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Most UK consumers to avoid stores on Black Friday

Published
today Nov 20, 2019
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Crowded stores and a lack of incentives compared to online shopping will make 74% of UK consumers avoid the high street this Black Friday.



The finding will add further stress to a retail sector that is already under pressure from low consumer confidence and high costs.

30% of UK shoppers think stores are too crowded during the Black Friday period, and 27% prefer shopping online because it’s easier.

Additionally, 21% of shoppers who used to hit the high street during Black Friday have stopped doing so, with the report suggesting that retailers need to entice customers with more than offers to return to physical stores.

Shoppers’ reluctance to visit shops on Black Friday is felt across both the Millennial and Baby Boomer age groups: in fact, 89% of both generations do not intend to shop in a physical store this Black Friday, while 68% of Gen X shoppers say they won’t shop in store either.

And interestingly, customers are getting more savvy when it comes to the shopping experience: 85% of consumers said they base their purchasing decisions on how well a retailer deals with customer service issues, especially as this time of the year means higher return volumes and technical glitches.

“During this heightened shopping season, consumers not only look for the best possible deals, but increasingly base their purchasing decisions on how well businesses respond to issues, such as making returns and requesting technical support,” said Mark Armstrong, vice president for UK and Ireland at Genesys. 

“It is important that regardless of the sales channel, whether in-store or online, brands provide positive experiences and have the means to effectively communicate with customers to solve queries or complaints.”

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