Black Friday shoppers admit they can get swept up in the moment and splash out on things they don’t need.
Nearly four in ten shoppers say they feel remorse after splurging on impulse buys during Black Friday, according to recent research. A survey of 2,000 adults who have previously hunted for Black Friday bargains found that 44% get caught up in the excitement – with clothing, kitchen gadgets and skincare sets topping the list of purchases people wish they hadn’t made.
More than a quarter have made purchases in the past that they’ve never used, while younger shoppers are more susceptible to impulse regret, with 60% of Gen Z admitting to having second thoughts about a previous Black Friday buy, compared to just 21% of Boomers.
This year, half of those shopping in the sale said they would be more likely to plan their purchases in advance, rather than simply buying on impulse.
And when the Black Friday sales come around, nearly a third (29%) will be using them to buy Christmas presents for others, with 26% hoping to snap up a bargain on electronics.
The research was commissioned by Tesco Mobile, which has teamed up with consumer behaviour expert Dr Amna Khan to help shoppers make smarter, more considered choices when shopping in this year’s sales.
Dr Khan stated: “Consumers’ perceptions of Black Friday influence whether they will purchase impulsively.
“Those who feel as though they are getting a bargain will have a psychological response of feeling happy, excited, and a rush of dopamine, which in that moment will create a sense of urgency to buy, as they fear missing out. However, these feelings can turn into regret if shoppers significantly overspend.
“Black Friday can still be a positive experience when shoppers stay focused on intentional purchases – particularly Christmas gifts, which research shows bring a genuine emotional benefit for the giver.”
For bargain hunters this month, electronics (42%) and clothing (38%) top the list of items people hope to see heavily discounted.
Nearly a quarter (22%) are eager to snap up extended savings on mobile phones and contracts, according to OnePoll.com data.
When it comes to new agreements, 67% say cost matters most, whilst 41% prioritise the minutes and data allowance they receive.
However, one in five focus on fixed pricing as the crucial element of a good mobile plan deal.
Laura Joseph from the brand, which is offering Black Friday deals alongside no EU roaming charges and frozen contract prices, added: “Black Friday is a key moment for families looking to make their money go further – at a time when household budgets are under extra pressure, we know every pound matters.
“That’s why Tesco Mobile is focused on delivering real value.
“It’s all about giving customers confidence and peace of mind when they need it most.”
