UK Black Friday spending soars in pet sector as big baskets lead
UK shoppers spent more on their pets than any other category during Black Friday, according to new data. Visualsoft, an eCommerce platform provider, reported that average order values in the Pet and Equine sector increased by 56% compared with last year. Revenue from this category also rose 44%, making it the strongest performing category over both Black Friday and the wider sales period.
The data shows that overall average order value across all sectors grew by 5.8% to £121.63. Consumers made larger purchases per order. Visualsoft noted that many shoppers likely did this to meet free delivery thresholds and optimise savings.
Most retail sectors saw declines in revenue. Home and Garden dropped 17.5%, Jewellery and Watches fell 18.2%, and the Children's category declined the most at 20.5%. These results indicate shoppers were more cautious with discretionary spending on higher priced items and non-essential categories.
Health and Beauty was one of only two sectors to report revenue growth. Revenue increased by 3.6% compared to last year. Average revenue per store in Health and Beauty grew 26%. Order numbers over the Black Friday weekend climbed by more than 20.5%. Shoppers appeared to purchase premium products at discounted prices after delaying earlier in the year.
Shopping Patterns Shift
Retailers recorded larger basket sizes but fewer overall orders in several categories. The report highlighted consumer selectivity about where and how they spent money. Shoppers chose essentials or small, indulgent items that could deliver immediate value or satisfaction.
Some categories aligned with gifting and seasonal purchases saw growth during Black Friday weekend. The Hobbies sector rose 25.4% in revenue. Fashion and Footwear climbed 19.4%, and Sports and Outdoors increased by 18.4%. Higher volumes in these areas reflected interest in seasonal needs and presents.
Search data for the month showed a focus on gifts. Sergio Tacchini, a sportswear brand, received over 38,000 searches, benefiting from cultural trends such as the Oasis band reunion. Jewellery, fashion, and Christmas-related items also figured highly in searches, suggesting gift buying remained top of mind for shoppers. On Black Friday itself, Nomination overtook Pandora in jewellery searches, signalling a shift in brand preference as deal-seeking intensified.
Customer Experience and Loyalty
Analysis of behaviour patterns revealed shoppers typically browsed deals in the morning and returned in the evening to complete purchases. Retailers offering direct savings, easy purchasing processes, and loyalty programme incentives outperformed others during the busiest trading periods.
Visualsoft said that unified commerce strategies are increasingly important. Research found 88% of UK consumers shop with the same retailer both online and in store. Retailers face pressure to create seamless experiences that work across different channels.
"The rise in AOV and the strong performance of key sectors show that customers remain willing to spend when they trust the value and know what they are getting. We're also seeing that loyalty programmes have become an important part of this, especially for younger shoppers who expect rewards that stretch their budgets," said Jen Pollard, Senior Analyst, Visualsoft.
Pollard added that Black Friday trading is transitioning rather than shrinking. The focus is moving toward deliberate, price-aware purchasing and combining items for larger orders. She said retailers who keep shopping journeys simple and offer clear communication continue to perform in a cautious retail environment.
