Black Friday shoppers ditch luxury treats for household essentials as cost-of-living fears bite
Forget flashy gadgets and luxury treats – struggling households are using Black Friday to stock up on everyday necessities, with some relying on discounts to afford things they desperately need.
Britain's Black Friday bargain hunters are increasingly turning to the sales to afford the basics.
With household budgets under pressure, shoppers are putting everyday essentials ahead of festive treats, with some admitting they are relying on discounts to buy things they would otherwise struggle to afford.
A study of 2,000 adults found three in 10 are worried about covering everyday costs, while 52 per cent fear rising energy bills this winter. As a result, half now see Black Friday as the perfect chance to snap up things they NEED rather than simply WANT.
Everyday clothing tops the essentials shopping list, with 26 per cent planning to buy clothes. Almost one in five (19 per cent) are hunting for new school shoes for their children, while toiletries (15 per cent) and cleaning products (13 per cent) are also on the list. Four in 10 shoppers say necessities will take priority over presents for others (33 per cent) and treats for themselves (18 per cent).
And bargain hunting is becoming a carefully planned operation. Among those intending to shop, 65 per cent have deliberately delayed buying an essential or expensive item to grab it cheaper during the sales. Worryingly, 13 per cent are counting on Black Friday offers to afford necessities they would otherwise struggle to buy, while a further 18 per cent have something they desperately need but cannot yet afford.
The research, commissioned by cashback firm Rakuten and conducted by OnePoll, estimates the average Black Friday spend will reach £330. Men expect to splash out considerably more than women, budgeting £393 compared with £267. Technology and electronics will attract 54 per cent of shoppers, followed by large appliances such as washing machines and dishwashers (30 per cent) and furniture (29 per cent).
Savvy shoppers are also squeezing extra value from cashback schemes. Almost a quarter (23 per cent) use cashback providers on every Black Friday purchase, while 27 per cent plan to put their cashback towards January bills.
Rakuten's Bola Sol said shoppers were becoming smarter, focusing on planned purchases rather than impulse buys. Her advice? Set a spending limit, make a shopping list, check delivery costs and use voucher codes and cashback – but don't be tempted by deals on things you don't actually need.