Black Friday in the UK: Statistics for 2023

Black Friday is fast approaching, and the shopping weekend is sure to cause a rush of shoppers keen to get their hands on the best discounts and one-off deals. In fact, Brits plan to spend an estimated £3 billion on Black Friday and Cyber Monday purchases this year, according to our latest research. Find out the latest Black Friday and Cyber Monday statistics and how they compare to the previous 3 years.

Black Friday statistics: Highlights

Brits plan to spend an estimated £3 billion in the 2023 Black Friday and Cyber Monday sales.
Black Friday spending is expected to drop by £900 million in 2023, down 23% from a planned spend of £3.9 billion in 2022.
Half of UK adults (51%) plan to spend during the Black Friday weekend, which is around 26.9 million people, up from the 39% planning to spend in 2022.
The average spend per person on Black Friday 2023 is predicted to be £113, 40% less than in 2022 and 59% less than in 2021.
8 in 10 Brits from gen Z (79%) plan to spend in the Black Friday sales, with an estimated average spend of £176, 56% higher than the national average.
On average, men are planning to spend £31 more than women during Black Friday 2023.
Londoners are expected to spend the most, with approximately 68% of residents planning to spend an average of £181 each.

How much money is spent on Black Friday in the UK?

In 2023, it is predicted that Brits will spend a total of £3 billion while shopping the Black Friday sales, £900 million less than the expected spend of £3.9 billion in 2022. The average spend per person is estimated to be £113, which has also dropped and is 40% lower than the average spend of £190 in 2022.

When is Black Friday in the UK?

This year, Black Friday falls on 24 November 2023, but the deals will continue throughout the weekend until Cyber Monday on 27 November 2023. Black Friday falls on the final weekend of November and, in 2022, it happened on 25 November.

Black Friday: expected spending by year

In 2023, Black Friday spending in the UK is predicted to reach £3 billion, down 23% from a planned spend of £3.9 billion in 2022 and down 37% from a planned spend of £4.8 billion in 2021.

Expected Black Friday spending has been decreasing every year in the UK since 2020, likely driven, in part, by the cost of living crisis and high inflation. Brits are tightening their purse strings and spending less in the sales, as they are more mindful of paying for essentials.

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Table

Year	Total spend on Black Friday (£)
2019	£5.6 billion
2020	£6 billion
2021	£4.8 billion
2022	£3.9 billion
2023	£3 billion

What is the average spend on Black Friday?

According to Finder research, the average spend per person on the Black Friday weekend in 2023 is estimated to be £113, down 40% from £190 in 2022 and down 59% from £275 in 2021.

Although Brits are spending less on average, the number of people spending is expected to increase, with half of UK adults planning to make at least one purchase. This number was sitting at just 39% in 2022, and only a third of Brits (33%) were planning to spend in 2021.

Therefore, while Brits are hoping to spend less overall this year, more of us are still hoping to be thrifty and take advantage of the deals available during the Black Friday sales weekend. Again, with costs so high at the moment, Brits are clearly hoping to bag a bargain in the sales more than ever!

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Year	Average spend per person	% making a purchase
2019	£251.2	42%
2020	£295.67	39%
2021	£275	33%
2022	£189.59	39%
2023	£113.1	51%

Gender differences in Black Friday spending

As we’ve seen for the past 4 years, men are set to spend more than women during the Black Friday weekend sales. It’s predicted that men will spend £129 on average, while women will spend £98, a difference of £31.

The biggest difference in spending was seen in 2021 when men were planning to spend around £335 each while women were planning to spend £145 less at £190 each on average.

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	2023	2022	2021	2020	2019
Average spend for men	£129	£205	£335	£349	£289
Average spend for women	£98	£174	£190	£243	£215

Black Friday spending by generation

Younger generations are far more likely to spend (and spend more) during the Black Friday and Cyber Monday sales this year, while fewer members of the older generations are planning to make a purchase.

8 in 10 members of generation Z (79%), who are aged 18-23, intend to make a purchase during the sales and, on average, are expecting to spend a whopping £176 each, 56% higher than the UK average.

