Black Friday and Cyber Monday statistics | 2021

Latest statistics suggest that Black Friday spending will drop by a fifth to £4.8 billion in 2021.

In 2021, Black Friday falls on 26 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 £4.8 billion on Black Friday and Cyber Monday purchases this year, according to our latest research. Find out the latest 2021 Black Friday and Cyber Monday statistics and how spending behaviours compare to 2020 and 2019.

only 33% of Brits are planing to spend in the Black Friday 2021 sales

Are Brits planning to spend?

The amount of Brits who plan to spend in the Black Friday and Cyber Monday sales has dropped 6% from last year. In 2019, 42% of adults planned to take part in the Black Friday, while in 2020, this figure dropped to 39%. In 2021, only 33% of adults are planning to spend in the Black Friday sales. This downward trend can be attributed to the financial strains caused by the COVID-19 pandemic.

How much will we spend?

Finder research has revealed that Brits will spend £275 on average this year. This is 7% (£20) less than last year’s figure, where shoppers planned to spend £295 on average during the sales. This means the total Black Friday and Cyber Monday spending in the UK will decrease from £5.6 billion in 2019 and £6 billion in 2020, to £4.8 billion in 2021. With fewer Brits making the most out of the Black Friday and Cyber Monday deals this year, spending across the UK is expected to drop by £1.2 billion.

2021 2020 2019
% spending on Black Friday/Cyber Monday 33% 39% 42%
Average spend £275.00 £295.67 £251.20
Total Spend £4,755,603,468 £5,988,444,539 £5,555,089,845

Gender differences

Which gender is more likely to spend on Black Friday?

There seems to be a “slight” difference between the spending by gender, with 37% of men compared to 30% of women saying they will spend on Black Friday and Cyber Monday.

Male Female
Yes 36.6% 29.6%
No 42.4% 41.6%
Not sure 21.0% 28.7%

How much is each gender planning to spend?

Continuing the trend seen over the past 3 years, men are set to spend more than women during the Black Friday and Cyber Monday sales this year. Specifically, men will spend £335 on average, while women will spend £190. Women have shown the steepest drop in Black Friday budget. In 2020, women spent an average of £243 in the Black Friday sales, but this has now reduced by 22%. Men have also experienced a slight drop in spending budgets this year, with £335 being 4% less than 2020’s intended spend of £349.

2021 2020 2019 % change from 2020 % change from 2019
Men £335 £349 £289 -4% 16%
Women £190 £243 £215 -22% -12%

How does each gender intend to shop?

There is very little difference between how men and women will shop this Black Friday, with 44% of both men and women saying they will shop online only. A small difference can be seen where women (42%) are more likely to have a hybrid shopping method with online and in-store compared to men (40%). The difference on in-person shopping swings towards men, with 16% saying they will shop in-store compared to 14% of women.

Online only Online and in-store In-store only Not sure
Male 43.77% 39.62% 16.23% 0.38%
Female 44.32% 41.62% 13.51% 0.54%

Generational differences

Which generation is more likely to spend on Black Friday?

Generation Z has the biggest proportion of their population taking part in Black Friday and Cyber Monday, with 54% planning to spend. 48% of millennials also say they will shop for deals. Following these are generation X (35%) and baby boomers (15%). Only 11% of the silent generation are looking to spend, making this the lowest proportion of Black Friday spenders.

Generation Yes No Not sure
Gen Z (Born after 1996) 54.34% 30.64% 15.03%
Millennials (1981-1996) 48.31% 29.54% 22.15%
Gen X (1965-1980) 34.92% 38.44% 26.63%
Boomers (1946-1964) 15.24% 54.88% 29.88%
Silent (1928-1945) 10.68% 68.93% 20.39%

How much is each generation planning to spend?

Generation X are planning to spend the most on average (£339), a 12% increase from 2020 and a 30% increase from 2019. Baby boomers are hot on their tracks, with shoppers planning to increase their average spending by 23% to £310. Millennials follow with a budget of £271, 27% less than their average spend from 2020. Those from generation Z will be spending 35% more than last year, the largest increase of all generations, with a budget of £175. On the other end of the spectrum, the silent generation have seen the largest drop in their Black Friday spend. Those in this generation will be spending an average of £163 in the sales, 28% less than in 2020.

Generation 2021 2020 2019 % change from 2020 % change from 2019
Gen Z (Born after 1996) £175 £130 £261 35% -33%
Millennials (1981-1996) £271 £372 £253 -27% 7%
Gen X (1965-1980) £339 £303 £261 12% 30%
Boomers (1946-1964) £310 £253 £232 23% 33%
Silent (1928-1945) £163 £225 £162 -28% 0.5%

How are generations planning to shop?

Interestingly, the silent generation (67%) and baby boomers (66%) are more likely to shop only online. This could be from a sustained apprehension over the transmission of COVID-19. Gen Z (40%) and millennials (37%) are the least likely to solely shop online, with these generations choosing the “online and in-store” option at (43%) and (48%) respectively.

Generation Online only Online and in-store In-store only Not sure
Gen Z (Born after 1996) 40.30% 43.28% 16.42% 0.00%
Millennials (1981-1996) 37.05% 48.21% 14.73% 0.00%
Gen X (1965-1980) 46.59% 30.68% 21.59% 1.14%
Boomers (1946-1964) 66.15% 24.62% 7.69% 1.54%
Silent (1928-1945) 66.67% 33.33% 0.00% 0.00%

Regional differences

Which region is more likely to spend on Black Friday?

Residents in London are most likely to take part in Black Friday shopping, with 46% saying they will spend. Northern Ireland is the next most likely at 42%, followed by the West Midlands (38%), Scotland (31%) and the East of England (32%). The region least likely to take part is Wales, where only 24% say they will do some Black Friday or Cyber Monday shopping.

