THE KEY FINDINGS
The Key Findings
Definitions
Black Friday loses some lustre as heavy discounting throughout 2020 ensure shoppers did not have to wait
Christmas comes earlier this year as consumers utilise the promotional period to make gifting budgets stretch further
Essential shops take the cake thanks to non-essential store closures
Growing demand for health & beauty brings it a step above the rest this year
Trend insight - stores
Trend insight - online
Trend insight - anti Black Friday
CONSUMER ATTITUDES
Black Friday penetration
Black Friday participation
Barriers to purchase
Financial wellbeing
Black Friday spending
Financing spending
Purchasing dates
Impact on timing
Impact on Christmas spend
Purchasing recipients
Research
Retailer promotions
Consumer attitudes to deals
Percentage of online spend
Consumer preferences
Consumer expectations
Black Friday & Cyber Monday statements
Retailer ratings - grocers
Retailer ratings - non-grocers
ELECTRICALS & TECHNOLOGY
Retailer selection
Channel usage
Store type usage
Device usage
Fulfilment
Spending
Retailer used
Buying dynamics
Amazon electricals
CLOTHING & FOOTWEAR
Retailer selection
Channel usage
Store type usage
Device usage
Fulfilment
Spending
Retailer used
Buying dynamics
HEALTH & BEAUTY
Retailer selection
Channel usage
Store type usage
Device usage
Fulfilment
Spending
Retailer used
Buying dynamics
ENTERTAINMENT & LEISURE
Retailer selection
Channel usage
Store type usage
Device usage
Fulfilment
Spending
Retailer used
Buying dynamics
HOMEWARES, FURNITURE & DIY
Retailer selection
Channel usage
Store type usage
Device usage
Fulfilment
Spending
Retailer used
Buying dynamics
Consumer attitudes
SPECIALTY FOOD & DRINK
Retailer selection
Channel usage
Store type usage
Device usage
Fulfilment
Spending
Retailer used
Buying dynamics
MISCELLANEOUS PRODUCTS
Retailer selection
Channel usage
Store type usage
Device usage
Fulfilment
Spending
Retailer used
Buying dynamics
METHODOLOGY & CONTACTS
Technical details: consumer survey work

List of Tables
Impact of Black Friday / Cyber Monday period on timing of purchasing,
Retailer ratings across key measures - grocers, 2020
Retailer ratings across key measures - non-grocers, 2020
Retailers used - Electricals & technology ppt change 2019 to 2020
Products purchased Audio visual, 2019 & 2020
Retailers used Audio visual, 2018 & 2019
Products purchased Computers & tablets, 2019 & 2020
Retailers used Computers & tablets, 2019 & 2020
Products purchased Gaming hardware, 2019 & 2020
Retailers used Gaming hardware, 2019 & 2020
Products purchased Home appliances, 2019 & 2020
Retailers used Home appliances, 2019 & 2020
Products purchased Personal grooming, 2019 & 2020
Retailers used Personal grooming, 2019 & 2020
Products purchased Amazon hero products, 2019 & 2020
Retailers used - Clothing & footwear ppt change 2019 to 2020
Products purchased Clothing, 2019 & 2020
Retailers used Clothing, 2019 & 2020
Products purchased Accessories, 2019 & 2020
Retailers used Accessories, 2019 & 2020
Products purchased Footwear, 2019 & 2020
Retailers used Footwear, 2019 & 2020
Retailers used - Health & beauty ppt change 2019 to 2020
Products purchased Health & Beauty overall, 2019 & 2020
Retailers used -Entertainment & leisure ppt change 2019 to 2020
Products purchased Entertainment & books, 2019 & 2020
Retailers used Entertainment & books, 2019 & 2020
Products purchased Sports & leisure, 2019 & 2020
Retailers used Sports & leisure, 2019 & 2020
Products purchased Toys & games, 2019 & 2020
Retailers used Toys & games, 2019 & 2020
Retailers used -Homewares, furniture & DIY ppt change 2019 to 2020
Products purchased Homewares, 2019 & 2020
Retailers used Homewares, 2019 & 2020
Products purchased DIY & Gardening, 2019 & 2020
Retailers used DIY & Gardening, 2019 & 2020
Products purchased Floorcoverings, 2019 & 2020
