Brace yourself – Black Friday is bringing in savvy shoppers with demanding expectations this year! As the biggest retail day of the year approaches, consumer behaviours are evolving in response to new economic pressures and digital innovations. Here’s a look at five key consumer trends to watch this season.
Black Friday = brand discoverability
With a spotlight on numerous brands during Black Friday, it’s prime time to introduce new deals and exclusive collections that cut through the noise. Retailers are making Black Friday the ultimate discovery experience, with dedicated sections online or in-store that put new brands and products front and centre. This lets customers get up close, interact, and explore an elevated Black Friday experience.
In the UK, Selfridges put a creative spin on Black Friday in 2023, transforming it into “Christmas Comes Early.” Instead of traditional discounts, they offered carefully curated collections, premium products, and exclusive lines that captured their brand ethos. This clever twist not only built excitement but drew customers into the Selfridges world, sparking curiosity and lasting impressions.
Sustainability now drives decisions
Black Friday and sustainability are not mutually exclusive, and sustainable shopping is at the forefront this year, with eco-conscious consumers looking for ethical brands and lower environmental impacts. While the shopping holiday means grabbing the best bargains for many, for others, the growing interest in a greener alternative – dubbed ‘Green Friday’ – is showing shoppers’ increasing preference to eco-friendly products and companies demonstrating genuine sustainable practices.
In our Black Friday Forecast, 48% of consumers said that price is the main consideration on Black Friday – compared to 11% who said sustainability is the most important factor. However, for 31%, both sustainability and price matter.
Quality-driven conscious consumption
Black Friday has traditionally encouraged impulse buys, but trends suggest that consumers are prioritising value over volume. In our Black Friday Forecast, 60% of the consumer community are saving up in anticipation of Black Friday, and 58% are planning to take a measured approach to purchases.
Many buyers now focus on high-quality purchases and long-term value rather than quick discounts, driven by increased economic awareness and cost-of-living considerations. In the US, as inflation weighs on shoppers, the hunt for bargains is fiercer than ever. According to Adobe:
- Price-check pros: Almost half (48%) of shoppers will spend more time comparing prices.
- Bargain swaps: Another 48% are opting for cheaper alternatives where possible.
- No full-price, no problem: A solid 46% are saying a firm ‘no’ to paying full price.
Retailers, take note: in 2025, shoppers are dialled into the best deals, so discounts and value-based options are key.
AI and personalisation power sales
AI-driven personalisation is still making waves in the retail industry. It’s as simple as sending a personalised email, where 89% of marketers reported seeing a positive ROI when they used personalisation in their campaigns.
For shoppers, they expect tailored and personalised offers, especially on Black Friday, to cut through the noise and deliver offers that speak directly to their needs. 71% of shoppers expect brands to deliver personalised interactions – and 76% of shoppers get frustrated when they don’t. So, in 2025, consumers expect more than generic markdowns – they want bespoke offers, and brands who meet this will see success.
Hybrid shopping experiences still dominate
Blending online and offline shopping has become the norm, with consumers navigating both spaces for the best deals. According to research by Hostinger, 63.5% of shoppers plan to shop both online and in-store, and nearly 30% will stick to online shopping only.
When asked, our global community echoed these sentiments in our Black Friday Forecast:
- 49% say they will shop online and in-store.
- 39% say they will shop online only.
- 8% say they will shop in-store only.
While online shopping is on the rise, ensuring that retailers offer hybrid shopping experiences will be key to success this Black Friday.
Stay ahead with real-time market research
Black Friday this year promises a unique landscape where values, technology, and new expectations converge. Retailers need to stay agile to meet the demands of today’s conscious and savvy shopper, making consumer insights more valuable than ever.
Tracking trends in real time enables brands to respond quickly, adjust strategies, and connect meaningfully with consumers. For more on emerging Black Friday trends, enter your details below to access our report.
