Almost half of West Midlands consumers set to spend on Black Friday

Despite the cost-of-living crisis, interest in Black Friday has held up. PwC unveiled its annual Black Friday research which gives a glimpse of how shoppers are kicking off the festive rush for retail. 

Interest has maintained from last year, with 43% of West Midlands consumers interested and may buy, compared to 37% average across the UK. This is in contrast to 2020 levels where only 16% of consumers across the UK planned to purchase in the Black Friday period. 

Sarah Phillips, PwC Partner and Consumer Markets Leader for the Midlands, said: 

“In light of the cost of living crisis, it has been predicted that interest in Black Friday this year would decline. Going against this trend, almost half of consumers in the West Midlands are telling us they are interested and will definitely be spending. Many consumers now anticipate the annual savings event and wait to purchase bigger electrical items such as TV’s and laptops, as well as make the most of discounts for Christmas Shopping.

“There are plenty of in-store bargains to be had as well with many retailers taking part in the event. The West Midlands benefits from a variety of shopping destinations such as The Bullring, Touchwood and Merry Hill. Footfall is expected to increase in these locations which will also provide an additional boost to the high-street and local hospitality venues too.” 

With almost half of under 35s in the UK definitely spending (48%), interest from male shoppers sits 10% higher than than females. Amongst men, 29% plan to definitely purchase with 34% interested opposed to 19% of women definitely spending and 35% interested. 

PwC estimates the average spend per consumer to be around £238 which will add £0.5billion extra to the retail economy this year taking the overall spend on Black Friday bargains to £7.5billion.

Shoppers will predominantly be shopping for electricals (51%), fashion (32%) and Christmas stocking fillers (28%). Interest in homewares (25%) and beauty (24%) have increased slightly from 2021. Shoppers are also showing a renewed interest in shopping in store for a bargain rather than online, with 19% planning to hit the high street and 12% planning to click & collect - a 2% increase in both arenas from 2021. 69% plan to shop online - a 4% decrease from 2021.

-ENDS-

Notes to editors

1. The PwC Black Friday research was carried out from 28th October - 1st November.

2. The survey had 2000 respondents over 18 year old. The sample size is nationally representative of all parts of the United Kingdom.

3. Further information will be available in the Christmas Predictions report, due to launch on 1st December.