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Press Release: Generation Y & Z take advantage of fashion and tech deals on this year’s Black Friday

Early indications are that shoppers will have spent in excess of £2bn on Black Friday or Cyber Monday, up around 30% from 2014, with online sales breaking the £1bn barrier for the first time.

Future Thinking, the business intelligence research consultancy and Toluna carried out a survey and analysed the results of 2,200 respondents across the UK, asking shoppers what they purchased on Black Friday this year.

Context of Black Friday 2014:

  • Over £810m was spent by British shoppers in 2014 (IMRG data)
  • Over 400,000 internet orders were placed in 2014 (data from Postcode Anywhere)
  • Online spend up 37.5% (Barclaycard)
  • BRC estimated that online accounted for over 20% of sales
  • UK retail sales grew 0.9%, on a like-for-like basis from November 2013(BRC-KPMG Retail Sales Monitor November 2014)
  • Black Friday 2014 was Amazon’s busiest day on record

Survey Question:

 Which of the following did you buy on Black Friday this year?

  • Smartphone/ Mobile
  • TV/ HiFi
  • MP3 player/ portable music player
  • Tablet/ Laptop/ E-reader
  • Gaming Console/ Games
  • Fashion/ Clothing /Shoes/ accessories
  • Toys
  • Books
  • Large electricals – washing machine, dishwasher etc
  • Small electricals or  kitchen electricals – coffee machine, slow cooker etc
  • Christmas decorations
  • Something else
  • I didn’t attempt to buy anything on Black Friday
  • I thought I would buy but in the end I couldn’t be bothered
  • I looked for deals but didn’t see anything I wanted
  • I tried to get a deal but it was sold out / website was down
  • I wasn’t aware of Black Friday (single code only)

Results:

Results from an online poll of 2,200 shoppers revealed that whilst 42% didn’t attempt to purchase anything on Black Friday, for younger generations it was an event not to be missed.

Whilst only 27% of under 18’s didn’t attempt to buy anything (compared to 41% of 35-54 year olds and 60% of over 55’s) of those that did, 22% took advantage of discounts on fashion items (clothing/shoes/accessories). In addition electrical items, whether TV/hifi’s, gaming consoles or tablets were popular choices.

Interestingly 10% of those polled failed to purchase any items despite intending to capitalise on Black Friday, as they didn’t see anything they wanted. The good news for retailers was that they appeared to meet consumer needs – only 1% reported trying to get a deal but couldn’t as it was sold out or had problems with websites being down.

Under 18’s:

  • 27% didn’t attempt to buy anything
  • 11% looked for deals but didn’t see anything they wanted
  • 7% thought they would buy but in the end couldn’t be bothered
  • 22% purchased fashion items (clothing/shoes/accessories)
  • 9% purchased TV/hifi
  • 7% purchased gaming console / games
  • 5% purchased MP3 player/ portable music player
  • 5% purchased tablet/laptop/e-reader

18-34 year olds:

  • 25% didn’t attempt to buy anything
  • 9% looked for deals but didn’t see anything they wanted
  • 18% purchased fashion items (clothing/shoes/accessories)
  • 8% purchased toys
  • 7% purchased TV/hifi
  • 6% purchased gaming console / games
  • 7% purchased MP3 player/ portable music player
  • 9% purchased tablet/laptop/e-reader

35-54 year olds:

  • 41% didn’t attempt to buy anything
  • 11% looked for deals but didn’t see anything they wanted
  • 8% purchased fashion items (clothing/shoes/accessories)
  • 6% purchased toys
  • 6% purchased books
  • 5% purchased gaming console / games
  • 6% purchased tablet/laptop/e-reader

55+

  • 60% didn’t attempt to buy anything
  • 9% looked for deals but didn’t see anything they wanted
  • 5% purchased fashion items (clothing/shoes/accessories)
  • 4% purchased books


What does this mean?

Claudia Strauss, Head of Launch at Future Thinking comments: “Initial indications are that despite lower in-store footfall, this was balanced with increased online sales and the good news for the majority of retailers is that fulfilment has largely been a success. Retailers certainly appeared more organised than 2014 with many having a clearly planned strategy to spread discounts across a number of days. Their aim will be to protect their margins rather than adopting a mass discounting approach to try to ensure the overall Christmas period is a festive and financial success.”

