Black Friday turns 15 in the UK: how has it changed and what does it mean for 2025?

Fights over flatscreen TVs are the quintessential image of Black Friday in the UK. Despite being around for 75 years in the US, the origins of Black Friday in Britain are much more recent. Unsurprisingly, Amazon brought Black Friday over the pond, offering significant discounts on their products the day after Thanksgiving. Asda was one of the first to capitalise on the hype, with other retailers like John Lewis quickly following suit.

Fast forward 15 years, Black Friday is on most people’s calendars as a shopping phenomenon not to be missed. So what’s changed about shoppers’ mindsets and behaviours since Black Friday’s inception in the UK?

1. BF is hard to miss! It now has a firm footing in the peak shopping calendar.

The majority of shoppers are aware of Black Friday and the opportunity to make impressive savings. Most actively engage with the event, browsing the sales and hoping to catch a bargain. Almost half of shoppers made a Black Friday purchase this year, fast approaching the high we saw in 2022.

2. There’s a whole new shopping generation engaged with BF.

The majority of young people have Black Friday in their sights. This generation will be a key target to drive spend. Most of these younger shoppers have made a Black Friday purchase, in contrast to older shoppers whose interest in the event is waning.

3. BF is entrenched in young shoppers’ budgets and savings.

The younger generation of shoppers are planning Black Friday into their budget for the year, making savings to fill up the piggy bank. They’re putting the brakes on spending in anticipation of the event, and getting inspiration from social media to plan their purchases.

4. BF is no longer impulsive. Purchases are meticulously planned.

The majority of people are planning their Black Friday purchases, which is more than last year. Very few are spending spontaneously and leaving purchases to chance. Even younger shoppers who were the least planned last year, are highly controlled in their spending this year.

5. Cynicism around BF remains, despite its established role in shoppers’ lives.

Almost half of shoppers don’t trust that sales prices on Black Friday are different to the rest of the year. Many feel pressured by the event to make unnecessary purchases, and some even feel duped by how deals are presented.

What does this mean for your brand in 2025?

Get in touch with us to discover our full Black Friday findings, and what this means for your brand’s Black Friday plans in 2025.