Black Friday statistics

Brits plan to spend more than £4.5 billion on Black Friday and Cyber Monday sales this year.

Noi Rotstein

by , Insights & Marketing Executive

This year Black Friday falls on November 24, 2017. As one of the biggest shopping days in the United Kingdom, it’s sure to cause a rush with heavy discounts and one-off deals. In fact, Brits plan to spend an estimated £4.5 billion on Black Friday and Cyber Monday purchases this year alone, according to our latest report.

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, an estimated 14.8 million Brits (35.7%) 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 (11.9%), followed by one- to two-months (11.6%), three to six months (7.8%) and a patient seven to eleven months (2.1%). There are even 2.3% of us willing to wait an entire year before taking on our next bargain shopping spree!

How much will we spend?

On average, Brits plan to spend an estimated £304.08 each on Black Friday and Cyber Monday sales this year — totalling a whopping £4.5 billion!


Interestingly, males intend to spend more than women, at £381.88 compared to £215.86.


Gen Xers take out the generational spending cake, with plans to spend £351.15 on average. Millennials are hot on their tracks, sitting at £341.67. Baby Boomers plan to be a bit more careful with their money, spending £184.47 on average this year.


Londoners plan to spend the most (£533.53), followed by the South West (£362.54) and the East Midlands (£263.02). In contrast, those residing in the West Midlands plan to spend the least (£188.11), followed by the North East (£191.11) and Wales (£192.14).

RegionAverage planned Black Friday/Cyber Monday spend (£)
East Midlands£263.02
East of England£206.04
North East£191.11
North West£209.49
South East£235.92
South West£362.54
West Midlands£188.11
Yorkshire & The Humber£221.48


Are shoppers getting the best value for their money when spending them on sales?

Over 1 in 4 (26.83%) of people have purchased something on a sale that they later regretted – these people spent an average of £245.76 on these items
Type of purchases

The most commonly purchased type of item was clothing and accessories with 29.21% of these regretful purchases falling into this category. Technology/electronics came in second at 25.84% followed by household items at 11.38%. An average of £97.02 was spent on clothing and accessories, £293.17 on technology/electronics and £132.93 on household items per purchase. Other types of purchases include music (8.57%), shoes (6.18%), food/drink (5.90%), cosmetics and fragrances (5.34%) and literature (2.95%).


An estimate of just over 1 in 4 women (26.43%) have admitted to regretting something they bought on a sale compared with 27.26% of men. The average spend on such items was £185.81 for women and £309.14 for men.


Millennials appear to be the worst generation for impulsively spending money on sales that they later regret. Half (49.52%) of millennials have admitted to making such purchases and spending an average of £328.05. This is followed by Gen X with 28.48% of them doing the same and spending an average of £280.09. Only 17.95% of baby boomers spent an average of £125.97 on these types of purchases.

  • We calculated these figures from a survey of 2,009 British adults commissioned by and conducted by Mortar London in October 2017.
  • We included only regions with 40+ respondents – an accurate sample size – in this analysis. Therefore, region data excludes Northern Ireland.

Check out our Black Friday hub where you can find hundreds of deals at up to 60% off, all in one place.

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