Black Friday and Cyber Monday statistics | 2022
Latest statistics suggest that Black Friday spending will drop by almost a fifth to just under £4 billion in 2022.
In 2022, Black Friday falls on 25 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 £3.95 billion on Black Friday and Cyber Monday purchases this year, according to our latest research. Find out the latest 2022 Black Friday and Cyber Monday statistics and how spending behaviours compare to the previous 3 years.
The latest Black Friday and Cyber Monday statistics
Black Friday spending set to drop in 2022, as cost of living crisis bites
Finder research has revealed that Brits shopping the Black Friday and Cyber Monday sales this year 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.
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.
| 2022 | 2021 | 2020 | 2019 | |
|---|---|---|---|---|
| % spending on Black Friday/Cyber Monday | 39% | 33% | 39% | 42% |
| Average spend | £189.59 | £275.00 | £295.67 | £251.20 |
| Total Spend | £3,946,215,588 | £4,755,603,468 | £5,988,444,539 | £5,555,089,845 |
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.
In-store vs online shopping this Black Friday
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
Which gender will spend the most money?
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.
| 2022 | 2021 | 2020 | 2019 | % change from 2021 | % change from 2020 | % change from 2019 | |
|---|---|---|---|---|---|---|---|
| Men | £205 | £335 | £349 | £289 | -39% | -4% | 16% |
| Women | £174 | £190 | £243 | £215 | -8% | -22% | -12% |
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.
Generational differences in Black Friday shopping
Which generations are more likely to shop the sales?
Generation Z have 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 are looking to spend in the sales this year, making this the lowest proportion of Black Friday spenders.
| Generation | Yes | No |
|---|---|---|
| Gen Z (Born after 1996) | 65.37% | 34.63% |
| Millennials (1981-1996) | 50.70% | 49.30% |
| Gen X (1965-1980) | 34.50% | 65.50% |
| Boomers (1946-1964) | 24.25% | 75.75% |
| Silent (1928-1945) | 7.95% | 92.05% |
Which generations will spend the most this Black Friday?
Generation X are 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 have cut back on their Black Friday spending more so than any other generation, spending 41% less in 2022 (£97) than they did in 2021 (£163).
| Generation | 2022 | 2021 | 2020 | 2019 | % change from 2021 | % change from 2020 | % change from 2019 |
|---|---|---|---|---|---|---|---|
| Gen Z (Born after 1996) | £149 | £175 | £130 | £261 | -15% | 35% | -33% |
| Millennials (1981-1996) | £209 | £271 | £372 | £253 | -23% | -27% | 7% |
| Gen X (1965-1980) | £217 | £339 | £303 | £261 | -36% | 12% | 30% |
| Boomers (1946-1964) | £168 | £310 | £253 | £232 | -46% | 23% | 33% |
| Silent (1928-1945) | £97 | £163 | £225 | £162 | -40% | -28% | 0.5% |
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 were the least likely to shop online only, with only 34% opting to use this method. Generation Z were also the most likely to shop in-store only (16%), closely followed by the silent generation (14%).
| Generation | Online only | Online and in-store | In-store only | Not sure |
|---|---|---|---|---|
| Gen Z (Born after 1996) | 33.77% | 49.67% | 15.89% | 0.66% |
| Millennials (1981-1996) | 45.71% | 41.55% | 8.03% | 4.71% |
| Gen X (1965-1980) | 52.54% | 37.29% | 5.08% | 5.08% |
| Boomers (1946-1964) | 52.60% | 22.73% | 12.99% | 11.69% |
| Silent (1928-1945) | 42.86% | 42.86% | 14.29% | 0.00% |
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.
| Region | % who will spend in sales |
|---|---|
| Yorkshire and the Humber | 37.57% |
| London | 51.48% |
| South West | 32.57% |
| South East | 34.06% |
| Wales | 38.32% |
| Scotland | 35.71% |
| West Midlands | 39.00% |
| North West | 39.63% |
| North East | 43.82% |
| East of England | 32.56% |
| Northern Ireland | 53.23% |
| East Midlands | 44.52% |
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 that is likely to spend the least over the Black Friday weekend.
| Region | 2022 | 2021 | 2020 | 2019 | % change from 2021 | % change from 2020 | % change from 2019 |
|---|---|---|---|---|---|---|---|
| East of England | £188 | £130 | £265 | £315 | 45% | -51% | -59% |
| East Midlands | £225 | £134 | £262 | £216 | 68% | -49% | -38% |
| London | £206 | £468 | £422 | £375 | -56% | 11% | 25% |
| North East | £143 | £218 | £293 | £269 | -34% | -26% | -19% |
| North West | £173 | £219 | £299 | £227 | -21% | -27% | -4% |
| Northern Ireland | £181 | £246 | £329 | £171 | -26% | -25% | 44% |
| Scotland | £257 | £292 | £289 | £214 | -12% | 1% | 36% |
| South East | £166 | £149 | £254 | £340 | 11% | -41% | -56% |
| South West | £148 | £280 | £274 | £196 | -47% | 2% | 43% |
| Wales | £201 | £338 | £292 | £139 | -40% | 15% | 142% |
| West Midlands | £174 | £202 | £258 | £183 | -14% | -21% | 10% |
| Yorkshire and the Humber | £204 | £224 | £249 | £163 | -9% | -10% | 38% |
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 to use a hybrid method of both 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.
| Region | Online only | Online and in-store | In-store only | Not sure |
|---|---|---|---|---|
| Yorkshire and the Humber | 40.00% | 50.77% | 6.15% | 3.08% |
| London | 34.43% | 54.10% | 8.20% | 3.28% |
| South West | 47.37% | 36.84% | 8.77% | 7.02% |
| South East | 54.26% | 29.79% | 9.57% | 6.38% |
| Wales | 56.10% | 26.83% | 9.76% | 7.32% |
| Scotland | 47.27% | 32.73% | 10.91% | 9.09% |
| West Midlands | 41.03% | 44.87% | 10.26% | 3.85% |
| North West | 51.16% | 32.56 | 11.63% | 4.65% |
| North East | 35.90% | 38.46% | 15.38% | 10.26% |
| East of England | 57.14% | 26.79% | 12.50% | 3.57% |
| Northern Ireland | 42.42% | 48.48% | 6.06% | 3.03% |
| East Midlands | 47.69% | 32.31% | 13.85% | 6.15% |
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.
| 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.
-
For all media enquiries, please contact
Matt Mckenna
UK communications manager
T: +44 20 8191 8806Check 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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