On the other end of the spectrum, just 8% of the silent generation is planning to make a purchase in the Black Friday sales, and the average spend is expected to be just £27. This is less than a quarter of the planned spend for the average Brit.

This difference may, in part, be due to younger generations having more access to online shopping and are, therefore, more likely to be subjected to advertising on the web and social media.

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Table

Generation	Percentage spending	Average spend (£)
Gen Z	79%	£176
Millennials	70%	£155
Gen X	49%	£131
Baby boomers	32%	£60
Silent generation	8%	£27
UK average	51%	£113

Black Friday spending by region

Londoners are planning to spend the most during the 2023 Black Friday weekend, with 68% expected to make a purchase, spending an average of £181 each.

Two-thirds (66%) of those in Northern Ireland are also planning to spend during the sales, followed by 57% of those in the West Midlands. Meanwhile, only 40% of those in the East of England are planning to spend.

After Londoners, those in Wales will spend the most on average, with an estimated spend of £150 per person. They are followed by West Midlanders, who plan to spend around £146 each. Those in the South West are expecting to splash the least cash, with an average estimated spend of £60.

Region	Average spend	Percentage spending
Greater London	181.33	67.68
Wales	149.74	55.32
West Midlands	145.99	56.57
Northern Ireland	143.58	66
North East	137.28	49.38
Scotland	117.22	46.71
North West	103.41	45
Yorkshire and the Humber	98.13	53.05
South East	93.01	46.93
East Midlands	84.56	45.89
East of England	71.96	39.68
South West	60.05	41.38

Methodology

We calculated these figures from a survey of 2,000 British adults commissioned by Finder UK and conducted by Censuswide from 29.09.23 to 02.10.23.
Data from 2021 and 2022 was calculated from a survey of 2,000 British adults commissioned by Finder and conducted by Censuswide in each of those years.
Data from 2019 and 2020 was calculated from a survey of 2,000 British adults commissioned by Finder and conducted by OnePoll in each of those years.

