Almost half of British consumers planning to shop during this year’s Black Friday sales have delayed buying certain products in the hope of securing better discounts.
A survey of 3,000 people conducted by KPMG found that 77 per cent were either planning to shop or could be tempted to make purchases during the promotional period.
Among those considering Black Friday shopping, 49 per cent said they had postponed purchases until the sales arrived. The event is scheduled for 27 November 2026.
Clothing is among the most popular categories shoppers are targeting, followed by footwear and health and beauty products. Some consumers are also planning to purchase Christmas presents while prices are reduced.
However, not everyone is convinced by Black Friday promotions. Almost a quarter of respondents said they did not intend to shop, with many questioning whether advertised discounts genuinely represent lower prices.
The findings demonstrate how carefully British households are approaching Christmas spending this year. Retailers will be hoping their promotions attract customers while convincing shoppers that the savings are genuine
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