Retailers used Floorcoverings, 2019 & 2020
Products purchased Furniture, 2019 & 2020
Retailers used Furniture, 2019 & 2020
Retailers used -Specialty food & drink ppt change 2019 to 2020
Products purchased Food & nutrition, 2019 & 2020
Retailers used Food & nutrition, 2019 & 2020
Products purchased Drinks, 2019 & 2020
Retailers used Drinks, 2019 & 2020
Retailers used -Miscellaneous products ppt change 2019 to 2020
Products purchased Pet care, 2019 & 2020
Retailers used Pet care, 2019 & 2020
Products purchased Seasonal, 2019 & 2020
Retailers used Seasonal, 2019 & 2020
Products purchased Stationery, 2019 & 2020
Retailers used Stationery, 2019 & 2020

List of Figures
Black Friday shopper penetration, overall (2020 and 2019) and by demographic and region, 2020
Black Friday / Cyber Monday participation, 2019 and 2020
Barriers to Purchase, 2019 & 2020
Financial wellbeing compared to last year, 2019 & 2020
Black Friday / Cyber Monday spending compared to last year, 2019 & 2020
Black Friday / Cyber Monday, reasons for spending more, 2020
Black Friday / Cyber Monday, reasons for spending less, 2020
How consumers financed Black Friday spending, 2019 & 2020
What day did consumers purchase on, 2019 & 2020
Impact of Black Friday/Cyber Monday period on timing of purchasing, 2019 & 2020
Influence of Black Friday/Cyber Monday promotional period on Christmas gift purchasing, 2019 & 2020
Sectors consumers purchased when buying Christmas gifts, 2020
Who were the items for, 2019 & 2020
Research methods, 2019 & 2020
Retailers that did the best job of promoting Black Friday / Cyber Monday, 2020 and ppt change on 2019
Which retailer is the first port of call when looking for Black Friday purchases?, 2020 and change on 2019
Do you expect retailers to offer deals, and do they influence where you shop?
Proportion of online spend for Black Friday / Cyber Monday, 2019 and 2020
What sort of deals are most appealing / taken advantage of during Black Friday / Cyber Monday
Agreement and disagreement with statements about Black Friday & Cyber Monday, 2020 and change on 2019
What's driving retailer selection (electricals & technology), 2020, & ppt change on 2019
Consumers using each channel for purchasing electricals & technology (browsed & purchased), 2020
Consumers using each store type for purchasing electricals & technology (browsed & purchased), 2020
Consumers using each device for purchasing electricals & technology (browsed & purchased), 2020
Fulfilment options for Black Friday electricals & technology purchases made online, 2019 & 2020
Average spend on electricals & technology & change on last year
Proportion of online spend for electricals & technology, 2019 & 2020
Top 10 retailers shopped at for electricals & technology, 2019 & 2020
Black Friday electricals & technology penetration, overall and by demographic, 2019 & 2020
Black Friday Audio Visual penetration, overall and by demographic, 2019 & 2020
Television purchasing dynamics, 2019 & 2020
Black Friday Computers & tablets penetration, overall and by demographic, 2019 & 2020
Black Friday Gaming hardware penetration, overall and by demographic, 2019 & 2020
Black Friday Home appliances penetration, overall and by demographic, 2019 & 2020
Black Friday Personal grooming penetration, overall and by demographic, 2019 & 2020
Planned/impulse purchases (overall electricals & technology), 2019 & 2020
Planned/impulse purchases (within electricals & technology), 2019 & 2020
Amazon hero products penetration, overall and by demographic, 2019 & 2020
Planned/impulse purchases (of Amazon hero products), 2019 & 2020
Planned/impulse purchases (within Amazon hero products), 2019 & 2020
Ordering dynamics (of Amazon hero products)
What's driving retailer selection (clothing & footwear), 2020, and ppt change on 2019
Consumers using each channel for purchasing clothing & footwear (browsed & purchased), 2020