The latest Black Friday and Cyber Monday statistics
- Brits plan to spend an estimated £3.95 billion on Black Friday and Cyber Monday purchases in 2022
- In 2022, overall Black Friday spending is expected to drop by £850 million, down 18% from last year
- The average spend per person will also fall by 31% (£85) in 2022 to £189.59
- The percentage of Brits shopping the sales in 2022 has risen to 39%, a 6% percentage point increase from 2021
- In-store spending has fallen by 36% in 2022, with shoppers spending around £96 less on the high street than they did in 2021
How much is spent on Black Friday?
Finder research has revealed that Brits shopping the Black Friday and Cyber Monday sales in 2022 will spend an average of £189.59 each. This is a 31% (£85) reduction from last year’s figure, where shoppers planned to spend £275 on average. This indicates that many Brits are making a real effort to rein in their spending this year as the cost of living crisis bites.
Overall, Black Friday and Cyber Monday spending in the UK will decrease from £6 billion in 2020 and £4.8 billion in 2021 to just £3.95 billion in 2022. With Brits opting to spend significantly less on the Black Friday and Cyber Monday deals this year, spending across the UK is expected to drop by more than £850 million (18%).
More Brits are planning to shop the sales this year despite reduced spending
Despite a reduction in overall spend, the number of Brits who plan to shop in the Black Friday and Cyber Monday sales has actually risen by 6% from last year, increasing from 33% in 2021 to 39% in 2022. This spike could be attributed to more people looking to save some extra money ahead of the holidays, with the cost of living crisis quickly taking its toll on the British public.
The most popular Black Friday sales items in 2022
The most popular products among Brits shopping in the sales this year are set to be small kitchen appliances, with 22% of shoppers planning to purchase an item within this category. This was closely followed by gaming consoles or devices (20%) and home decorations (20%). The least popular products this year are floorcare appliances, such as vacuums or carpet cleaners, with only 9% of shoppers looking to purchase an item in this category.
Black Friday online vs in-store
In 2022, 46% of Black Friday and Cyber Monday shoppers intend to make their purchases online only, while 10% will solely shop in-store. Despite this, the average spend of those shopping in-store will actually be higher than those online, with in-store shopping set to reach approximately £174 per person, compared to £167 per person online.
In-store spending has dropped significantly this year compared to last, with the average shopper spending around £96 less. This represents a 36% decrease from 2021, where the average in-store shopper was expected to spend around £270 each. Online-only shoppers have also reduced their spending this year by 19%, with the average online shopper spending around £40 less online than they would have in 2021 (£207).
Gender differences in Black Friday spending
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 £205 on average, while women will be spending around £174. Men have shown the steepest drop in their Black Friday budget over the last year. In 2021, men spent an average of £335 in the Black Friday sales, but this has reduced by 39% in 2022. Women only experienced a slight drop in their spending budgets this year – just 8% less than 2021’s intended spend of £190.
The most popular Black Friday sales items by gender
Over a quarter (26%) of males shopping in the Black Friday and Cyber Monday sales are planning to purchase gaming consoles or devices, making this the most popular product category for men. The most popular option for females shopping in the sales is set to be home decorations, with 24% of women planning to purchase items in this category.
Which generations are more likely to shop the sales?
Generation Z has the biggest proportion of their population taking part in Black Friday and Cyber Monday, with 65% planning to spend in the sales this year. 51% of millennials also said they will be shopping for deals. Following these were generation X (35%) and baby boomers (24%). Only 8% of the silent generation is looking to spend in the sales this year, making this the lowest proportion of Black Friday spenders.
Which generations will spend the most this Black Friday?
Generation X is planning to spend the most on average (£217); however, this is still a 36% decrease from 2021. Millennials were just behind, with shoppers reducing their average spending by 33% to £209. Baby boomers follow with a budget of £168 in 2022, 38% less than their average spend in 2021 (£271).
Those from generation Z had the smallest reduction in their spending, cutting back from £175 in 2021 to £149 in 2022. The silent generation has cut back on their Black Friday spending more than any other generation, spending 41% less in 2022 (£97) than they did in 2021 (£163).
How are different generations planning to shop in the Black Friday sales?
Interestingly, generation X (53%) and baby boomers (53%) are more likely to shop only online than any other generation. Generation Z was the least likely to shop online only, with only 34% opting to use this method. Generation Z was also the most likely to shop in-store only (16%), closely followed by the silent generation (14%).
The regions with the most Black Friday shoppers in 2022
Residents in Northern Ireland are most likely to take part in Black Friday shopping, with 53% saying they will spend this year. London is the next most likely at 51%, followed by the East Midlands (45%), North East (44%) and the West Midlands (39%). The regions least likely to take part were the East of England and the South West, where only 33% say they will do some Black Friday or Cyber Monday shopping.
Which regions of the UK will spend the most this Black Friday?
The Scottish are expected to spend the most in the Black Friday and Cyber Monday sales in 2022, with each shopper spending £257 on average. The next biggest total spenders are those in the East Midlands (£225), followed by London (£206) and Yorkshire and the Humber (£204). Those in the North East are expected to spend just £143 per person, making it the region likely to spend the least over the Black Friday weekend.
In-store vs online spending in different regions this Black Friday
Londoners are the most likely to still be shopping on the high street this Black Friday, with 62% planning to either shop in-store only or use a hybrid method of in-store and online shopping. This was closely followed by Yorkshire and the Humber (57%) and the West Midlands (55%).
Those in the East of England are the least likely to be shopping on the high street in 2022, with 57% planning to shop only online this Black Friday. Wales was close behind, with 56% of residents choosing to shop only online.
Is the hype around Black Friday starting earlier each year?
When do people start searching for Black Friday sales?
Results from an analysis of Google Trends data show 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 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.
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.

Are Brits planning to spend?
The number 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 sales, 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.
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 their 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.
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 in in-person shopping swings towards men, with 16% saying they will shop in-store compared to 14% of women.
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.
How much is each generation planning to spend?
Generation X is 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 has 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.
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. Generation 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.
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.
How much will each region spend on Black Friday?
Londoners are expected to spend the most on 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 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 Black Friday sales?
Results from an analysis of Google Trends data show 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 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.
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.