British retailers can expect a busier Black Friday than last year, according to Sitecore’s Holiday Shopping Trends 2022 Report, as almost half (48%) of UK consumers are planning to take part this year.

In comparison, just over a third (38%) said they shopped on Black Friday last year, signalling a renewed interest in the event as shoppers worry about how they’ll afford Christmas.

The majority of Brits (82%) are looking for early discounts and deals as a top priority when considering purchases from online brands this Christmas. When looking for a bargain, 46% of UK consumers will sign up for a brand’s newsletter or text messages to only hit the unsubscribe button once they’ve used the discount. Thus, marketers must re-think their content strategies and develop content that is both personal and relevant to customers. Doing so will help retailers to maximise revenue opportunities this Black Friday and build loyalty that stretches beyond the initial interaction.

The findings, part of a study among 2,000 UK consumers, serve as a reminder for marketers to revisit their communication strategies and focus on creating highly customisable campaigns that create strong customer bonds. Using this data, brands can better tailor content and create personalised digital experiences that earn customer loyalty.

Paige O’Neill, CMO at Sitecore, said: Black Friday is back on the calendar as a key shopping event this year, as consumers look for ways to afford Christmas’.

“Compared to last year, consumer priorities have shifted and while discounts and deals will be very important, brands must also provide personalised content and experiences in order to secure customer spend. With the majority of shopping done online this Black Friday, it’s vital retailers ensure they have the right technology in place to excite consumers with tailored content on the platform of their choice. This will help them win loyal customers and increase future sales.”

More than two-thirds (71%) of those shopping on Black Friday this year think the event offers good deals and prices for gifts. This is significantly more compared to last year when only 60% thought the same. The majority of bargain-hunting (73%) will be done online, reflecting an on-going preference following the pandemic, due to the convenient, fast and personalised experience it provides.

Other top reasons for shopping on Black Friday this year include:

• Four in 10 say it helps to spread out spending around the holidays
• A third (33%) say it helps them avoid the rush around last-minute holiday shopping
• Nearly a quarter (23%) say it helps them get items before they run out (potentially due to supply chain or delivery issues)
• 34% even consider shopping on Black Friday as a fun activity