What impact will inflation have on Black Friday 2022?

Inflation looks set to take a heavy toll on this year’s Black Friday, with 58% of UK consumers and 51% of US consumers saying they will pull back on spending compared to last year.

Our data* shows that shoppers plan to spend around half as much as they did in 2021. Brits are most likely to say they’ll spend between £51-£100 (in comparison to £100-£200 last year), while Americans are most likely to say they’ll spend between $101-200 (versus $300-$500 in 2021).

View the US survey
View the UK survey

*2,000 nationally-representative working age consumers polled in October 2022

Saving for day-to-day expenses

Many shoppers who are cutting back on spending this Black Friday say it’s because they need to prioritize their money to cover day-to-day expenses (38% US and 29% UK).

But general economic uncertainty is also making consumers hesitant to spend, even if they have disposable income available; 34% of Americans and 32% of Brits are saving money in case they need it for other things.

Tech no longer top of the list

In our past research, we’ve found that technology products have always been the most sought-after by consumers for Black Friday. However, this year, clothing is the main type of product people plan to buy, followed by technology items.

In the US, 45% of Black Friday shoppers are looking for clothing bargains, while nearly a third are looking for them in the UK. A lesser 41% of Americans are looking for tech deals, alongside 28% of Brits.

Shoppers still believe in Black Friday bargains

Despite not planning to spend as much during the sales event, 68% of Americans and 49% of Brits agree Black Friday is the best day to buy discounted products. This number has increased since last year, when 58% of Americans and 38% of Brits shared this belief.

Yet consumers are getting fatigued with the length of the event. The majority think Black Friday promotions should be limited to three days (43% US and 43% UK), while around a third believe it should just be a one-day event. 

Leaner Christmas also on the cards

If Black Friday is a let down, retailers should prepare themselves for a similarly disappointing Christmas. An overwhelming majority (77% of Brits and 72% of Americans) plan to change how they gift this year – and who they give to.

Americans are most likely to change their behavior by giving gifts to fewer people (21%) – and it’s work colleagues (at 22%) and friends (16%) who are the most likely to face the chop from holiday gifting. Brits, on the other hand, will simply buy fewer (24%) or cheaper (21%) presents for their loved ones.

How will your brand navigate the downturn? Get the data you need.