United Kingdom: Black Friday purchase channels 2021

After the introduction of lockdown measures in 2021, consumers in the United Kingdom predominantly preferred shopping online rather than in-store. While a combined 87 percent of shoppers had a preference for online, about 10 percent of it included online purchases with the click & collect option. Only 17 percent of those surveyed in this study said they would do their Black Friday shopping in-store, a rate that was much higher in the pre-pandemic period.

Preferred channels for Black Friday and Cyber Monday purchases among consumers in the United Kingdom from 2018 to 2021

Characteristic	All online	Online/delivery	Online/click and collect	In-store
2018	74%	-	-	26%
2019	77%	-	-	23%
2020 post-lockdown	-	76%	12%	12%
2021	-	73%	10%	17%

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Release date

November 2021

More information

Region

United Kingdom

Survey time period

2018 to 2021

Number of respondents

2,004 respondents

Age group

18 years and older

Method of interview

Online survey

Supplementary notes

Data for years prior to 2021 are taken from reports previously published by the same source.
The source did not provide an exact date of release for data. In this statistic, date of access is used in lieu of date of release.

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