Region % who will spend in sales
Yorkshire and the Humber 33.33%
London 46.39%
South West 27.49%
South East 29.93%
Wales 23.96%
Scotland 32.14%
West Midlands 38.64%
North West 26.94%
North East 30.86%
East of England 32.26%
Northern Ireland 41.82%
East Midlands 29.45%

How much will each region spend on Black Friday?

Londoners are expected to spend the most on the Black Friday and Cyber Monday sales in 2021, spending £468, 11% more than in 2020 and 25% more than in 2019. The next biggest total spenders are those in the Wales (£338), followed by Scotland (£292) and Yorkshire and the Humber (£224).

Those in the East of England are expected to spend £130 per person (just over 50% less than in 2020), making it the region to spend the least over the Black Friday weekend.

Region 2021 2020 2019
East of England £130 £265 £315
East Midlands £134 £262 £216
London £468 £422 £375
North East £218 £293 £269
North West £219 £299 £227
Northern Ireland £246 £329 £171
Scotland £292 £289 £214
South East £149 £254 £340
South West £280 £274 £196
Wales £338 £292 £139
West Midlands £202 £258 £183
Yorkshire and the Humber £224 £249 £163

Is the hype around Black Friday starting earlier each year?

When do people start searching for the Black Friday sales?

Results from an analysis on Google Trends data shows that search interest in Black Friday sales is starting earlier each year, which could indicate that retailers have been kicking off their Black Friday sale events earlier in a bid to entice the early-bird consumers each year.

Back in 2014, search interest in the term “Black Friday” started to rise 7 weeks before the actual date of Black Friday in November. This year, search interest in the term had already started 12 weeks before Black Friday.

Year When search interest in Black Friday began to rise
2014 7 weeks before
2015 8 weeks before
2016 9 weeks before
2017 10 weeks before
2018 11 weeks before
2019 12 weeks before
2020 14 weeks before
2021 12 weeks before

Black Friday price tracker

In 2019, we tracked 28 of the most popular products during Black Friday and Cyber Monday sales to compare retail prices and see if the sales were in fact, sales. Here’s what we found …

Item Avg. price before Black Friday Price on Black Friday Price difference Price on Cyber Monday
Ray-ban round metal RB3447 (001 gold/crystal green) £104.03 £86.87 -16.44% £86.87
Nike Pro training leggings (black) £33.53 £30.36 -9.24% £30.74
Men's Levi's Sherpa Denim Trucker Jacket (mayze) £105.01 £84.35 -19.74% £82.50
Adidas Aqua Slides (black) £17.32 £17.85 3.10% £17.85
Item Avg. price before Black Friday Price on Black Friday Price difference Price on Cyber Monday
Tom Dixon Beat Floor Lamp (black) £736.58 £682.69 -7.63% £682.69
Nazanin Kamali for Case Celine Desk (oak) £488.31 £474.05 -3.08% £494.05
HAY Neu 13 Dining Chair (cream white) £197.34 £181.59 -8.04% £181.59
Joseph Joseph Totem Intelligent Waste Recycle Unit (silver, 60L) £193.18 £155.73 -18.49% £174.15
Item Avg. price before Black Friday Price on Black Friday Price difference Price on Cyber Monday
Hotpoint NM11946BCA 9KG 1400 Washing Machine (black) £394.20 £391.01 -0.46% £388.01
Russel Hobbs Inspire Toaster £40.43 £35.75 -11.59% £35.75
Morphy Richards 303128 Turbosteam Pro Steam Iron £70.69 £74.44 5.30% £74.44
Bosch KGN34NL3AG Fridge Freezer (stainless steel) £510.70 £526.75 2.94% £526.75
Item Avg. price before Black Friday Price on Black Friday Price difference Price on Cyber Monday
Apple iPhone X, 64GB (space grey) £818.86 £786.50 -3.95% £786.50
2019 Apple iPad Air, 10.5 inch, 64GB (gold) £462.97 £475.00 2.60% £471.50
Amazon Echo (2ng gen) smart speaker with Alexa (charcoal) £78.14 £69.74 -10.74% £69.74
Fitbit 'inspire' (black) £64.35 £51.24 -20.37% £53.74
Item Avg. price before Black Friday Price on Black Friday Price difference Price on Cyber Monday
LEGO Hogwarts Castle £349.99 £328.24 -6.21% £328.24
Jumanji Board Game £15.22 £15.75 3.44% £14.49
Barbie DreamCamper £74.64 £63.00 -15.60% £63.00
PAW Patrol My Size Lookout Tower £78.65 £101.85 29.50% £97.05
Item Avg. price before Black Friday Price on Black Friday Price difference Price on Cyber Monday
PS4 500gb £236.13 £207.24 -12.23% £206.90
Nintendo Switch Neon Red (neon blue) £266.01 £260.21 -2.18% £260.21
Madden NFL 20 (for PS4) £47.71 £38.96 -18.36% £38.96
Xbox One wireless controller (black) £46.09 £41.43 -10.11% £42.03

Methodology

  • We calculated these figures from a survey of 2,000 British adults commissioned by Finder UK and conducted by Census Wide in October 2021.
  • Data from 2020 and 2019 was calculated from a survey of 2,000 British adults commissioned by Finder and conducted by OnePoll in each of those years.
  • Search interest data was collected from Google Trends.

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

Matt Mckenna
UK communications manager
T: +44 20 8191 8806
matt.mckenna@finder.com@MichHutchison/in/matthewmckenna2
  • For all media enquiries, please contact

    Matt Mckenna
    UK communications manager
    T: +44 20 8191 8806
    matt.mckenna@finder.com@MichHutchison/in/matthewmckenna2

    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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