Britons are expected to spend almost £14 billion over this year’s Black Friday weekend – around £4 billion more than last year, according to research by Omnisend.
Despite growing concern among consumers about poor deals and scams, spending remains strong, as many households delay big purchases until the discount period and combine it with early Christmas shopping.
The data shows that the average shopper plans to spend £299 during Black Friday sales – an increase of £83 compared with last year. Cyber Monday and the days following are also expected to see higher activity, with average baskets now totalling £229, up £70 year-on-year.
Amazon continues to dominate as the go-to retailer for 76% of UK shoppers, but new players are entering the mix. Chinese marketplaces such as Temu (22%), Shein (21%) and TikTok Shop (14%) are gaining rapid traction among younger audiences.
As for what people are buying, fashion leads the way (49%), followed by technology and electronics (45%), and toys (28%) – as families look to spread the cost of Christmas over several weeks.
Interestingly, while spending is up, caution is also rising. Fewer people plan to use “buy now, pay later” services such as Klarna and PayPal Credit – just 17% say they will this year, down sharply from last year’s figures. And though a third of consumers expect to spend more overall, 71% still plan to cut back at Christmas, suggesting that even in a season of discounts, restraint is becoming part of the mindset.
The balance between consuming and slowing down
As consumers navigate Black Friday, the goal shouldn’t be to choose between reckless overspending and a total rejection of consumption. The key lies in balance making mindful choices and ensuring our spending is sustainable.
While spending is necessary to keep the economic system running – supporting businesses, jobs, and public services – it must be done with intention. Excess consumption can undermine financial stability, but the opposite extreme – a collective, total stop to consumption – is also unrealistic and would have severe social and economic consequences.
The challenge is to shift the mindset from simply consuming to planning.
An interesting counterpoint to Black Friday’s spending frenzy is the Buy Nothing Movement. These groups, often found on social media, encourage the giving or recycling of consumer goods and services – so-called “gifts of self” – as an alternative to traditional commerce.
On a personal level, choosing not to buy – or to buy less – can be a meaningful way to reduce waste, save money and rethink priorities. But taken collectively, a world that stops spending altogether would quickly slip into deep recession, with major social and economic consequences.
As mentioned earlier, the key lies in balance making mindful choices, not rejecting consumption entirely.
From spending to planning
This Black Friday, the real goal isn’t to resist every purchase, nor to buy everything that’s discounted. It’s to understand how spending fits within your broader financial plan.
Setting a clear budget and sticking to it allows you to take advantage of real savings – without losing sight of your long-term goals.
Budgeting is the first step in building your financial future. It shouldn’t be seen as a negative restriction that takes away enjoyment from life, but rather as a way to give your money purpose – consciously directing it towards what matters most, whether that’s fun, freedom, or the future.
By knowing exactly where your money goes, you eliminate guilt, reduce uncertainty, and gain a greater sense of control.
This acts as a financial safety net – an anxiety buffer that can help you face unexpected challenges, from a large bill to redundancy, without derailing your progress.
At Moneyfarm, we believe financial wellbeing isn’t about spending less or more, but spending – and saving – with intention.
Whether you decide to shop this weekend or sit it out, the key is to make every decision part of a bigger plan that supports both your present and your future.
*As with all investing, financial instruments involve inherent risks, including loss of capital, market fluctuations and liquidity risk. Past performance is no guarantee of future results. It is important to consider your risk tolerance and investment objectives before proceeding.
