Black Friday shoppers plan to spend £304 treating themselves as bargain hunters splash out

Black Friday shoppers are preparing to splash out more than £300 on treating themselves this year, with many putting money aside for months to bag a bargain on something they've had their eye on.

New research suggests the November sales event is increasingly becoming an opportunity for shoppers to indulge themselves rather than simply get ahead with their Christmas shopping.

A survey of 2,000 adults who regularly shop during Black Friday found that 35 per cent intend to buy something for themselves rather than concentrate on presents for friends and family.

On average, shoppers expect to spend £304.33 on personal treats – an increase of £170.33 compared with last year.

More than three in 10 (32 per cent) admitted they felt they deserved a reward, while 41 per cent said they had deliberately waited for the sales before making a purchase.

Almost three in 10 (29 per cent) had spent the previous three months thinking about what they wanted to buy.

Fashion topped the list of planned purchases, with 25 per cent intending to snap up clothing, followed by beauty products (20 per cent) and small household appliances (16 per cent).

Millennials look set to be the biggest spenders, with those in the generation expecting to part with an average of £386.34 on themselves.

The research was commissioned by Samsung ahead of its Black Friday promotions, which launch on November 4, with the main shopping event falling on Friday, November 27.

But while some shoppers are planning smaller indulgences, others are saving for more expensive purchases.

Around 21 per cent intend to make a major purchase and have been planning it for up to three months.

To afford their shopping wish lists, people are prepared to make sacrifices elsewhere, with a quarter cutting back on takeaways and eating out, 20 per cent reducing spending on coffees and snacks and 19 per cent avoiding nights out.

More than a quarter (28 per cent) believe a larger, carefully planned purchase feels more rewarding than a spontaneous little treat, while 47 per cent say the discount makes it easier to justify the expense.

Technology is particularly popular, accounting for 23 per cent of planned big-ticket purchases, including smartphones, tablets, laptops and televisions.

Getting value for money is also important, with half of respondents believing a more expensive electronic product can be worth the investment if it lasts longer.

Better features and performance were important to 43 per cent, while the same proportion said buying from a trusted brand helped justify spending more.

Zeena Hill, a spokesperson for Samsung, said shoppers were increasingly looking beyond the initial price tag when deciding what represents a genuine bargain.

She said: “The smartest shoppers aren’t chasing the lowest price tag, they’re hunting for long-term value.”

The survey also found that 14 per cent had delayed upgrading their mobile phone specifically to take advantage of Black Friday discounts.

Among those waiting, 42 per cent said they were pleased they had held off, while others were hoping to secure better value or a more attractive deal.

Zeena added that the sales offered an opportunity to invest in products that could deliver benefits long after the discounts had disappeared.