Black Friday shoppers are gearing up to splurge an average of £240 on themselves, despite the day traditionally being all about Christmas gift-buying.
The research of 2,000 adults found 51 per cent are planning to make the most of the sales this year, and of those, 70 per cent are doing it to treat themselves.
A quarter (24 per cent) said they’re more likely to indulge in a spot of self-gifting when prices are slashed, as they feel less guilty when there’s a discount involved.
More than one in five (22 per cent) confessed they simply can’t resist picking up something nice for themselves – even when they’re meant to be shopping for others.
And a further 16 per cent admitted they’d rather buy what they want now, instead of waiting until Christmas and risking disappointment, according to the poll commissioned by Rakuten [http://www.rakuten.co.uk/].
When it comes to what they’re eyeing up, clothes (52 per cent), tech (35 per cent) and beauty products (31 per cent) are top of the list.
Bola Sol, savings expert for the cashback and rewards platform, said: “Black Friday has evolved from being just about Christmas shopping to becoming a moment where people prioritise themselves too.
“After another financially challenging year, many shoppers are taking a more mindful approach such as weighing up genuine needs versus impulse buys.
“For some, it’s the perfect time to replace essentials or finally invest in something they’ve been saving towards.
“For others, it’s a well-deserved chance to treat themselves, without the guilt that comes with paying full price.
“This shift towards intentional self-purchasing reflects how people are becoming more deliberate, measured, and value-driven in their spending habits.”
It also emerged 17 per cent will be hunting for deals on experiences and 14 per cent are after bargain homeware.
Another 13 per cent hope to grab discounted white goods when prices tumble later this month.
To make their money stretch further, 37 per cent are setting strict budgets before diving in, and 35 per cent will be cashing in vouchers they’ve been sitting on all year.
Over a quarter (28 per cent) plan to use cashback providers to earn while they spend and stack their savings, and 20 per cent will splash out using cashback funds they’ve already built up.
In fact, 19 per cent have been saving all year especially for the sales – stashing away an average of £400 to make the most of Black Friday bargains.
The research, which was carried out by OnePoll, also explored how much those buying Christmas gifts typically spend during Black Friday or otherwise – with the average amount coming in at £626 last year.
Bola Sol, from Rakuten, added: “Today’s shoppers are planning ahead, tracking prices, and being far more strategic about their purchases.
“Gone are the days of panic splurges or buying for the sake of it, people want to feel confident that their money is being well spent.
“Cashback sites, discount codes, and loyalty schemes are now key parts of this smarter shopping mindset, helping consumers stretch their pounds further.
“It shows that people are thinking long-term about their finances and using practical tools to turn everyday spending into meaningful savings, not just during Black Friday, but well beyond it.”
BOLA SOL SHARES SEVEN EASY WAYS TO SAVE THIS CHRISTMAS:
1. Set a gift budget early and stick to it: Festive spending can snowball fast if intentions aren’t clear. Decide how much you're spending per person and bring the family in on the plan. Focus on thoughtful, meaningful gifts that make a big impact without blowing the budget.
2. Consider group gifting: Team up with family or friends and pool your budgets. It’s a great way to stretch your spend and go in on something extra special. Not only does it take the pressure off your own wallet, but it means the lucky recipient gets a gift they’ll genuinely love (and actually use).
3. Think of your future self: It’s easy to get caught up in the moment over Christmas, but try to think about how you’ll feel in January. Spend within your means where possible, and if you do use credit, treat it like cash by aiming to pay it off before any interest is added.
4. Double-check delivery costs: Make sure to check how much you are paying for delivery when purchasing Christmas gifts online. If delivery fees are high, check to see if there is a cheaper option to collect the item from a store nearby.
5. Search for promotional codes: Taking a few minutes to hunt down promo codes can seriously boost your Christmas shopping savings. And if a first-time buyer code is floating around, don’t be afraid to use a backup email.
6. Check out referral schemes: If you’re loving a product or service, don’t keep it to yourself. Share the love and see if there’s a referral bonus in it for you. It’s a simple way to boost your own festive funds, and your friends and family get to save a little extra too.
7. Shop through to a cashback site: Sign up to a cashback site and you can earn money back on your festive buys – perfect for topping up next year’s Christmas fund (or treating yourself to a January pick-me-up).
