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Britain Despite growing concern among consumers about bad deals and scams, this year’s Black Friday weekend is set to see £4 billion more spent than last year, data shows.
A survey by e-commerce marketing platform Omnisend found that spending at the sales event is set to reach almost £14 billion, with consumers putting off big purchases in advance and planning to shop for Christmas.
Black Friday still dominates the sales period, with shoppers spending an average of £299 in the sale, an increase of £83 year-on-year.
However, Cyber Monday and the days following the sales weekend will also see an increase in spend, with the average basket now totaling £229 – up £70 from last year.
Omnisend predicts that one-third of consumers plan to spend more than last year, while only 14% expect to spend less.
Amazon Black Friday and Cyber Monday remain the top destinations for shoppers, with 76% looking for deals at a retailer, but many are also turning to Sugar Marketplaces like Teemu (22%), Shein (21%) and TikTok Shop (14%).
Previous Omnisend data shows that 71% of consumers plan to cut back on Christmas spending overall, increasing the pressure on retailers to “get it right” over the Black Friday weekend of November 28-30.
However, the threat of rising debt is impacting spending decisions, buy now, pay later (BNPL) options such as Klarna And paypal The survey found that it is unlikely to prove as popular this year.
Only 17% of people say they will use BNPL options over Black Friday weekend, increasing to a third of people (32%) who will only consider using it for big ticket purchases.
Clothing and accessories remains the most popular category, with half of UK shoppers (49%) planning to make fashion purchases, followed by technology and electronics (45%), and toys (28%), as families plan ahead for festive gifts.
Marty Bauer, retail and ecommerce spokesperson for Omnisend, said: “This infamous US sales program has been popular in the UK for the best part of a decade and it’s likely to be another busy year for retailers.
“In the weeks leading up to Black Friday, start researching regular prices on items you’re interested in. It pays to start looking for potential deals early.
“Many retailers raise prices leading up to Black Friday, only to offer discounts that may not be as significant as they seem. Knowing the original price helps you determine whether a deal is genuine.
“If you signed up for newsletter emails from a brand, go back and look at their offers from last year. Many brands have pricing strategies that don’t change much from year to year, so this will give you a good indication of what products go on sale and when, helping you understand when a deal is really a deal.”
The figures come as consumer groups warned shoppers to be “extra cautious” with Black Friday deals.
Citizens Advice consumer expert Jane Parsons said: “Black Friday is a prime opportunity for cyber scammers to take advantage of consumers desperate to get a deal.
“By enticing people with special offers, fake reviews and seeking items at very low prices, criminals will try to catch people by disguising their scams as legitimate deals.
“They will often create a sense of urgency to steal your money, so don’t rush your purchase. Research the company you’re purchasing from and be wary of suspicious web links. Paying with a debit or credit card can also give you extra protection if things go wrong.”
Which one? Consumer law expert Lisa Webb said: “With Black Friday deals bombarding your email inbox and social media feeds, it can be difficult to differentiate legitimate offers from scams.
“Shoppers should be extra cautious with Black Friday deal emails and double-check that the email address actually belongs to the retailer before clicking on anything. If you’re unsure whether an offer is genuine, check the retailer’s website directly.
“On social media, view any deals posted from newly created accounts with suspicion. You can use a domain checker like who.is to check when the website was created – any newly created website should raise alarm bells.
“If you think you have been a 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.”