Consumers using each store type for purchasing clothing & footwear (browsed & purchased), 2020
Consumers using each device for purchasing clothing & footwear (browsed & purchased), 2020
Fulfilment options for Black Friday clothing & footwear purchases made online, 2020
Average spend on clothing & footwear and change on last year
Proportion of online spend for clothing & footwear, 2019 & 2020
Top 10 retailers shopped at for clothing & footwear, 2019 & 2020
Black Friday clothing & footwear penetration, overall and by demographic, 2019 & 2020
Black Friday Clothing penetration, overall and by demographic, 2019 & 2020
Black Friday Accessories penetration, overall and by demographic, 2019 & 2020
Black Friday Footwear penetration, overall and by demographic, 2019 & 2020
Agreement and disagreement with statements about Black Friday & Cyber Monday purchases of clothing & footwear items, 2020
Planned/impulse purchases (overall clothing & footwear), 2019 & 2020
Planned/impulse purchases (within clothing & footwear), 2019 & 2020
What's driving retailer selection (health & beauty), 2020
Consumers using each channel for purchasing health & beauty (browsed & purchased), 2020
Consumers using each store type for purchasing health & beauty (browsed & purchased), 2020
Consumers using each device for purchasing health & beauty (browsed & purchased), 2020
Fulfilment options for Black Friday health & beauty purchases made online, 2020
Average spend on health & beauty and change on last year
Proportion of online spend for health & beauty, 2019 & 2020
Top 10 retailers shopped at for health & beauty, 2019 & 2020
Black Friday health & beauty penetration, overall and by demographic, 2019 & 2020
Planned/impulse purchases (overall health & beauty), 2019 & 2020
Type of health and beauty purchases during Black Friday / Cyber Monday promotions
What's driving retailer selection (entertainment & leisure), 2020, & ppt change on 2019
Consumers using each channel for purchasing entertainment & leisure (browsed & purchased), 2020
Consumers using each store type for purchasing entertainment & leisure (browsed & purchased), 2020
Consumers using each device for purchasing entertainment & leisure (browsed & purchased), 2020
Fulfilment options for Black Friday entertainment & leisure purchases made online, 2019 & 2020
Average spend on entertainment & leisure and change on last year
Proportion of online spend for entertainment & leisure, 2019 & 2020
Top 10 retailers shopped at for entertainment & leisure, 2019 & 2020
Black Friday entertainment & leisure penetration, overall and by demographic, 2019 & 2020
Black Friday Entertainment & books penetration, overall and by demographic, 2019 & 2020
Black Friday Sports & leisure penetration, overall and by demographic, 2019 & 2020
Black Friday Toys & games penetration, overall and by demographic, 2019 & 2020
Planned/impulse purchases (overall entertainment & leisure), 2019 & 2020
Planned/impulse purchases (within entertainment & leisure), 2019 & 2020
What's driving retailer selection (homewares, furniture & DIY), 2020, & ppt change on 2019
Consumers using each channel for purchasing homewares, furniture & DIY (browsed & purchased), 2020
Consumers using each store type for purchasing homewares, furniture & DIY (browsed & purchased), 2020
Consumers using each device for purchasing homewares, furniture & DIY (browsed & purchased), 2020
Fulfilment options for Black Friday homewares, furniture & DIY purchases made online, 2019 & 2020
Average spend on homewares, furniture & DIY & change on last year
Proportion of online spend for homewares, furniture & DIY, 2019 & 2020
Top 10 retailers shopped at for homewares, furniture & DIY, 2019 & 2020
Black Friday homewares, furniture & DIY penetration, overall and by demographic, 2019 & 2020
