Business · Economy · 17 hrs ago
UK shoppers turn to Black Friday for household essentials
UK shoppers are increasingly using Black Friday discounts for household essentials instead of mainly buying luxury goods.
A survey of 2,000 adults found that 30% worry about everyday costs and 52% about winter energy bills.
Half now see the sale as a chance to buy things they need, and 65% of those planning to shop have delayed an essential or expensive purchase to get a lower price.
Some shoppers say discounts make necessities affordable: 13% rely on offers to buy items they would otherwise struggle to afford, while 18% have a pressing need they cannot yet pay for.
Respondents expect to spend an average of £330, mainly on technology, large appliances and furniture.
Many also use cashback to stretch their budgets, and 27% of cashback users plan to put the money towards January bills.
UK shoppers are increasingly using Black Friday discounts to buy household essentials rather than luxury goods, according to research involving 2,000 adults.
Half of those surveyed said Black Friday is an ideal chance to buy items they need rather than items they want.
The survey found that 30% were anxious about affording everyday costs and 52% worried about rising energy bills this winter.
Among people planning to shop, 65% had delayed buying an essential or expensive item to get it at a lower price.
Researchers said shoppers were expected to spend an average of £330 during Black Friday.
- Who
- UK shoppers, according to research involving 2,000 adults.
- What
- Many are using Black Friday discounts to buy household essentials rather than luxury goods.
- When
- Black Friday 2026; the article was published on 9 November 2026.
- Where
- The UK.
- Why
- Cost-of-living pressures, including concerns about everyday costs and energy bills, are prompting shoppers to seek savings.
This story does not have two clearly opposing sides.
This story does not have a timeline yet.
- Survey sample
- 2,000 adults
- Everyday costs
- 30% were anxious about affording them
- Winter energy bills
- 52% were worried about bills climbing
- Delayed purchases
- 65% of intending shoppers had postponed buying an essential or expensive item
- Expected average spending
- £330 during Black Friday
What people are saying
People have got so much smarter about how they use Black Friday. It's less about grabbing whatever's on offer and more about patience.
But it seems it's also less about impulse purchases and buying luxury items now and more about making the most of the offers to get what you really need.