PwC UK announced that Black Friday spending is set to reach £6.4bn across the country. This is 1.5% higher than last year and comes from its latest consumer analysis. PwC UK said that electrical goods, technology and fashion items will draw much of the interest as shoppers look for deals that feel worth it.
The projection sits above the £6.3bn spent last year but stays below the £7.9bn recorded in 2019. PwC UK pointed out that interest in the event has fallen to 46%. Last year it reached 53%. In 2023 it reached 44%. The research shows that interest has hovered around half of the population for a few years.
The lower interest does not stop spending per head from coming up. PwC UK said shoppers who take part expect to spend £262 each. Last year they spent £232. This is the strongest figure seen since before the pandemic. It shows that the people who plan to join in want worthwhile items rather than window shopping.
Why Are Fewer People Paying Attention To The Event?
PwC UK found that 42% of those who will not take part said they have nothing they want. Financial reasons follow behind that. The research shows that 18% are cutting back, 15% said they do not have enough money and 9% said they want to keep their money for Christmas or avoid temptation. Only 7% point to the Chancellor’s Budget two days before the event.
This split between interest levels and spending patterns has marked the event for a while. PwC UK said the event has divided shoppers over time. Many treat it as a chance to find a deal, while many say it holds no appeal at all.
That tension has settled into a steady pattern. The event draws attention from shoppers who wait for big ticket deals, while others prefer to shop at another time of the year for the same items.
What Will Shoppers Look for?
PwC UK found that 68% of shoppers will buy something for themselves. The figure is higher for men at 74%. Women lean more towards family purchases at 65%. The research shows that people want items that feel rewarding rather than purely practical.
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Technology leads the list of categories with 48% of shoppers expecting to buy a device or electronic item. Fashion follows at 38%. Christmas stocking fillers and health and beauty items sit at 28%. PwC UK said men expect to spend £309 each which is 17% more than last year. This puts them 43% higher than women.
Men show strong interest in technology at 58%. Fashion sits behind that at 40% followed by stocking fillers at 23%. Women expect to spend £216 which is a rise from £197 last year. Technology sits at the top of their list at 39% with fashion and health and beauty close behind at 36%. PwC UK found that women show the highest interest in stocking fillers at 33%.
Where Will People Shop?
PwC UK said £4 out of every 5 will go online. Most of it will be home delivery while 12% will be click and collect. Only 20% of the spending will take place in store. This continues a pattern that has held for years.
Younger adults show the strongest interest in the high street. PwC UK said 24% of those between 18 and 24 intend to visit shops in person. The figure is 25% for those between 25 and 34. These results show that younger shoppers want a mix of browsing and deal hunting.
PwC UK expects fewer people to join in this year while those who do will put more money into items that matter to them. The £6.4bn anticipated spend shows that Black Friday still holds a fixed place in the spending calendar even as tastes change.
Jacqueline Windsor, Head of Retail at PwC UK said: “Black Friday 2025 arrives at a pivotal moment for UK retail. After a year of fluctuating consumer sentiment and unpredictable trading conditions, retailers are entering the festive season with cautious optimism. Our analysis shows that while overall interest in Black Friday has softened, particularly among middle-aged consumers, spending per head is set to rise, driven by younger shoppers and men purchasing tech items and fashion for themselves. This reflects a broader shift in consumer behaviour: Black Friday is increasingly about personal purchases rather than gifting and remains predominantly an online event.
“Retail has had to navigate rising input costs, higher labour expenses, and business rate increases, all while responding to changing consumer priorities. In this context, Black Friday is no longer just a promotional event, it’s a tactical opportunity. Few retailers choose not to participate at all, while most tailor their approach by channel, product category or promotional depth. The most resilient players are those who ‘play’ Black Friday defensively – protecting margins through selective discounting and signalling value to consumers without compromising profitability.
“Ultimately, the success of Black Friday will depend on how well retailers balance short-term gains with long-term brand and margin protection. With the Christmas trading window narrowing, and Black Friday stretching earlier and later each year, the challenge is not just to capture spend, but to do so sustainably. Retailers who understand the nuances of consumer behaviour and adapt their strategies accordingly will be best placed to thrive in this dynamic environment.”
