Black Friday seems to be an event with a strong capacity for surprises in the UK. Last year it was the scale of interest, this year it featured deserted shops despite many opening early in anticipation of a large turnout, according to a survey conducted by IMRG and the online surveys company Toluna.
– This survey suggests it was primarily the people who would usually shop online as well as in-store that opted to avoid the early morning crowds, potentially influenced by the images of scuffles in stores from last year that were widely broadcast the night before Black Friday, says Andy Mulcahy, editor at IMRG.
One-Third Had a Change of Mind
The survey found that 7% of people planned to shop ‘in store only,’ and 21% of people reported that they would shop ‘online only,’ and these numbers remained consistent across Thursday, Friday and finally post-Black Friday, on Saturday.
Conversely, 17% said that they planned to shop both online and in-store on Black Friday, but only two-thirds of these actually said they had done so in the Saturday survey.
– Consumer behaviour changes quickly. Shoppers that thought they were going use both instore and online channels around Black Friday clearly decided to ‘avoid the crush’ in such numbers that stores were left empty, says Paul Twite, Managing Director, Toluna UK.