As Black Friday approaches, many businesses fall into the same trap.

They assume the only way to win is to slash prices and offer the biggest discount possible.

However, our latest Black Friday consumer research reveals a very different story.

While search interest remains massive, with 19.4 million unique users showing interest in shopping and 10.9 million specifically researching Black Friday, consumer priorities are shifting. Buyers are looking for value, but they are not willing to sacrifice brand trust to get it.

Trust Beats The Bottom Line

When we asked consumers: ‘When choosing between competing brands this Black Friday, which factor is most likely to win your money?’, the results were clear. Nearly half of shoppers (47%) stated they would choose a brand they trust offering a fair discount. This completely outperformed the 33% of shoppers who simply want the biggest discount available.

This data proves that a race to the bottom on price is bad for profit margins and out of step with what consumers actually want.

How Shoppers Are Spending This Year

Our research also uncovered exactly what people are planning to buy and where they are located across the UK:

• The Christmas List: Over a third (35%) of shoppers use Black Friday sales to cross items off their Christmas lists, with the South West (57%) and Wales (56%) leading the charge.

• Personal Luxuries: 20% of shoppers are looking to treat themselves, an intent that indexes highest in Yorkshire and London.

• Big-Ticket Upgrades: 10% of buyers are holding out to upgrade household appliances and tech.

• Everyday Essentials: Another 10% plan to stock up on everyday items like toiletries and pet food, particularly in London.

Overall, two in five plan to actively hunt more deals than last year. With 41% planning to spend more than before, the commercial opportunity is significant for businesses that position themselves well.

Building Trust Before Peak Sales

If 47% of consumers base their Black Friday decisions on brand trust, you need to establish that credibility long before the sales go live*.

You cannot build trust overnight on a crowded social media feed. Instead, businesses need to align their messaging with respected local news environments. Independent research shows that local news sites are perceived as 87% more trustworthy than social platforms**.

By combining editorial trust with a behavioural footprint across 19.5 million unique UK users, we help you build bespoke audience segments tailored to your exact target market. Whether you want to reach bargain hunters in Hull or luxury shoppers in London, we ensure your message connects with the right local buyers.

Ready to protect your margins this Black Friday?

Stop competing purely on price. Contact our team today to learn how to build a trust-led Black Friday campaign that protects your profits and captures high-intent local shoppers. Complete the form below to get started.

* SOURCE: REACH ONEPULSE BLACK FRIDAY SURVEY: 509 Reach Readers

** Source: PA Consulting ‘Local Advantage’ Study for Reach