“Timing is a big part of this."
More than half of UK consumers expect to shop during this year’s Black Friday and Cyber Monday sales, with Christmas gifting emerging as the biggest motivation for spending.
However, wages could influence when shoppers are able to take advantage of discounts, with payday falling after Black Friday for many.
New research from data specialist CACI suggests that retailers are bringing their promotional offers forward to capture spending earlier in the month.
The findings also reveal differences in shopping intentions across age groups, genders and regions, highlighting how consumer priorities vary ahead of the festive season.
With Black Friday falling on November 27 and Cyber Monday on November 30, the timing of this year’s sales could prove particularly important for retailers hoping to attract Christmas shoppers.
Christmas Gifting
Research from CACI’s latest Voice of the Nation survey, based on a nationally representative sample of 2,000 respondents across the UK, found that 57% of consumers expect to make purchases during the Black Friday and Cyber Monday period.
Shopping intentions are particularly high among younger consumers, with 83% of under-35s expecting to make purchases. This compares with fewer than 40% of those aged over 55.
Of those planning to shop, 58% intend to purchase Christmas gifts, while 40% plan to buy something for themselves.
Households with children under 18 are more likely to use the sales for Christmas shopping, with 64% intending to purchase gifts, compared with 55% of shoppers without children at home.
There are also regional differences in Christmas shopping intentions.
In Wales, 77% of shoppers plan to use the period to buy gifts, compared with 52% in London. However, CACI found no notable difference between shoppers living in rural and urban areas.
Age and gender also influence purchasing plans.
While older consumers are slightly more likely to shop for Christmas gifts, they are less likely to purchase something for themselves.
Among shoppers aged over 45, 35% intend to buy something for themselves, compared with 43% of those under 45.
Women are more likely than men to use the sales to purchase Christmas gifts, with 63% planning to do so compared with 53% of male shoppers.
Men, meanwhile, are more likely to buy something for themselves, at 44% compared with 36% of women.
How Black Friday Spending could be Affected
The timing of November’s payday could also influence spending during the sales.
CACI found that 26% of consumers are paid on the last working day of the month, which falls on November 30, coinciding with Cyber Monday.
This means that a significant proportion of consumers will receive their November wages after Black Friday on November 27.
CACI suggests that this could leave shoppers with less disposable income when the sales begin, helping to explain why retailers are bringing promotional offers forward to attract customers earlier in the month.
The research also found that 19% of consumers enjoy finding Black Friday bargains even when they do not particularly need them.
However, with Christmas gifting emerging as the leading purchase motivation among those intending to shop, the findings suggest that seasonal spending is an important factor behind consumer interest in the sales.
Chris Lidington, director of Retail, FMCG and Logistics at CACI, says:
“The recent Voice of the Nation survey findings reveal that Black Friday and Cyber Monday remain an important opportunity for retailers, but understanding what is driving consumer spending is key.
“With Christmas gifting emerging as the primary motivation for many shoppers, retailers have an opportunity to capture seasonal spend earlier, while differences across genders, household types, and regions highlight the importance of understanding their audiences.
“Timing is a big part of this. With payday not landing until Cyber Monday for a quarter of UK adults, many shoppers will be at their most financially stretched when Black Friday arrives, which explains why so many brands are bringing their offers forward to catch spend earlier in the month.
“With only around one in five shoppers saying they enjoy hunting for bargains they don’t really need, the findings suggest that a successful Black Friday strategy is about more than price promotions.
“It is about understanding consumer priorities and giving people a compelling reason to buy, at the point they are ready to spend.”
Black Friday 2026 suggests that shoppers are approaching the sales with Christmas shopping firmly in mind, rather than simply looking for discounts on products they do not need.
However, with payday falling on Cyber Monday for a quarter of consumers, the timing of promotions could influence when shoppers choose to spend.
For retailers, understanding these purchasing priorities and making offers available when customers are financially ready to buy could be key to attracting spending throughout the Black Friday period.
