# What impact will inflation have on Black Friday 2022?

- URL: https://www.askattest.com/blog/research/what-impact-will-inflation-have-on-black-friday-2022
- Published: 2022-11-22
- Updated: 2026-06-24
- Description: Our data suggests US and UK spending will be significantly down for Black Friday 2022, with shoppers saving money for household bills instead.

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![](https://emx2zzfzxax.exactdn.com/wp-content/uploads/2026/05/artem-beliaikin-cE8cwN2A2-c-unsplash-1024x683.jpg?strip=all)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 UK survey](https://dashboard.askattest.com/survey/QXNVF8Q7WGCHVX/results/overview)

\*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.