Black Friday and Cyber Monday statistics | 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.

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.

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.

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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.

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• Table

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.

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• Table

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.

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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.

• Graph
• Table

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.

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• Table

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.

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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.

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.

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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 …

• Fashion
• Furniture
• Household appliances
• Electronics
• Toys
• Video games and consoles

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

Matt Mckenna
UK communications manager
T: +44 20 8191 8806

• Black Friday 2020

  In 2020, Black Friday falls on 27 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 £6 billion on Black Friday and Cyber Monday purchases this year, according to our latest research. Find out the latest 2020 Black Friday and Cyber Monday statistics and how spending behaviours compare to 2019.

  How much will we spend?

  Fewer Brits are planning to take part in Black Friday and Cyber Monday in 2020 compared to 2019. Last year, 42% of adults planned to do so, whereas this year the number has gone down to 39%.

  

  According to our latest Black Friday survey statistics, Brits who are going to take part in the shopping sprees are planning to spend £295.67 on average each this year. This is 18% (£44.47) more than last year when shoppers planned to spend £251.20 on average during the sales. This means the total Black Friday and Cyber Monday spending in the UK will increase from £5.6 billion in 2019 to £6 billion in 2020. Therefore, although fewer Brits are making the most of Black Friday and Cyber Monday deals, spending increases means total spending across the UK is expected to grow.

  	2020	2019
  % spending on Black Friday/Cyber Monday	39%	42%
  Average spend	£295.67	£251.20
  Total Spend	£5,988,444,539	£5,555,089,845

  Gender differences

  There is little difference between the proportion of each gender spending on Black Friday. 38% of women said they will spend on Black Friday and Cyber Monday compared to 39% of men.

  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 £349.26 each on average in 2020, up £60 (21%) since Black Friday in 2019. Women are who are making the most of Black Friday deals are intending to spend £243.04 on average, which is up 13% from last year.

  • Gender differences
  • Table

  	Average Black Friday/Cyber Monday spend 2020	Average Black Friday/Cyber Monday spend 2019
  Men	£349.26	£288.94
  Women	£243.04	£214.51

  Generational differences

  The younger the generation, the more they are likely to spend. Generation Z has the biggest proportion of their population taking part in Black Friday and Cyber Monday, with 59% saying they are going to spend. 55% of millennials also say they are going to shop for deals on Black Friday and Cyber Monday making them a close second. Following these is Generation X (37%) and Baby boomers (24%). Only 11% of the silent generation are looking to spend, the lowest proportion of Black Friday spenders.

  Chart: Which generations take part in Black Friday and Cyber Monday?

  In 2020, millennial (born 1981-1996) Black Friday shoppers are planning to spend the most on average (£372.18), a 46% increase from 2019. Generation X (born 1965-1980) are hot on their tracks, with shoppers planning to increase their average spending by 16% to £303.19.

  This year those from Generation Z (born after 1996), who intend to take part, will be the most careful with their money, spending £129.50 on average. This is a huge 50% decrease in average spending since last year for Generation Z, who were the biggest spenders in 2019 (£261.29).

  Chart: Average Black Friday spend by generation

  • Generational differences
  • Table

  Generation	Average Black Friday Spend 2020	Average Black Friday Spend 2019
  Gen Z (Born after 1996)	£129.50	£261.29
  Millennials (1981-1996)	£372.18	£253.41
  Gen X (1965-1980)	£303.19	£261.24
  Boomers (1946-1964)	£252.86	£232.26
  Silent (1928-1945)	£225.00	£162.22

  Millennials are expected to spend £2.9 billion on Black Friday and Cyber Monday in 2020, making them the highest spending generation. Generation X are the next highest spenders (£1.6 billion), followed by Baby boomers (£1.1 billion) and then Generation Z (£351 million). The silent generation are intending to spend a mere £35 million in comparison, making them the lowest spending generation.

  Generation	% spending on Black Friday	Average spend 2020	Total Spend 2020
  Gen Z (Born after 1996)	59%	£129.50	£349,521,069
  Millennials (1981-1996)	55%	£372.18	£2,925,518,432
  Gen X (1965-1980)	37%	£303.19	£1,604,593,516
  Boomers (1946-1964)	24%	£252.86	£1,073,341,855
  Silent (1928-1945)	11%	£225.00	£35,368,720

  Regional differences

  According to our research, residents in the North East are most likely to take part in Black Friday shopping, with over half (51%) saying they will spend. Londoners were the next most likely (46%), followed by the West Midlands (42%), Wales (42%) and the South East (41%).

  The least enthused region is Northern Ireland, where only 32% say they will do some Black Friday or Cyber Monday shopping.

  Map:Which regions are most likely part in Black Friday and Cyber Monday?

