The focus is on intentional purchases over spontaneous shopping, with nearly three quarters (72%) saying they want to avoid impulse buys.
The deals season – traditionally infamous for impulse buys – used to be defined by quick purchasing decisions, whereas shoppers are now more likely to create and stick to a Black Friday must-have list, according to research of 2,000 UK adults from Vodafone.
The proof is in the planning; Brits are looking to make just three purchases this year and have £180 set aside to do so. Moreover, 89% of that budget is earmarked for tech (£160), which has remained a top Black Friday shopping priority for over half (58%) in 2024 – a trend consistent with 2023 (also 58%).
Unsurprisingly, most people hunt diligently for bargains when planning to invest in big ticket items, often waiting for annual or seasonal deals events. This is reflected in Brits’ top Black Friday shopping list staples: mobile phones (25%) and other tech items (28%), such as TVs and tablets, top the list of Black Friday essentials, joined by clothing (33%) and kitchen tech (20%).
Three in five (61%) say they actively look at the sustainable options offered by retailers such as recycling programmes (53%), ethical company procedures (48%) and trade-in deals (42%) before making a purchase.
To help navigate deals and make more mindful shopping choices, Vodafone has worked with Consumer rights expert Martyn James on some top tips for consumers this Black Friday.
Martyn said: “As we approach Black Friday, Vodafone’s latest research has confirmed that the ongoing cost-of-living crisis has made shoppers more mindful.
“It’s clear that people around the UK are not only searching more diligently for better deals but are also placing more emphasis on the durability and long-term value of the products.”
Martyn’s Top Tips
1. Have an agenda
It’s never a good idea to go to a supermarket hungry and the same goes for Black Friday.
2. Know what an item is worth
Don’t be fooled by steep discounts – many of these aren’t the bargains they appear to be once you do a little research.
3. Compare prices
There are plenty of free price comparison sites available for popular brands and products, and many of the best ones track the value of an item over time.
4. Make use of your phone’s digital wallet
Keeping track of different loyalty cards, VIP memberships and discount websites can be a challenge.
5. Check out trade-in options
Retailers and networks often have trade-in programmes, especially when it comes to buying tech such as a mobile phone or TV. They offer extra discounts if you trade in an older device and can help to lower the cost of a new one.
6. Use money saving apps
Lots of money saving apps allow you to link your debit and credit cards to them, giving you money off and discounts as you spend.
7. Coupons, vouchers, cashback and extra deals
There are several websites that collect voucher codes offering discounts at checkout. So, before clicking ‘buy’, take a moment to check online for any available offers.
8. Think before you click
To avoid impulse buys, don’t check out before thinking your purchase through.
9. Pay with plastic
If you spend over £100 on a credit card, you gain extra legal protection in case the goods or services you purchase aren’t as advertised or fail to work.
10. Buyer’s regret? Don’t worry!
Luckily, the law gives you 14 days to change your mind and receive a full refund if you experience buyer’s remorse after an online shopping spree.
Vodafone’s Black Friday deals will be live this week with savings of up to £1,100 and extra offers for those choosing to trade-in old devices. Those who want to get a head start can see Vodafone’s latest offers here.
Rob Winterschladen, Consumer Director at Vodafone UK said: “With Vodafone turning 40 this year, we’ve looked back at shopping habits to see how they’re continuing to change.
“Our research shows that Brits are prioritising essential purchases, with nearly three quarters saying they want to avoid impulse buys, but tech remains a top priority.
“Unsurprisingly, mobile phones are high on the list of priorities, with one in four brits having them on their Black Friday shopping list.”