People under 25 are more likely than older age groups in the UK to take advantage of Black Friday sales promotions this year; they are also more likely to spend over £500. And while online is the preferred shopping channel for all ages (with 35-44 year-olds the biggest users), the in-store shopping experience is still valued by all generations.

These are some of the key findings of a new UK study undertaken by Hawk using its Hawk Surveys tool and illustrated in the below infographic: 

35% of people under 25 are planning to spend in the sales on 25 November; this compares to 29% of 25-34 year-olds, 30% of 35-44 year-olds and 20% of people over 45. Most consumers will limit their purchases to £100 or less, but when it comes to larger budgets, the 25-44 age group are most likely to spend over this amount.

Consumer technology products are the most popular, with 36% of shoppers planning to buy in this category.  Household appliances account for 26% and fashion and beauty 24%.  14% of people are undecided as to what they will purchase.

The data was gathered between 19 September and 13 October 2022, with an automated digital questionnaire sent to 373 people using Hawk Platform’s Survey capability.

Hawk Surveys incorporates research studies into advertising campaigns to determine the effect of the campaign on metrics such as brand awareness, brand perception and the intent to make a purchase.  It enables brands to derive granular insight on the effectiveness of their advertising and use this knowledge to inform further activity and demonstrate ROI.