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Black Friday: 30% of UK consumers believe it's a good idea

18 December 2014

In the aftermath of the Black Friday sales, widespread criticism about the erratic shopping behaviour of consumers on the hunt for ‘killer-bargains’ emerged. However, a new Canadean survey finds that UK shoppers have a less negative view on Black Friday than one might think. 

The survey of 2,000 UK adults shows that while 48% of consumers say that UK shops introducing Black Friday sales is a bad idea, 30% say it is a good idea and a further 22% are not sure. According to Canadean, this indicates that the negative attitudes displayed in the media towards Black Friday sales do not fully mirror consumer sentiment.

Good way to get a bargain for financially strained families

Almost a third (30%) of UK consumers believe that Black Fridays are a good idea, with the main reasons being “it’s a good way to get a bargain” (65%) and “it helps people with a limited budget buy things they might not normally be able to afford” (51%). A positive attitude towards Black Friday is most likely to be found among those aged between 18 and 24 (49%). Veronika Zhupanova, analyst at Canadean, says: “It has to be remembered that many families are struggling with their budget, making Black Fridays the best way to purchase Christmas presents and home appliances at an affordable price – despite the stigma attached to them.”

55+ consumers worry about eroding Christmas values

Negative attitudes towards Black Friday sales are highest among older consumers aged over 55, with 59% thinking they are a bad idea. Zhupanova adds: “Older consumers feel that Black Fridays erode the traditional values of Christmas. They also tend to be more concerned about moral values than physical discounts.” When asked why they have a negative attitude towards those sales, for most consumers the primary reasons are “it brings out the worst in people” (72%) and that “people get hurt” (51%).

Girls Fighting Over Top

Older consumers worry that Black Friday sales bring out the worst in people, but the younger generation thinks they area good way to snap up a bargain. 



All numbers used in this text are based on a Canadean survey of 2,000 UK based adults, conducted in December 2014. 

Please get in contact if you have any questions to this or other Canadean surveys. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email

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