Head of Shopper Insight at Future Thinking Noreen Kinsey adds: “As predicted in our pre Black Friday mini poll, younger generations embraced Black Friday and capitalised on discounts within fashion but also for tech goods, including smartphones and tablets. Older generations are not embracing Black Friday with 60% of over 55’s failing to get involved. It may be that the chaotic scenes of previous years are still in people’s minds or that their heads have been turned by some retailer’s “discount season” promotions and haven’t been lured by time-pressured offers.”

Overview:

Survey size: 2200

Males: 797 (35%)

Females: 1403 (64%)

Under 18’s: 54 (2%)

18-34: 663 (30%)

35-54: 809 (37%)

55+: 678 (31%)

 

Table1: Overall view

Items purchased Anticipated Actual
I didn’t attempt to buy anything on Black Friday 42%
I looked for deals but didn’t see anything I wanted 10%
Fashion/ Clothing /Shoes/ accessories 10% 11%
Tablet/ Laptop/ E-reader 8% 5%
Toys 7% 5%
Smartphone/ Mobile 6% 4%
TV/ HiFi 6% 4%
Gaming Console/ Games 6% 4%
Books 6% 4%
Something else 6% 7%
Small electricals or  kitchen electricals – coffee machine, slow cooker etc 4% 4%
MP3 player/ portable music player 3% 3%
Large electricals – washing machine, dishwasher etc 2% 1%
Christmas decorations 2% 2%
I’m not aware of Black Friday / I wasn’t aware of Black Friday 5% 3%
I’m aware of Black Friday, but don’t intend to buy anything 50%
I thought I would buy but in the end I couldn’t be bothered 2%
I tried to get a deal but it was sold out / website was down 1%

Table2: Overview by age

Under 18’s 18-34 35-54 55+
Smartphone/ Mobile 3% 9% 3% 1%
TV/ HiFi 9% 7% 3% 1%
MP3 player/ portable music player 5% 7% 1% 0%
Tablet/ Laptop/ E-reader 5% 9% 6% 1%
Gaming Console/ Games 7% 6% 5% 1%
Fashion/ Clothing /Shoes/ accessories 22% 18% 8% 5%
Toys 3% 8% 6% 2%
Books 0% 3% 6% 4%
Large electricals – washing machine, dishwasher etc 1% 1% 1% 1%
Small electricals or  kitchen electricals – coffee machine, slow cooker etc 1% 4% 4% 2%
Christmas decorations 0% 3% 1% 1%
Something else 5% 8% 7% 7%
I didn’t attempt to buy anything on Black Friday 27% 25% 41% 60%
I thought I would buy but in the end I couldn’t be bothered 7% 1% 2% 2%
I looked for deals but didn’t see anything I wanted 11% 9% 11% 9%
I tried to get a deal but it was sold out / website was down 5% 2% 1% 1%
I wasn’t aware of Black Friday 3% 4% 3% 4%

Overview by gender:

Males Females
Smartphone/ Mobile 4% 4%
TV/ HiFi 5% 3%
MP3 player/ portable music player 3% 3%
Tablet/ Laptop/ E-reader 6% 5%
Gaming Console/ Games 6% 3%
Fashion/ Clothing /Shoes/ accessories 5% 14%
Toys 4% 6%
Books 6% 3%
Large electricals – washing machine, dishwasher etc 2% 0%
Small electricals or  kitchen electricals – coffee machine, slow cooker etc 4% 3%
Christmas decorations 2% 1%
Something else 6% 8%
I didn’t attempt to buy anything on Black Friday 47% 39%
I thought I would buy but in the end I couldn’t be bothered 2% 2%
I looked for deals but didn’t see anything I wanted 8% 11%
I tried to get a deal but it was sold out / website was down 1% 2%
I wasn’t aware of Black Friday 4% 3%

Media contacts

John Whittaker, Future Thinking: 01865 336 400; john.whittaker@futurethinking.com
Amy Williams/Karl Wiseman /Lizzy Chesters, Redleaf: 0207 382 4747; futurethinking@redleafpr.com

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