Consumers in the UK generally seem unnerved and unmoved by
the supposed hype of Black Friday discounts and sales. Over the Black Friday
weekend, Morar HPI surveyed 1000 UK consumers and revealed their attitudes to
the epic sale. The British public overwhelmingly declared their preference for
the traditional BRITISH shopping extravaganza of Boxing Day, with more than
double preferring this day of sales compared to Black Friday.
57% of people claim Black Friday is ‘a horrible tradition’
and quite surprisingly both young and older British adults particularly vented
their animosity towards the occasion with 43% confirming they ‘hate’ the idea
altogether. The Independent ran
a study highlighting the fact that the majority of Brits believe Black
Friday is little more than a marketing ploy and this correlates with Consumer
Group Which? reports that
last year's Black Friday deals were cheaper or available at the same price at
other times of year.
However, and despite the indifference and attitudes of
partial hatred towards Black Friday, Brits notoriously tend to say one thing
and do another, as proven by the fact that retailers are raking in the profits
from the phenomenon. The Standard reported
“Shoppers in the UK spent £5.8bn on the 2016 Black Friday sales – an increase
of 15 per cent on 2015” and Black Friday expenditure in 2017 reached a massive £8bn.
Lest we forget that us Brits are the savviest around. Our
study pinpointed the fact that a quarter of people are shrewd Christmas
shoppers, benefitting from Black Friday to buy Christmas presents on the cheap.
Although Brits are not overtly grateful for this inherited American tradition, we’re always capable of sniffing out a good deal.