One Day Independent Research
The Black Friday Plan
Research led by One Day: The Black Friday Plan
What do people plan to buy, how much will they spend and what makes a Black Friday deal feel credible?
Black Friday creates a concentrated period of shopping activity, but consumers do not all enter the sales with finished lists and fixed budgets. Some are already monitoring prices, while others expect to browse and decide when the offers appear.
In this One Day Independent Research, we surveyed 1000 consumers about their plans for Black Friday and Cyber Monday. We asked whether they expect to buy, how they are preparing, which products they are considering and how much they plan to spend.
The findings reveal an audience with plenty of decisions still to make. Almost half expect to purchase, technology and clothing lead shopping plans, and brands have a clear opportunity to strengthen confidence through transparent offers
49% Are Likely to Make a Black Friday Purchase
Almost half of respondents say they are likely to make a purchase during the Black Friday or Cyber Monday sales. This includes 13% who are very likely to buy and 36% who are somewhat likely.
A further 44% say they are unlikely to purchase, while 8% remain unsure. With “somewhat likely” the largest individual response, many shopping decisions appear to remain open.
For brands, this creates an opportunity to turn consideration into action. Useful product information, credible savings and advertising that appears at the right moment can help shoppers reach a decision.
17% Expect to Browse the Sales
Browsing without a fixed plan is the most common preparation among active shoppers, selected by 17%. Another 16% have delayed a purchase to see whether it becomes discounted, while 11% have started monitoring prices.
Some shoppers have taken more specific steps. A product has already been identified by 8%, 7% have set a budget and 6% have created a shopping list or wishlist.
Although 46% have not yet prepared, this leaves a sizeable audience whose choices may still be influenced. Brands that appear early with relevant products and clear offers could help shape those decisions.
Technology and Clothing Lead Purchase Plans
Technology and electronics lead Black Friday purchase consideration at 30%, closely followed by clothing, footwear and accessories at 29%.
Health, beauty and cosmetics follow at 16%. Homeware and gaming each attract 15%, while 13% are considering toys and children’s products. Interest is also spread across travel, food and drink, household appliances, and sports and fitness products.
The findings show opportunities across a broad range of sectors. The leading categories may attract the greatest competition, making distinctive creative and a clear product benefit especially important.
The Median Expected Spend Is £30
The median expected spend during Black Friday and Cyber Monday is £30, while the mean reaches £113.10.
The difference reflects a wide range of intended budgets. Most responses sit towards the lower end, while a smaller number of higher spending plans lift the overall average.
For brands, this points to opportunities across different price points. Using the median alongside the average gives a more complete picture when planning offers, basket thresholds and campaign messaging.
30% Are Confident Black Friday Deals Are Cheaper
Almost one in three respondents feel confident that products advertised as Black Friday deals are genuinely cheaper than they would be at other times of the year. This includes 27% who are fairly confident and 3% who are very confident.
A further 69% express lower confidence, while 2% are unsure. This gives brands a clear opportunity to strengthen how savings are communicated.
Visible price comparisons, straightforward offers and transparent pricing can help build confidence. The more easily shoppers can understand the value, the stronger the deal is likely to feel.
What does this mean for brands?
The Strategy Channel Is On
The findings show that Black Friday shopping decisions are still taking shape. Purchase intent exists, but many consumers have not chosen a product or set a budget.
For brands, the opportunity begins before the sales launch. Campaigns can help people discover suitable products, understand their value and feel confident enough to buy.
Almost half of respondents are likely to make a purchase, yet only 13% describe themselves as very likely to do so. The largest group, at 36%, is somewhat likely.
This suggests that consideration is present without a firm commitment. Consumers may be interested in Black Friday while still waiting to see which products, prices and offers feel worthwhile.
Suggested approach:
Build campaigns that support the full decision process. Early activity can introduce the product and explain its value, while sale-period creative can lead with the offer and give shoppers a clear route to purchase.
Search, paid social and retargeting should reflect the same product information and pricing. Someone who discovers the brand through an advert should find a consistent message when they look for more detail.
49% Are Likely to Buy, But Many Decisions Remain Open
The largest group among shoppers actively preparing for Black Friday expects to browse without having planned anything specific. Another 16% have delayed a purchase in the hope of finding a discount.
This creates an opportunity for discovery-led campaigns. A shopper without a finished list may still respond to a product that feels relevant, useful or well timed.
Suggested approach:
Use creative that makes the product easy to understand quickly. Show what it does, who it is for and why the offer is useful.
Campaigns should also reach people before sale day. Product guides, comparison content and paid search can help brands enter consideration while shoppers are still researching.
17% Expect to Browse Without Any Fixed Plan
The Bigger Strategic Shift: Black Friday Campaigns Need to Support the Decision
The data frames Black Friday as a wider decision period. Some consumers begin by monitoring prices or delaying planned purchases, while others browse once the sale is live.
This means campaign timing should reflect more than the final promotional weekend. Early activity can build familiarity and help products enter consideration before competition reaches its peak.
The strongest campaigns will make the purchase easier at every stage. Creative introduces the product, media keeps it visible and transparent pricing gives the shopper confidence to act.
For brands, the opportunity lies in helping people choose. A prominent discount may attract attention, but relevant products and clearly explained value are more likely to convert it.
Learn more about Retail Advertising, Paid Social, PPC, Creative Services and Digital Marketing.
Frequently Asked Questions.
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One Day Agency surveyed 1000 UK consumers to understand how people are approaching Black Friday and Cyber Monday.
The study asked respondents about their likelihood of purchasing, the steps they had taken to prepare, the products they were considering, their expected spending and their confidence in Black Friday discounts.
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Yes. We commissioned this study ourselves, through the YouGov platform, to get an unbiased view of the market.
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The research has a stated sample size of 1000 respondents.
Percentages on this page refer to the full respondent base shown in the charts. Questions about preparation and product categories allowed respondents to select more than one answer, so those results will not add up to 100%.
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Shopping behaviour begins before the sale itself. Consumers may identify products, monitor prices or delay purchases while waiting to see which offers appear.
Confidence also matters. A large discount message will have less impact when shoppers are unsure whether the saving is genuine. Understanding both preparation and trust helps brands plan campaigns that support the full decision process.
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Brands should use the findings to plan Black Friday activity around how shoppers research and decide.
The data suggests five priorities.
First, start building consideration before the sale. Many shoppers have not settled on a product, giving brands time to introduce relevant options.
Second, make products easy to compare. Clear benefits and useful information can help people choose between similar offers.
Third, plan for a range of budgets. The £30 median and £113.10 mean show that expected spending varies considerably.
Fourth, make savings easy to verify. Visible pricing and straightforward comparisons can strengthen confidence.
Finally, keep the customer journey consistent. Advertising, search results, product pages and checkout information should all reinforce the same offer.
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