Cyber Monday surpasses Black Friday in UK as shoppers seek value

UK online shoppers are changing their approach to promotional shopping events, with data showing Cyber Monday has overtaken Black Friday in popularity for the first time. Recent figures from global gifting marketplace Flowwow and marketing platform Admitad reveal a shift in behaviour driven by economic pressures and a growing focus on value and emotional relevance.

Shopping patterns

Online shopping activity during the Cyber Weekend is at record levels. Black Friday sales are expected to surpass GBP £1.19 billion, while overall spending throughout the long weekend is forecast at GBP £3.8 billion. This equates to almost GBP £1 billion per day, highlighting the sustained appeal of digital shopping events among UK consumers despite inflation.

Admitad's analysis of more than 300,000 UK orders indicates a change in consumer behaviour. Cyber Monday purchases this year exceeded those of Black Friday by 9%. Total online orders increased 5% year-on-year, while gross merchandise value rose by 7%. The average order value also climbed, from GBP £46 to GBP £49. Mobile transactions now account for 31% of shopping activity, up from 27% last year.

Value-driven choices

Consumers are displaying more selective purchasing habits. They are weighing the value and emotional resonance of purchases, and shopping less often but with a higher average spend. Marketplace platforms continue to dominate; 68% of all transactions occurred on major sites such as Amazon, eBay, and Etsy.

Fashion was the leading category, accounting for 22% of purchases. Electronics followed at 19%, with home goods at 18.2%. The home sector saw the strongest growth at 17% year-on-year, suggesting an increased focus on domestic comfort and lifestyle improvements.

Rethinking deals

There is a discernible move away from indiscriminate discount hunting. Shoppers are now prioritising personalised and higher-value items. Demand is rising for bespoke and local products, particularly in the gifting sector. Flowwow's figures indicate a 29% jump in Black Friday average order value, from GBP £74 to GBP £96, while Cyber Monday's average order value reached GBP £139.

Categories such as home décor, ornaments and festive items have recorded the largest gains. There is also evidence of a rise in 'self-gifting', as shoppers choose items that reward themselves or serve as meaningful presents for loved ones. Personalised gifts, such as bespoke flowers with messages for friends and family, have been particularly popular.

Changing motivations

"Under the pressure of higher living costs, UK shoppers have become more deliberate. They buy less frequently but increase the value of each order to make discounts and delivery costs feel worthwhile. This behaviour is driving the rise of self-gifting and stronger engagement throughout the holiday season." said Slava Bogan, CEO, Flowwow.

Flowwow anticipates these trends will continue into 2025, forecasting a 24% rise in Cyber Monday order numbers, fuelled by the demand for personalised, local gifts.