Black Friday to Dominate Christmas Shopping Plans for Half of Brits, Survey Finds

A survey by GXO Logistics, Inc., the world’s largest contract logistics provider, reveals that over half (54%) of Brits will use Black Friday and Cyber Monday deals to purchase their Christmas gifts this year. With UK consumers planning to spend an average of £352 on Christmas presents, Black Friday emerges as a critical shopping period for many.

The research highlights shifting shopping trends and underscores the importance of tailored retail strategies and robust logistics during the festive period.

Young Shoppers Lead the Black Friday Rush

The survey found striking generational differences in shopping habits:

• 25–34-year-olds are the most likely to rely on Black Friday, with 80% planning to shop during the event. This group also plans to spend the most during these sales—an average of £315, nearly double that of other demographics.
• In contrast, only 30% of those over 55 years old plan to make Black Friday purchases, indicating a preference for more traditional shopping timelines.

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One in Eight Brits Rely on Black Friday for Most Christmas Shopping

The data reveals that 1 in 8 shoppers intend to complete most or all their Christmas shopping during Black Friday sales. This highlights the critical role of the event for retailers to drive revenue and manage inventory.

Martin Newman, known as The Consumer Champion, commented:

“With half of Brits relying on Black Friday, retailers must be ready for a surge in demand, especially from younger shoppers. Stock availability, logistics efficiency, and an omnichannel experience will be pivotal for success.”

Men Less Likely to Depend on Black Friday

The survey also uncovered gender differences in shopping behaviours. Male shoppers in the UK are less likely to delay their purchases for Black Friday deals. Retailers might need to adapt strategies to cater to these early or last-minute shoppers by providing services like gift wrapping and expedited shipping.

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Omnichannel Experiences Remain Essential

Despite the rise of online shopping, brick-and-mortar stores still play a vital role:

• 37% of shoppers reported increased online shopping over the past year.
• However, 21% prefer collecting their online orders in-store, underscoring the need for seamless omnichannel integration.

GXO’s Clicklink® Click and Collect service exemplifies the growing trend, handling 460,000 parcels for retail partners in the week before Christmas last year.

Returns and Customer Satisfaction Shape Spending Decisions

Ease of returns remains a top priority for shoppers:

• Over 50% of consumers say hassle-free returns significantly influence their purchasing decisions.
• Efficient logistics solutions, particularly during peak seasons, are crucial for meeting consumer expectations.

Read More: Study Reveals The New Norms For Returns By Brits

Retailers Urged to Prepare for Peak Demand

Gavin Williams, Managing Director of GXO UK and Ireland, emphasised the importance of data-driven insights for retailers:

“This research provides valuable insights into consumer behavior during peak shopping periods. Retailers must ensure flexible logistics solutions to meet the high omnichannel demand and deliver a seamless shopping experience.”

As the festive shopping season heats up, retailers that prioritise stock availability, customer convenience, and omnichannel options are likely to thrive during Black Friday and beyond.

For the full survey findings, visit GXO Logistics.