⁠Have Consumers Lost Faith In Black Friday Sales?

Black Friday once drew people in with the promise of real savings. This year, the vibe feels different. SAP Emarsys’ Customer Loyalty Index found that 19% of UK shoppers expect to spend more this Black Friday, while 42% expect to spend less. That gap says a lot. People feel more cautious and want to know that the money leaving their account is actually worth it.

They have reasons to take their time because the same report shows that many shoppers now wait for deals that genuinely impress them rather than buying something because everyone says the sale is huge. Even so, 28% plan to buy most of their Christmas presents during the Black Friday weekend. That mix of caution and hope shows how torn many households feel.

There is still room for retailers to win trust… SAP Emarsys says 49% stay loyal to the brands they buy from on Black Friday after the sale ends. Another 48% stay loyal when brands reward them with discounts or incentives. People have not walked away from the event. They simply want the deal to feel honest.

Are People Falling For Fake Bargains?

A big reason for the doubt comes from what idealo.co.uk uncovered. Its price review from last year shows that out of 120 tracked products, only 6% were true Black Friday discounts. The rest had gone through steep increases before November. The price rises reached as high as 251% in the weeks before the sale.

Idealo calls this “Preflation.” The trick is to raise the price early in autumn, then drop it again so it looks like a bargain. Many shoppers ended up paying far more than they needed to. Idealo says Brits spent £2197.91 extra across the season because they trusted the late November price tag.

The examples make it hard to ignore. The Barbie Dreamhouse cost £169.99 in September. By October it came up to £230.89, and on Black Friday it sat at £228. Anyone waiting for the sale paid almost £60 more. Apple’s AirPods Max were £280 in September before going up to nearly £446 in October. When Black Friday came, they were £400. That was £120 more than the lowest price earlier in the year.

Even bigger purchases fell into the same thing. A tracked LG OLED TV carried a 7% lift just eighteen days before the Black Friday weekend. That pushed the payment up by £70.57 from the original price. Perfumes, trainers, makeup and game consoles all showed their own version of the same pricing dance. Idealo’s team says it has left many shoppers feeling that the event no longer protects their wallet.

Are Shoppers Losing Faith Or Just Changing What They Look For?

ShipStation’s Matthew Trattles takes a calmer view of the situation. His team’s research shows that 87% of UK shoppers have changed their shopping habits in the past year. People compare prices more carefully, look at second hand options, and keep an eye out for discounts across the whole year. Trattles says younger shoppers feel comfortable switching brands if the value is strong, while older shoppers stick to what they know.

What happens after clicking “checkout” also matters. Trattles says 61% avoid a retailer if delivery fees feel too high. Nearly half pull back if deliveries appear slow or unreliable. A sale price alone no longer wins the basket. People want a smooth experience from start to finish.

Trattles’ main point is that Black Friday attracts interest when shoppers feel that the deal is real. If the price looks fair and the delivery process feels safe, people still join the November rush. Trust, not hype, is what brings them in now.

What Do Experts Think?

Alexander Otto, Head of Corporate Relations, Tradebyte says:

“Consumer enthusiasm is cooling for mega-sale events such as Black Friday in former Cyber Week powerhouse markets like the UK and Germany. Sale fatigue and mistrust over perceived ‘fake’ discounts are reshaping consumer expectations and behaviour, with YouGov data showing that 35% of UK consumers are now less interested in these events compared to just a few years ago.

“However, with fashion and premium/luxury categories standing out as Cyber Week 2024’s strongest performers, we can see that spend isn’t disappearing, it’s just being redirected towards higher value, trusted products. Consumers are willing to spend more, but only when they trust the value behind the price. Beauty is also on the rise for 2025, fuelled by steady year-to-date growth and its crossover appeal between self-care and gifting.

“The message is clear: mega-sale events are no longer about racing to the bottom. Trust is now the real currency of conversion. The winners will be those that use Cyber Week not as a flash sale, but as a trust-building moment: authentic, localised, and driven by real value.
Moreover, with Cyber Week sales in smaller markets such as Italy, Spain, and parts of Eastern Europe gaining momentum, the opportunity hasn’t disappeared, it’s just moving. Success depends on being locally agile, mobile-first, and transparent across every touchpoint.”

UpCircle said:

“As the festive season approaches, UpCircle Beauty set out to understand how their community plans, shops, and prioritises their purchases during this pivotal time of year. They surveyed their customers to learn more about their festive spending habits – from the types of promotions that catch their eye, to how economic pressures are shaping their decisions, to what truly matters when choosing gifts for themselves and others.

“As a pioneering British, family-run brand transforming upcycled natural ingredients into award-winning skincare and haircare, they know that every purchase has purpose. Their findings shed light on how values like sustainability, affordability, and conscious consumption continue to influence beauty buying – especially at a time when consumers are seeking to balance mindful choices with festive generosity.”

Hayley Knight, Co-founder, BE YELLOW said:

“Consumers are losing faith in Black Friday, which is being driven by a broader shift towards sustainability, ethical shopping habits and more intentional spending. What was once marketed as a day of unmissable bargains, now represents over consumption. And shoppers have become savvy, realising that a large proportion of Black Friday “deals” are inflated or offer only marginal savings, making the event feel misleading rather than rewarding.

“Black Friday is often linked to fast fashion waste, mass production and unsustainable supply chains that conflict with the consumer’s growing desire to shop responsibly. Many consumers are choosing to buy fewer, better quality items, over unnecessary purchases.

“Economic pressures have also encouraged a more thoughtful approach to spending. Instead of splurging on a single day of promotions, consumers are increasingly opting to save money over spending it, prioritising essentials and long-term value.

“In addition to this, the rise of second-hand platforms like Vinted and Back Market provide genuine savings, and bargains all year round. These alternatives further reduce the appeal of Black Friday and reinforces the shift towards mindful, sustainable and value driven shopping.”

Petra Smith, Founder, Squirrels & Bears said:

“While Black Friday still generates a buzz, consumer faith in the authenticity of the sales is declining. Shoppers are now far more sophisticated and recognise that the event’s success relies heavily on psychological tactics, not necessarily genuine limited-time value. They recognise the reliance on FOMO as a pressure tactic and are more likely to spot an inflated price anchor designed to make a modest discount look spectacular.

“The expansion of the event into Cyber Week also signals to consumers that the discounts are not truly exclusive or limited. Why rush into an impulse purchase when we know more sales are always coming later in the season? There is a shift from emotional impulse buying toward calculated buying, meaning retailers need to offer truly competitive pricing, not just clever marketing, to win trust and sales.”

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Nick Bartlett, Co-Founder & Director, Wayfindr says:

“Yes and no—there’s a paradox playing out.

“Most shoppers have become skeptical of Black Friday “deals.” The primary complaint? Misleading discounts. Consumers are catching on to the old trick where retailers inflate prices in October, then mark them down in November to make discounts look bigger than they actually are. Price-tracking tools have made it easier to spot these tactics, and shoppers are experiencing what you might call “discount burnout.”

“But here’s the other side of the story that often gets missed: retailers are genuinely struggling to offer deep discounts right now.

“Geopolitical tensions are driving up costs across the board. The recent tariffs have created what some are calling the “Made in China trap”—brands that built their entire supply chains around Chinese manufacturing are now facing 25-40% cost increases overnight. They’re stuck between absorbing massive cost hikes or passing them to consumers, neither of which allows for the aggressive Black Friday discounts shoppers expect.

“So we’ve got this standoff: consumers don’t trust that discounts are real, and retailers can barely afford to discount at all given their squeezed margins.”