Britain's cost- and sustainability-conscious consumers plan to spend less this Black Friday, but tech remains a top priority.
- New research from Vodafone reveals conscious shoppers plan to purchase just three items during this year’s Black Friday sales.
- The average Brit has set aside £180 for Black Friday spending, with a significant 89% (£160) of that budget earmarked for tech and device purchases.
- Three-quarters (72%) of shoppers plan to actively avoid impulse purchases, while 61% will seek sustainable shopping options, such as recycling and trade-in deals.
- Consumer expert Martyn James shares top tips for navigating Black Friday deals and making mindful shopping choices.
- Black Friday deals from Vodafone offer savings of up to £1,100 on the latest tech including extra trade-in discounts to encourage sustainable shopping.
With Black Friday fast approaching, new research reveals that the nation is taking a mindful approach to spending this year, focusing on intentional purchases over spontaneous shopping, with nearly three quarters (72%) saying they want to avoid impulse buys.
The deals season – traditionally infamous for impulse buys – used to be defined by quick purchasing decisions, whereas shoppers are now more likely to create and stick to a Black Friday must-have list, according to research from Vodafone.
The proof is in the planning; Brits are looking to make just three purchases this year and have £180 set aside to do so. Moreover, 89% of that budget is earmarked for tech (£160), which has remained a top Black Friday shopping priority for over half (58%) in 2024 – a trend consistent with 2023 (also 58%).
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With the cost-of-living conversation far from over and the recent Budget announcement meaning over half (54%) of consumers are conscious of overspending, Black Friday browsers say they want to be stricter with their choices. In fact, Brits shopping in the sales this year plan to invest only in products they need (74%), will last (74%), and that align to their values (52%).
Unsurprisingly, most people hunt diligently for bargains when planning to invest in big ticket items, often waiting for annual or seasonal deals events. This is reflected in Brits’ top Black Friday shopping list staples: mobile phones (25%) and other tech items (28%), such as TVs and tablets, top the list of Black Friday essentials, joined by clothing (33%) and kitchen tech (20%).
The research shows a shift in shopping habits, with only 11% of the nation not having a plan or a list for purchases this year, versus up to 40% of the nation in previous years (2021-2023).
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Shelved purchases are a contributing factor to Brits’ shifting shopping habits, with nearly a quarter (23%) admitting to never using or wearing things they bought in the sales as long as five years ago and one-in-five (20%) regretting their purchases.
This comes as part of a broader movement towards more sustainable shopping habits, with more and more people actively avoiding fast fashion and one-off purchases that don’t serve a lasting purpose.
In fact, three-in-five (61%) say they actively look at the sustainable options offered by retailers such as recycling programmes (53%), ethical company procedures (48%) and trade-in deals (42%) before making a purchase.
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Rob Winterschladen, Consumer Director, Vodafone UK said: “With Vodafone turning 40 this year, we’ve looked back at shopping habits to see how they’re continuing to change. Our research shows that Brits are prioritising essential purchases, with nearly three quarters saying they want to avoid impulse buys, but tech remains a top priority.
“Unsurprisingly, mobile phones are high on the list of priorities, with one-in-four Brits having them on their Black Friday shopping list. We’re offering great deals across new tech. We also have deals on refurbished devices, along with additional trade-in savings, giving customers extra savings when they trade-in their old devices.”
To help navigate deals and make more mindful shopping choices, Vodafone has worked with consumer rights expert Martyn James on some top tips for consumers this Black Friday.
Martyn said: “As we approach Black Friday, Vodafone’s latest research has confirmed that the ongoing cost-of-living crisis has made shoppers more mindful.
“It’s clear that people around the UK are not only searching more diligently for better deals but are also placing more emphasis on the durability and long-term value of the products. While sales can often feel a little overwhelming, they do still present a great opportunity to get great discounts on those high-ticket items. By following my simple tips, you can spot the duff deals and bag yourself a bargain.”
