Black Friday shoppers are gearing up to splurge an average of £240 on themselves. The research of 2,000 adults found 51% are planning to make the most of the sales this year, and of those, 70% are doing it to treat themselves. A quarter said they’re more likely to indulge in a spot of self-gifting when prices are slashed, as they feel less guilty when there’s a discount involved.
More than one in five (22%) confessed they simply can’t resist picking up something nice for themselves even when they’re meant to be shopping for others. And a further 16% admitted they’d rather buy what they want now, instead of waiting until Christmas and risking disappointment.
Most shoppers are eyeing up clothes, tech and beauty items according to the poll commissioned by Rakuten. Bola Sol, savings expert for the cashback and rewards platform, said: “Black Friday has evolved from being just about Christmas shopping to becoming a moment where people prioritise themselves too.
“After another financially challenging year, many shoppers are taking a more mindful approach such as weighing up genuine needs versus impulse buys.
“For some, it’s the perfect time to replace essentials or finally invest in something they’ve been saving towards. For others, it’s a well-deserved chance to treat themselves, without the guilt that comes with paying full price.
“This shift towards intentional self-purchasing reflects how people are becoming more deliberate, measured, and value-driven in their spending habits.”
A third will be cashing in vouchers they’ve been sitting on all year, and 20% will splash out using cashback funds they’ve already built up.
In fact, 19% have been saving all year especially for the sales – stashing away an average of £400 to make the most of Black Friday bargains. Meanwhile, over a quarter plan to use cashback providers to earn while they spend to stack their savings.
The research, which was carried out by OnePoll, also explored how much those buying Christmas gifts typically spend during Black Friday or otherwise – with the average amount coming in at £626 last year.
Bola Sol, from Rakuten, added: “Today’s shoppers are planning ahead, tracking prices, and being far more strategic about their purchases.
“Gone are the days of panic splurges or buying for the sake of it, people want to feel confident that their money is being well spent.
“Cashback sites, discount codes, and loyalty schemes are now key parts of this smarter shopping mindset, helping consumers stretch their pounds further.
“It shows that people are thinking long-term about their finances and using practical tools to turn everyday spending into meaningful savings, not just during Black Friday, but well beyond it.”
