New research from LoopMe, a leading technology company that uses artificial intelligence (AI) to improve brand advertising performance, has revealed insights into UK consumer intent to shop during the Black Friday and Boxing Day sales, with only 14% planning to make purchases. 

However, half say that sales and discounts make them want to spend more. This indicates an opportunity for brands to deliver strong marketing campaigns highlighting the discounts on offer to increase customer engagement, and convert sales.

Around one in two UK shoppers intend to buy gifts during the full holiday season, and 19% are undecided. There is no clear preference between an in-store or online sales shopping experience, with 48% saying they will use a combination of both; 26% will shop in-store only and 26% online only.

Over a third are in the market to buy luxury goods, while 23% are likely to buy fragrance or cosmetics during this time. Other items consumers are likely to buy include:

• Apparel and footwear – 20% 
• Electronics and tech – 19%
• Jewellery – 15%
• Handbags and accessories – 12%
• Holidays and experiences – 11%

“Boxing Day and Black Friday sales have become stalwart shopping events for UK consumers looking to bag a bargain. But, as the country awaits the new government’s Autumn budget. this year there could be some impact on consumers’ intent to spend during this time,” commented Sarah Tims, AVP, marketing at LoopMe. 

“As half of the respondents feel that sales and discounts make them want to purchase more, there is a great opportunity for brands to ensure that their marketing strategies engage target audiences with upcoming offers. Likewise, ensuring a combination of in-store and online sales strategies will help drive customers to their preferred location to purchase, and maximise engagement.”