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Black Friday/Cyber Monday purchase channels in the UK 2020

After the introduction of lockdown measures in 2020, consumers in the United Kingdom predominantly preferred shopping online rather than in-store. While nearly 90 percent of shoppers had a preference for online, about 10 percent of it included online purchases with the click & collect option. Only about one in ten of those surveyed in this study said they would do their Black Friday shopping in-store, a rate was much higher in previous years.

Preferred channels for Black Friday and Cyber Monday purchases among consumers in the United Kingdom from 2018 to 2020

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Release date

November 2020


United Kingdom

Survey time period

2018 to 2020

Number of respondents


Age group

18 years and older

Method of interview

Online survey

Supplementary notes

*The report is based on an online survey of a nationally representative sample of 2,230 adults conducted between 13-15 and 28-29 October, and a top-up survey of 2,003 adults between 5-6 November following the closure of non-essential shops in England.

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Statistics on "Black Friday in the UK"

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