Black Friday statistics

Brits plan to spend than £5.6 billion on Black Friday and Cyber Monday sales this year.


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This year, Black Friday falls on 29 November. As one of the biggest shopping days in the UK, it’s sure to cause a rush of shoppers to both online and high-street stores offering huge discounts and one-off deals. In fact, Brits plan to spend an estimated £5.6 billion on Black Friday and Cyber Monday purchases this year alone, according to our latest research.

How much will we spend?

Fewer Brits are planning to take part in Black Friday and Cyber Monday in 2019 compared to 2018. Last year, 62% of adults planned to do so, whereas this year the number has gone down to 42%.

On average, Brits who are going to take part in the shopping sprees are planning to spend £251.20 each this year. This is 7% (£15.37) more than last year, when people planned to spend £235.83, if they were planning on spending during the sales. This means the total amount that is planned to be spent will fall from £7 billion (2018) to £5.6 billion (2019).

How are we planning to shop?

Like the name says, Cyber Monday is all about online shopping, while Black Friday deals can be found both on the high street and online. However, it looks like we won’t be standing in long lines outside shops and department stores after all, as 56% of Black Friday shoppers said they plan to do it all online. 35% are going to get the best of two worlds and find their bargains both by hitting the shops in person and by browsing online stores in the comfort of their home. Only 9% of us will be shopping exclusively in-store.

How we will shop Percentage
Online only 56.11%
In-store only 8.50%
Online and in-store 35.39%

Do Brits take part in Black Friday less than Australians and Americans?

Parallel research conducted by Finder in the US found that Americans are twice as likely to participate in the shopping weekend (86% v 43%). They are also planning to spend over £300 each. In Australia, the figure drops to three quarters (76%) of residents taking part in the sales, but this is still significantly higher than in the UK.

Average spend by gender

Following last year’s trend, men said they intend to spend more than women this Black Friday. Men who are intending to participate plan to part with £288.94 each on average, while women are only looking to spend £214.51 each.

Men £288.94
Women £214.51


This year, post millennial (born after 1996) Black Friday shoppers are planning to spend the most (£261.29). Generation X (born 1965-1980) are hot on their tracks, with shoppers planning to spend £261.24 each on average.

Those from the silent generation (born 1928-1945), who intend to take part, will be the most careful with their money, on average they plan to spend £162.22.

Postmillennial/Generation Z (Born after 1996) £261.29
Millennials (Born 1981-1996) £253.41
Generation X (Born 1965-1980) £261.24
Boomers (Born 1946-1964) £232.26
Silent (Born 1928-1945) £162.22


Londoners who plan to hit the Black Friday Sales intend to spend the most (£374.74) this year. Shoppers from the South East of England come in second place (£339.86), followed by those from East Anglia (£314.57). In contrast, residents who intend to participate in Wales plan to spend the least (£139.24).

Region 2019 - Avg. spend Black Friday & Cyber Monday
East Anglia £314.57
East Midlands £215.58
London £374.74
North East £268.64
North West £226.91
Northern Ireland £170.91
Scotland £214.21
South East £339.86
South West £195.95
Wales £139.24
West Midlands £183.11
Yorkshire and the Humber £162.54

People in the North East are set to lead the charge when it comes to Black Friday and Cyber Monday spending. Over half (52%) say they will participate, and this is followed by around half (51%) of Yorkshire residents 47% of Scots. The least enthused region appears to be the East Midlands as only a third (34%) will brave the sales this year.

Area Percentage of participants
East Anglia 44.26%
East Midlands 34.01%
London 40.40%
North East 52.38%
North West 42.53%
Northern Ireland 37.93%
Scotland 47.06%
South East 41.84%
South West 35.56%
Wales 36.19%
West Midlands 44.13%
Yorkshire and the Humber 51.27%

Are people getting the best value for their money by spending during sale time?

Sales regret

Last year (2018), 21% of Brits purchased something on Black Friday/Cyber Monday that they later regretted, spending an estimated average of £83 on each of these items.


A quarter (25%) of men have admitted to regretting an item they’ve purchased during Black Friday/Cyber Monday, significantly more than women, who sit at 18%. Despite this, men still plan to spend more this year, with the average man predicted to spend £234, compared to £206 for women.


18-35 year olds are the most likely to be purchasing items during Black Friday/Cyber Monday that they later regret. Almost a third (30%) have admitted to making such purchases, spending an average of £68 each on these. Gen X follow, with 24% of them doing so and spending an average of £112. 13% of Baby Boomers have felt post-purchase regret, spending an average of £76, making them the least likely generation to feel regret after buying a Black Friday/Cyber Monday item.


Those residing in Northern Ireland are the most likely to have experienced sales regret, with 35% doing so, wasting £66 this way on average. London and the North East are next in line at 26%, spending £82 and a shocking £229 on regretted purchases respectively.

The East Midlands are the least guilty of this mistake, with only 13% of them admitting to regretting last year’s Black Friday purchases, at an average spend of just £45.

How long do we hold off buying?

With so many discounts just around the corner, it’s common to hold off spending in the lead-up to massive sales. In fact, 37% of Brits have deferred dropping pounds on clothing, electronics, major appliances and furniture until the release of Black Friday and Cyber Monday deals. Better safe than sorry, right?

Of those hanging out for a bargain, holding out for a few weeks is the most common (14%), followed by one- to two-months (13%), three to six months (8%) and a patient seven to eleven months (1%). There are even 1% of us willing to wait an entire year before taking on our next bargain shopping spree!

What do we buy?

Black Friday can be a great time to shop a whole host of products, but what are the most popular items that we buy on Black Friday? Search data shows that the most popular items to buy on the shopping holiday are tech items such as TVs, and games consoles with the Nintendo Switch being a frontrunner for search volume with PS4 and Xbox searches following close behind. Black Friday is also a popular day for shopping home goods (especially large items such as furniture and appliances) and beauty products.

“Typically Black Friday and Cyber Monday sales can be a great opportunity to find bargains. From our research, it’s clear that consumers favour online shopping and this can be great for comparing prices so you can get the best deal.

“However, it’s easy to impulse-buy. Our research last year found that a fifth of people regretted purchases they had previously made in the sales so it’s worth planning ahead to avoid post-Black Friday regret. Make lists of your target products and work out how much you can afford to spend and shop around.

– Jon Ostler, UK CEO at

Click here for more research. For all media enquiries, please contact:

Matt Mckenna
UK Communications Manager
T: +44 20 8191 8806

Check out our Black Friday hub where you can find hundreds of deals at up to 80% off, all in one place.

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