Black Friday UK 2018
This report looks at consumer attitudes and behaviour surrounding ‘Black Friday’ promotions, online and in stores, both on the day itself and in the weeks and days surrounding it. Using data from 800 consumers, surveyed around the event in 2018, 2017 and 2016, it examines how Black Friday and Cyber Monday have become ever more prevalent in the UK and how they continue to distort sales and promotional activity and bring forward sales from the Christmas period. It looks at what retail categories and and retailers find the most traction with the event, the extent to which consumers engage with and appreciate the event and how it might develop going forward.
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