UK shoppers favour in-store Black Friday buys for authenticity
UK consumer habits are shifting as concerns about online counterfeits and the desire for value drive more shoppers to physical stores during Black Friday and Cyber Monday. According to new research, trust in brand authenticity and interest in quality are prompting a notable percentage of shoppers to choose in-store retail experiences over online transactions.
Brand trust
The research found that almost half of Millennials (42%) intend to shop in physical outlets during Black Friday and Cyber Monday to avoid counterfeit goods available online. Overall, one in five consumers said they would prioritise in-store purchases to guarantee product authenticity, while a quarter cited greater trust in the genuineness of goods bought in person.
Dupe culture - where shoppers opt for budget replicas of branded products - remains prevalent online, with external studies indicating that a majority of consumers purchase alternatives and that Gen Z are driving this trend. Despite this, concerns over counterfeit products are leading a significant portion of shoppers to favour traditional retail, seeking reassurance in brand legitimacy.
"Consumers have always valued the store for purchase validation, wanting to see, touch and physically assess items to ensure their quality and suitability before buying. We're now seeing an extension of this, where dupe culture and question marks around authenticity online are making the physical retail the cornerstone for brand authentication and trust," said Andy Sumpter, EMEA Retail Consultant, Sensormatic Solutions.
Beyond price
While price remains a prominent factor in purchasing decisions during the peak trading period, its dominance has lessened. The proportion of shoppers who regard cost as the main driver for Black Friday and Cyber Monday purchases has fallen by 11 percentage points year-on-year to 66%.
Product quality has gained significance, ranking as the second most important consideration for 49% of respondents. Other factors, such as range (38%) and stock availability (37%), are increasingly regarded as crucial elements of a valuable purchase, reflecting a broader definition of 'value for money' among UK consumers.
"Even though price remains the top factor, inflation-weary consumers have become used to everything being 'expensive', which is why many are redefining their perceptions of value beyond cost alone. This reassessment means additional factors, such as quality, choice and stock assurance, are becoming table stakes in Black Friday purchasing decisions," said Sumpter.
Savvy shopping
The study also reveals a move towards smarter purchasing. More than a third of shoppers (37%) plan to use cashback or discount code platforms, with this figure rising to nearly half among Millennials. Around a quarter of all consumers (26%) expect to seek out bargains through retailers' resale platforms, jumping to 38% within the Millennial demographic.
Deal hunting remains a priority, with 73% stating they will invest more time chasing offers, up four points on last year. Millennials (79%) and Gen Z (74%) lead the search for bargains, reflecting increasing sophistication in shopping behaviour during peak trading periods.
"Shoppers won't just take Black Friday deals at face value. Motivated by getting the best value for money, they'll be scanning every channel, testing every discount format and weighing every payment option to make their disposable spending budgets work hardest," said Sumpter.
