UK shoppers struggle with tech issues on Black Friday deals

New research by HONOR has highlighted the challenges faced by British shoppers during the Black Friday sales, revealing that a significant portion are frustrated by technology issues while bargain hunting.

The study, which surveyed 2,000 UK adults, found that 62% of respondents find it difficult to resist a good bargain, with 1 in 5 expressing excitement for the Black Friday event. Despite their enthusiasm, 1 in 3 experienced their electronic devices freezing or crashing while searching for deals, while 1 in 5 were frustrated by slow device speeds.

HONOR's research details that many consumers engage in creative strategies to maximise savings. It was found that half of those hunting for deals operate three or more email addresses specifically to access various discount codes and offers for new customers. In parallel, they spend nearly three hours on average browsing multiple tabs during Black Friday.

Despite these efforts, fewer than 10% of the shoppers set up accounts with major retailers ahead of time, which could streamline the checkout process. Additionally, only 15% of respondents stay up until midnight to catch early discounts, which is noted as an effective way to secure popular items before they sell out.

"Shoppers are feeling the strain of deal hunting, with an overwhelming number of discounts and retailers taking up an unnecessary amount of time and patience," said Tony Ran, CEO of HONOR Europe. "When it comes to finding the best deals during Black Friday, preparation and the right tech are key. At HONOR, we understand the thrill of finding a bargain and the challenges that come with it. That's why we're committed to empowering shoppers with innovative technology like the HONOR Magic V3, designed to enhance your shopping experience with its multi-tasking capabilities and reliable performance."

Many deal hunters seem to overlook important tactics, as only 1 in 4 plan their purchases in advance and a similar number use price comparison sites to ensure the best deals. The volume of deals also overwhelms 28% of shoppers surveyed.

For technology solutions during the sale period, HONOR proposes the Magic V3 as an option. Its features include a large foldable display allowing for multiple apps and tabs to be opened simultaneously, promoting efficient price comparisons. The device further includes Magic Portal, an AI-powered feature that predicts user needs to assist with quick access to essential apps and retail sites.

In their pursuit of savings, many respondents are also willing to modify their lifestyle habits to allocate more funds for Black Friday purchases. This includes 45% who would stop eating out, 44% who would eliminate takeaways, and 35% willing to forgo their regular coffee-shop habit. Nearly a quarter consider reducing subscriptions.

The survey underscores the significant behavioural commitments made by shoppers in anticipation of Black Friday, highlighting the extensive measures they are prepared to undertake to secure the best deals available.