VIGA has conducted a new research on behalf of PriceSpy, the fully impartial price and product comparison service, that found that over half (56%) of Brits are planning to shop on Black Friday this year, up 16% from 2017.
The data revealed growth increases in the product categories that shoppers will be buying from, with the largest majority (65%) of Brits planning on buying gadgets & electronics, up 10% from last year. This is followed by fashion (41%), up 4%, toys, children & baby (37%) and beauty & health (31%), which are both up 1% from last year.
Whilst Black Friday is traditionally associated with deals on gadgets and electronics, in 2017 PriceSpy witnessed the biggest savings in its home & garden category. With an average saving of 15%, approximately 83% of the products in the home & garden category had a lower price on Black Friday last year compared to the 1st of November.
In terms of price reductions, PriceSpy data shows that 86% of products in its audio & video category were cheaper than 2017. This was followed by·Home & garden (83%), Games & consoles (71%), Computer & Accessories (67%), and Phones & GPS (61%).
“The high street is in a constant state of discounting, battling against persistent competition from online retailers. Although Black Friday is traditionally associated with technology and gadgets, savvy shoppers are aware that some retailers typically hike their prices up before Black Friday, appearing to offer bigger discounts. Or that prices can simply be cheaper at other times of the year. We encourage shoppers to check the price history of the product to understand the best time to buy and ensure they’re getting a good deal,” commented Vanessa Katsapa, country manager UK & Ireland at PriceSpy.
Although there are evidently great deals to be had across multiple categories, PriceSpy also warns that Brits are at risk of falling victim to too-good-to-be-true sales this Black Friday. Whilst perfume was the second most clicked on product type on PriceSpy on Black Friday last year, 34% of the perfumes listed on PriceSpy had a higher price on Black Friday compared to the 1st of November 2017.