Black Friday customers set to splurge £240 every on themselves – not pressies for others
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
Black Friday shoppers are gearing up to splurge an average of £240 on themselves, despite the day traditionally being all about Christmas gift-buying.
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 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, according to the poll, commissioned by Rakuten.
When it comes to what they’re eyeing up, clothes, tech and beauty products are top of the list.
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.”
It also emerged 17% will be hunting for deals on experiences and 14% are after bargain homeware.
Another 13% hope to grab discounted white goods when prices tumble later this month.
