- New research from Debenhams reveals the amount of preparation and planning shoppers put into making sure they get the item they want on Black Friday
- Over a third (34%) plan to book the day off work or have already got the day off in order to tackle the Black Friday sales. Nearly half (44%) of men have, or are planning to, book the day off work compared to just a quarter (24%) of women.
- Early bird does catch the worm when it comes to Black Friday – more than one in ten (14%) are planning to wake up at 6am to face the sales with a further 7% setting their alarm for 5am
- All of Debenhams Black Friday deals can be found here: debenhams.com/Black-Friday
London, 2017-Nov-28 — /EPR Retail News/ — New research from leading British retailer, Debenhams, reveals the amount of preparation and planning shoppers put into making sure they get the item they want on Black Friday.
The survey, which saw 2,000 shoppers across the UK questioned on their plans, found that more than a third (34%) of shoppers plan to book the day off work or have already got the day off in order to tackle the Black Friday sales. Nearly half (44%) of men have, or are planning to, book the day off work compared to just a quarter (24%) of women.
When it comes to planning for the ‘big weekend’, one in ten (12%) admitted they started thinking about what they wanted to buy 4-7 days before. One in 20 (6%) take it a step further compiling their wish lists a month to six weeks in advance.
Women are more likely to create a plan of action for the sales – 8% of the women spoken to in the study said that they started to pull together a wish list one to three months before the sales. Men on the other hand prefer to wait until closer to the time – a fifth (21%) left it 1-5 days before, while 4% made a snap decision on the morning.
Around the country, Londoners plan the furthest ahead – they start thinking about what they want up to three months in advance (3%). In contrast, Yorkshire and Humber residents wait until the morning of the sales (9%) to snap up a bargain.
It seems that the early bird really does catch the worm when it comes to Black Friday – more than one in ten (14%) are planning to wake up at 6am to face the sales. A further 7% admit that they will be setting their alarm for 5am while 6% will be staying awake until midnight in order to bag a bargain. Shoppers in Sheffield and Southampton will be first up; they are planning to rise at 2.42am to scour the sales.
The majority of shoppers (23%) have given themselves a budget of £151-£250 during the Black Friday sales. Southampton shoppers have the biggest pot (£351-£400) followed by those in Leeds (£251-£300). More than a tenth (13%) are spending more than last year, while 74% have budgeted the same amount. Men are more likely to have increased their funds (15%) while women have reduced theirs (13%).
The main beneficiaries of the bargains are the people buying them (51%), followed by partners (39%) and children (34%). Men are most likely to shop for themselves (53%) compared to women (50%).
Top ten purchases are:
- Personal technology
- Toys for the kids
- Beauty purchases
- Designer clothes
- Box sets and computer games
- Soft furnishings (curtains, bedding, cushions)
- White goods
Richard Cristofoli, Managing Director of Beauty and Marketing at Debenhams, said: “Since arriving in the UK four years ago, Black Friday has become a formidable fixture in the country’s shopping calendar. Last year the event was the biggest day of trade in Debenhams’ 239 year history.
Our customers tell us that they love the glamour and excitement that Debenhams offers through including great deals on top beauty brands, exclusive Designer fashions as well as branded electricals and toys in the event.”
All of Debenhams Black Friday deals can be found here: debenhams.com/Black-Friday
Notes to Editors
Debenhams is a leading international, department store destination with a proud British heritage which trades out of around 250 stores across 25 countries and is available online in more than 60 countries. Debenhams gives its customers around the world a unique, differentiated and exclusive mix of own brands, international brands and concessions.
Debenhams has been investing in design for over 20 years through its exclusive Designers at Debenhams portfolio of brands. Current designers include Abigail Ahern, Jeff Banks, Jasper Conran, Sadie Frost and Jemima French, Patrick Grant, Henry Holland, Julien Macdonald, Savannah Miller, Jenny Packham, Aliza Reger, John Rocha, Ashley Thomas, Justin Thornton and Thea Bregazzi and Matthew Williamson.
For more information, visit www.Debenhams.com
For more information please contact:
Debenhams Press Office
020 3549 6420