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Martyn’s Top Tips
1. Have an agenda
It’s never a good idea to go to a supermarket hungry and the same goes for Black Friday. Without a clear plan, it’s easy to end up overspending. Before you start browsing, take a moment to make a list of the gifts you want to buy for Christmas and beyond, along with your budget for each item to help stay focussed. You might even consider adding a few items to your online basket now, so you can monitor any price drops during the event.
2. Know what an item is worth
Don’t be fooled by steep discounts – many of these aren’t the bargains they appear to be once you do a little research. Start by checking the manufacturer’s recommended retail price (RRP) to get a sense of the item’s true value. Then, consider what you’re actually willing to pay. If you’re eyeing up a big-ticket item, decide whether you’d prefer to pay upfront or spread the cost with an interest-free credit option.
3. Compare prices
There are plenty of free price comparison sites available for popular brands and products, and many of the best ones track the value of an item over time, this allows you to see if you’re truly getting a good discount. Some websites even allow you to set up price alerts, sending you a notification when the price drops to a more affordable range, ensuring you never miss a great deal.
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4. Make use of your phone’s digital wallet
Keeping track of different loyalty cards, VIP memberships and discount websites can be a challenge. However, most cashback providers and banks offer virtual cards that you can easily add to your digital wallet on your phone. You can then quickly apply the discounts and take full advantage of any cashback offers from your card providers.
5. Check out trade-in options
Retailers and networks often have trade-in programmes, especially when it comes to buying tech such as a mobile phone or TV. They offer extra discounts if you trade in an older device and can help to lower the cost of a new one. Vodafone for example, has a leading Trade-In Guarantee, it’s the only network to offer new and existing customers an instant, guaranteed saving using the Trade-in Tool in their My Vodafone app. Any phones traded in are either refurbished or responsibly recycled.
6. Use money saving apps
Lots of money-saving apps allow you to link your debit and credit cards to them, giving you money off and discounts as you spend. Other apps allow you to divide up your budgets to make the most of your cash. You can even use apps to find and delete old subscriptions that you’ve signed up but have forgotten about!
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7. Coupons, vouchers, cashback and extra deals
There are several websites that collect voucher codes offering discounts at checkout. So, before clicking ‘buy’, take a moment to check online for any available offers. Simply save the code to your phone and apply it when you reach the checkout to score a better deal.
Many retailers work with cashback websites, so you can get some money back each time you shop if you purchase using the website or app. Don’t pay to join these sites – the best ones are free. You can also transfer the money you get back into a savings app, so you can see how much money you are getting as a return on your shopping.
8. Think before you click
To avoid impulse buys, don’t check out before thinking your purchase through. Drop items that you like the look of into your basket, but don’t feel pressured into purchasing until you’ve done the research to make sure you are getting a bargain. Some retailers will even contact you with discount codes if they see you haven’t committed to buying goods in your online basket!
9. Pay with plastic
If you spend over £100 on a credit card, you gain extra legal protection in case the goods or services you purchase aren’t as advertised or fail to work. Just be sure to pay off the balance straight away to avoid interest. Debit cards also offer a ‘charge back’ feature, allowing you to reclaim funds if you believe you’ve been defrauded. However, it’s always best to avoid transferring money directly from your bank account to pay for goods.
10. Buyer’s regret? Don’t worry!
Luckily, the law gives you 14 days to change your mind and receive a full refund if you experience buyer’s remorse after an online shopping spree. For example, Vodafone’s 14-day Change of Mind Policy allows customers to return or exchange a product or service within 14 days of receiving it. There are a few exceptions, such as holidays or custom-made items, but if you do have second thoughts, it’s not too late to get your money back.
Vodafone’s Black Friday deals will be live this week with savings of up to £1,100 and extra offers for those choosing to trade-in old devices. Deals include discounts on devices such as iPhone 16, tablets and smart watches plus exclusive offers on refurbished tech. For those who want to get a head start, they can see Vodafone’s latest offers on their website.
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Notes to Editors
The research was conducted by Censuswide with 2000 UK Respondents (Nat Rep 18+) between 20.11.2024 and 22.11.2024. Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles. Censuswide are also members of the British Polling Council.