  • Map
  • Table

  Area	2020	2019
  East Anglia	36%	44.26%
  East Midlands	35%	34.01%
  London	46%	40.40%
  North East	51%	52.38%
  North West	34%	42.53%
  Northern Ireland	32%	37.93%
  Scotland	37%	47.06%
  South East	41%	41.84%
  South West	37%	35.56%
  Wales	42%	36.19%
  West Midlands	42%	44.13%
  Yorkshire and the Humber	33%	51.27%

  Londoners who plan to hit the 2020 Black Friday Sales intend to spend the most (£422) this year, up 13% from 2019. Shoppers from the Northern Ireland come in second place (£329), followed by those from the North West (£299). In contrast, residents who intend to participate in Yorshire and the Humber plan to spend the least (£249).

  Region	2020 - Avg. spend Black Friday & Cyber Monday	2019 - Avg. spend Black Friday & Cyber Monday	Percentage change
  East Anglia	£264.60	£314.57	-15.88%
  East Midlands	£261.59	£215.58	21.34%
  London	£421.69	£374.74	12.53%
  North East	£293.37	£268.64	9.21%
  North West	£299.12	£226.91	31.82%
  Northern Ireland	£328.75	£170.91	92.35%
  Scotland	£288.98	£214.21	34.91%
  South East	£254.32	£339.86	-25.17%
  South West	£274.27	£195.95	39.97%
  Wales	£292.45	£139.24	110.03%
  West Midlands	£257.57	£183.11	40.66%
  Yorkshire and the Humber	£249.21	£162.54	53.32%

  Not surprisingly, Londoners are expected to buy the most on the Black Friday and Cyber Monday sales in 2020, spending over £1.3 billion in total (which equated to 22% of the total UK spend). The next biggest total spenders are those in the South East region (£753 million), followed by the North West (£580 million) and the South West (£481 million).

  Northern Ireland is expected to spend £172 million, making it the region buy the least over the Black Friday weekend.

  Map: Total Black Friday spend by region

  • Map
  • Table

  Region	% spending on Black Friday/Cyber Monday	Average Spending	Total spending
  East Anglia	35.56%	£264.60	£443,770,382
  East Midlands	34.51%	£261.59	£335,881,819
  London	45.56%	£421.69	£1,303,799,618
  North East	51.19%	£293.37	£330,531,018
  North West	33.64%	£299.12	£580,036,710
  Northern Ireland	32.26%	£328.75	£172,286,330
  Scotland	37.04%	£288.98	£454,347,136
  South East	40.50%	£254.32	£752,950,332
  South West	36.61%	£274.27	£481,455,335
  Wales	41.58%	£292.45	£321,802,954
  West Midlands	41.67%	£257.57	£472,453,939
  Yorkshire and the Humber	33.13%	£249.21	£346,123,921

  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!

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

  In 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.

  Which gender regret their purchases the most?

  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.

  Which generations regret their purchases the most?

  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.

  Which regions regret their purchases the most?

  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.

  Before swiping your card or clicking the enticing ‘buy now’ button in the online checkout, think about what you actually need to reduce the chances of buyers’ remorse.

  It’s also important to look into the overall value of the products you’re thinking of purchasing. Is the sale price really a good deal? Has it been discounted to this price previously? It can be easy to fall for sales tricks and tactics – by doing your research before the sales hit, you’ll be more aware of a great deal when you see one.”

  In store vs online: How are we planning to shop?

  Like the name says, Cyber Monday is all about online shopping, while Black Friday deals can be found on the high street and online. Moving towards online shopping has already been an increasing trend. However, the COVID pandemic has shifted us to online shopping more than ever.

  Before the announcement of the second English COVID-19 lockdown, two thirds (66%) of Black Friday shoppers said they plan to do it all online. This is an increase from 2019, where 56% only shopped online on Black Friday. Over a quarter (28%) said they were going to get the best of both worlds – finding their bargains both by hitting the shops and by browsing online stores in the comfort of their home. The number of people planning to shop in-store only is set to fall by a third to just 6% (from 9% in 2019). However, due to the lockdown restriction running until December in England, it is likely that Black Friday will happen almost entirely online.

  • How we will shop
  • Table

  How we will shop	2020	2019
  Online only	66.49%	56.11%
  In-store only	5.82%	8.50%
  Online and in-store	27.68%	35.39%

  Methodology

  • We calculated these figures from a survey of 2,000 British adults commissioned by finder.com/uk and conducted by OnePoll between 09/10/2020-14/10/2020.
  • Last year’s data was calculated from a survey of 2,000 British adults commissioned by finder.com/uk and conducted by OnePoll in November 2019.

  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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