New research from consumer association Which? reveals that almost half of us have never shopped over the Black Friday weekend before, and only half of those who intend to shop today (Friday November 25) believe they will get a good deal.
For the survey, which was conducted last weekend by Populus on behalf of Which?, 2,088 members of the public were asked how and when they do the majority of their Christmas shopping, and their reasons for preferring to shop online or in-store.
The study also revealed Christmas shopping likes and loathes, both on the high street and online.
Three-fifths (62%) of respondents hate the busy crowds in stores and on the high street, a quarter (27%) hate how untidy the shops are at Christmas and while nearly one in six (17%) said they hated listening to the constant Christmas music - while two-fifths (37%) love the Christmas spirit in-store
Of those planning to do most of our gift shopping online, more than half (56%) said they prefer to do research online before they buy. And three-fifths (60%) believe they will get a better deal online.
Alex Neill, managing director of home and legal at Which? said: “Don’t believe the hype. Which? has shown that Black Friday isn’t all it’s cracked up to be. Whether you’re looking to bag a bargain online or in-store this weekend, do your research so you stand a chance of knowing whether you’re getting a good deal - and don’t buy for the sake of buying.”