Black Friday Homewares penetration, overall and by demographic, 2019 & 2020
Black Friday DIY & Gardening penetration, overall and by demographic, 2019 & 2020
Black Friday Floorcoverings penetration, overall and by demographic, 2019 & 2020
Black Friday Furniture penetration, overall and by demographic, 2019 & 2020
Planned/impulse purchases (overall homewares, furniture & DIY), 2019 & 2020
Planned/impulse purchases (within homewares, furniture & DIY), 2019 & 2020
Was delivery before Christmas a factor in whether or not to purchase furniture?, 2019 & 2020
What's driving retailer selection (specialty food & drink), 2020, and ppt change on 2019
Consumers using each channel for purchasing specialty food & drink (browsed & purchased), 2020
Consumers using each store type for purchasing specialty food & drink (browsed & purchased), 2020
Consumers using each device for purchasing specialty food & drink (browsed & purchased), 2020
Fulfilment options for Black Friday specialty food & drink purchases made online, 2019 & 2020
Average spend on specialty food & drink & change on last year
Proportion of online spend for specialty food & drink, 2019 & 2020
Top 10 retailers shopped at for specialty food & drink, 2019 & 2020
Black Friday specialty food & drink penetration, overall and by demographic, 2019 & 2020
Black Friday Food & nutrition penetration, overall and by demographic, 2019 & 2020
Black Friday Drinks penetration, overall and by demographic, 2019 & 2020
Planned/impulse purchases (overall specialty food & drink), 2019 & 2020
Planned/impulse purchases (within specialty food & drink), 2019 & 2020
What's driving retailer selection (miscellaneous products), 2020, and ppt change on 2019
Consumers using each channel for purchasing miscellaneous products (browsed & purchased), 2020
Consumers using each store type for purchasing miscellaneous products (browsed & purchased), 2020
Consumers using each device for purchasing miscellaneous products (browsed & purchased), 2020
Fulfilment options for Black Friday miscellaneous products purchases made online, 2019 & 2020
Average spend on miscellaneous products & change on last year
Proportion of online spend for miscellaneous products, 2019 & 2020
Top 10 retailers shopped at for miscellaneous products, 2019 & 2020
Black Friday miscellaneous products penetration, overall and by demographic, 2019 & 2020
Black Friday Pet care penetration, overall and by demographic, 2019 & 2020
Black Friday Seasonal penetration, overall and by demographic, 2019 & 2020
Black Friday Stationery penetration, overall and by demographic, 2019 & 2020
Planned/impulse purchases (overall miscellaneous products), 2019 & 2020
Planned/impulse purchases (within miscellaneous products), 2019 & 2020

Companies Mentioned
- All birds
- Aldi
- Amazon
- AO.com
- Argos
- ASDA
- ASOS
- Beauty Bay
- Boots
- Boohoo.com
- B&M
- B&Q
- CeX
- Co-op
- Costco
- Clas Ohlson
- Debenhams
- Decathlon
- Dixons Carphone
- Dobbies
- Dunelm
- Euronics
- Fragrance Direct
- GAME
- Go outdoors
- Halfords/Cycle republic
- H&M
- HMV
- Homebase
- Home Bargains
- Hotel Chocolat
- House of Fraser
- Hush
- Iceland
- IKEA
- JD Sports
- John Lewis & Partners
- Lidl
- Littlewoods
- Makro
- Marks & Spencer
- Microsoft/Xbox Live/Xbox Video
- Moonpig.com
- Morrisons
- Next
- Nicolas
- Nike
- Oliver Bonas
- Pandora
- Pets at Home
- Poundland
- Pretty Little Thing
- Sainsbury's
- SCS
- Smyths Toys
- Sofology
- Sports Direct
- Superdrug
- Tesco
- The Body Shop
- The Disney Store
- The Entertainer
- The Perfume Shop
- The Range
- The Works
- TK Maxx
- Toolstation
- Topps Tiles
- Very.co.uk
- Waitrose
- White Stuff
- Wickes
- Wiggle
- Wilko
- Zara
- The Body Shop
- The Perfume Shop
- The Range
- The Works
- TK Maxx
- Topshop
- Very.co.uk
- Virgin Wines
- Waitrose & Partners
- Waterstones
- WH Smith
- Wilko
- Zara