Black Friday has cemented its position as a critical fixture in the UK retail calendar. This white paper, drawing on our latest nationwide research, reveals a dramatic surge in planned consumer spending, coupled with an growing sense of obligation among shoppers. Our findings indicate that the average Black Friday shopper is preparing to spend £264.70, marking a substantial 44% increase from the £184.60 planned in 2024.
Black Friday: Still a UK Favourite
So, where is all this spending going?
- £98.60 on themselves
- £82.80 on partners
- £76.20 on family and relatives
- £43.60 on friends
- £35.50 on their pets (Yes, even our furry friends are getting in on the Black Friday action!)
Rising pressure to spend
Our research also uncovered a growing sense of obligation around the sales. This year, 27% of Brits say they feel pressure to shop on Black Friday - a notable jump from 2024, rising by 13%.
How Brits plan to shop
While online shopping remains king, with 67% planning to browse and buy from the comfort of their own home, many shoppers will still take to the shops, with 17% saying they will head to the high street and 11% looking to visit discount outlets.
A mix of payment methods
As spending rises, so does the variety of payment options consumers intend to use:
- 54% will pay with a debit card
- 41% with a credit card
- 27% with cash
- 13% using a Buy Now Pay Later (BNPL) services
Our expert advice: How to get the best Black Friday Deals
Our shopping an money-saving expert, Sarah-Jane Outten, says the research highlights the growing appetite for Black Friday deals but also increasing financial pressures.
“While it’s clear that Black Friday remains a firm fixture in the UK retail calendar, our research shows a significant rise in spending and financial pressure for shoppers in 2025. It’s encouraging to see many consumers expecting strong savings – but it’s more important than ever to shop smart, plan ahead, and avoid overspending,” Sarah-Jane explains.
“To help shoppers make the most of the sales without blowing the budget, here’s my top five Black Friday money-saving tips:
- Create a budget and stick to it. Know what you can afford before you start browsing to avoid impulse buys.
- Make a list of what you actually need. Don’t get swayed by flashy discounts on things you never intended to buy.
- Compare prices across retailers. A deal isn’t always as good as it looks - check around before clicking ‘buy’.
- Sign up for alerts in advance. Many retailers offer early access or exclusive discounts to email subscribers.
- Use discount voucher websites like MyVoucherCodes. Always check for promo codes before you check out - stacking discounts can lead to the biggest savings.”
* This online survey of 2000 UK adults, was commissioned by Front Door Communications on behalf of MyVoucherCodes and conducted by market research company OnePoll, in accordance with the Market Research Society's code of conduct. Data was collected between 02/10/2025 and 06/10/2025. All participants are double-opted in to take part in research and are paid an amount depending on the length and complexity of the survey. This survey was overseen and edited by the OnePoll research team. OnePoll are company partners of the MRS and has corporate membership to ESOMAR. ** These findings are from a study released by Sago between September 6th and 8th 2024 among a random selection of 2242 of GB adults ages 18+ who are online panellists of Sago’s Community. The results were weighted by age, gender, region, and ethnicity to match the population, according to Census data. For comparison purposes, a probability sample of this size has an estimated margin of error (which measures sampling variability) of +/- 2.5%, 19 times out of 20. Discrepancies in or between totals when compared to the data tables are due to rounding. Excerpts from this release of findings should be properly attributed, with interpretation subject to clarification or correction. Sago is the global research and data partner that connects human answers to business questions. Combining a legacy of impact, global reach, and innovative spirit, Sago enables clients to solve business problems through extensive audience access and an adaptive range of qualitative and quantitative solutions.
