Black Friday: How Retailers Can Win Over FOMO-Driven Shoppers

This Black Friday, retailers are uniquely positioned to meet consumer expectations—and capture loyal customers in the process. New research from Voyado reveals that, while more than a quarter (27%) of Brits feel a sense of urgency to shop during Black Friday, this drive represents a major opportunity for brands that know how to stand out.

“With consumers planning their purchases in advance and facing pressure to buy, it’s crucial for businesses to promote the right products to the right customers. ”

Smart retailers can recognise and harness the emotional drivers behind Black Friday behaviour to build stronger customer relationships—not just for one day, but for the future.

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Key findings from the research include:

• More than a quarter (27%) of Brits who shop during Black Friday week ‘feel pressured’ to make a purchase on Black Friday, mostly (48%) due to fear of missing out (FOMO) on limited-time deals.
• Planning purchases can help with the pressure – something just over a quarter of those who make purchases during Black Friday week do, by comparing prices two to four weeks in advance (16%) or creating a specific budget more than a month in advance (12%).
• What categories are trending? Personal electronics topped the list of the products most plan to buy on Black Friday (31%), followed by fashion (25%), home goods (25%), toys (21%), and health/beauty (20%).

Retailers can help to ease the pressure and avoid overwhelming shoppers by sending the right offers at the right time. Erica Sandelin Ekelund, CEO of Voyado, says: “With consumers planning their purchases in advance and facing pressure to buy, it’s crucial for businesses to promote the right products to the right customers.

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“Consumers are more informed than ever, and while discounts matter, trust is an equally important factor driving sales. To make the most of this crucial shopping season, retailers must use their data effectively, segmenting customers based on product interest, purchasing history, location, and more. By doing this, retailers can ensure their offers hit the mark and really speak to shoppers.”

The survey was conducted by Censuswide on behalf of Voyado, among a sample of 2,010 general respondents (aged 16+) across the UK (Nationally Representative). The data was collected between 01.11.2024 and 05.11.2024. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. cis also a member of the British Polling Council.