who typically stay away from the worldwide sale day, bowed down to pressure last year and offered a £120 gift card to customers who bought certain products.

With so many bargains up for grabs, it’s no wonder Black Friday is one of the biggest events in the retail calendar—and in the calendar of consumers. We asked 1000 people across the country planning to take part in Black Friday all about what they’ll be looking for; what discount will clinch the deal for them; and what they’ve learnt not to buy from Black Fridays gone by.

Read on for the full scoop on this year’s Black Friday.


One of the first elements of planning for Black Friday is to decide on the level of discount to apply to your products in order to maximise sales. This might be influenced by the size of discount offered by competitors or figures from last year’s performance. However, what better way to distinguish the level of discount required to convince consumers to part with their money than by finding out from them exactly what they want.

Next you may want to find out how much consumers are willing to spend on Black Friday.

You will want to consider what type of items people are looking to purchase.

Finally, ask people who they’re buying for on Black Friday. Is it for themselves, or others? Will they be more inspired by advertising designed to hook them in personally, or would a more helpful strategy with gift-buying guides go down better?


Another important factor is deciding the best way(s) to promote your deals and reach your target audience. Black Friday offers a chance for people to spoil themselves, find a bargain for a loved one, or get some Christmas shopping done…but exactly how do people find out the deals and who are they buying for?

How do people find out about the best Black Friday deals?

How do people intend to carry out the majority of their Black Friday shopping?


95.4% of people are intending to spend the same or more than on Black Friday 2017: it’s a huge opportunity for brands!

Should you be trying to reach new customers? Or rewarding your loyal fan base?


The chance to save money is clearly incredibly compelling for consumers. And which brands will be reaping the majority of this hype?

On the whole, stores where there will be deals on multiple brands performed well. The online giant of retail wins out: Amazon received 35% of the vote. Having brought Black Friday to the UK, and with many of the brands under the sun on their roster, they’re the first choice for bargain hunters.

It’s notable, and encouraging for the high street, that second, third and fourth places was taken by physical retailers.

Similarly, there’s a clear spread of industries: food, clothing, and tech are all sought after, so every brand – no matter the industry – can hope to cash in on the day.

That said, when it come to which specific brands people are hoping to snatch up deals with, there’s one industry which clearly wins out.

BlackFridayBrandLists_Prancheta 1

Technology dominates the top of the table: Apple, Amazon, Samsung, and Sony give a hint as to what people are keen to get their hands on. Phones, tablets, and laptops—if in the Black Friday sales—will surely be big hits.

If you want to speak to consumers to find out what your audience most want to see from you on Black Friday—what discounts will push them over the line; which products they most want to see in the sale—then get in touch. There’s still time to tailor your offering to people already engaged in your brand, and to craft messaging that will attract people to your brand.


Content Team 

Our in-house marketing team is always scouring the market for the next big thing. This piece has been lovingly crafted by one of our team members. Attest's platform makes gathering consumer data as simple and actionable as possible.

See all articles by Attest