Mintel forecasts steady Christmas as British shoppers embrace Black Friday!

*Mintel forecasts December retail sales to be worth £48.7 billion 

*39% of consumers bought something during last year’s Black Friday promotions - Electrical items were the most popular purchases - bought by 49% of Black Friday shoppers

Love it or loathe it, Black Friday is now fully ingrained in the UK retail calendar.  While the official date of Black Friday isn't until November 29, many retailers are launching special deals starting from today, Friday, November 22, catching shoppers who want to do some early Christmas shopping.  

So whether you want to brave the high street full of bargain hunters and tourists or opt for shopping online in the peaceful home (or office) setting, there are serious deals and savings to be had, from electronic toys to games consoles, clothing, beauty and personal care.

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Black Friday is a tradition that originated in the US where retailers cut prices the day after Thanksgiving.  In recent years, UK retailers have hoped on the bandwagon and embraced it as a major annual shopping event in the run-up to Christmas.


According to retail and market experts at Mintel, last year almost two in five (39%) British consumers made a purchase during the Black Friday promotions.  Avoiding the retail rush, 86% of Black Friday shoppers bought online, while just under three in ten (29%) bought in-store. Amazon was the most popular destination, with 42% of Black Friday buyers shopping with the online giant during the event. 

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Overall, electrical items were the most popular purchases, bought by 49% of Black Friday shoppers, followed by clothing and footwear (38%) and beauty and fragrance (25%). 

Nick Carroll, Associate Director of Retail Research at Mintel, said:  “Black Friday is here to stay, and we expect it to be potentially the biggest it’s ever been in the UK. Unlike in recent years, Black Friday 2019 falls right at the end of the month - after payday and less than four weeks before Christmas. This makes perfect timing to capitalise on shoppers who are looking to save during this uncertain period.
Mintel forecasts December retail sales to be worth £48.7 billion 

Despite a particularly tough year, Mintel forecasts some Christmas cheer for Britain’s retailers. Latest research predicts that December’s retail sales will reach £48.7 billion, growing a respectable 3.8% compared to last December when sales hit £46.9 billion.  

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Sales through non-food retailers this December are expected to reach £23.9 billion (including £4.2 billion from online sales generated by physical stores); while food retailers will enjoy sales of £18.8 billion (including £1.4 billion from online sales generated by physical stores). And in the battle between the clicks and bricks, Mintel estimates that internet pure players (online only retailers) will account for £6.0 billion worth of sales.

Mintel forecasts total online sales this December will be worth £11.6 billion, accounting for 23.7% of all retail sales.

Nick Carroll, Associate Director of Retail Research at Mintel, said: “The past few festive periods have shown that customers can be resilient in the face of uncertain times and we believe underlying demand will hold up reasonably well. Customers will, of course, be looking for value, and with fewer days between Black Friday and Christmas this year retailers’ margins may be particularly stretched.

“Although high-street retailers may be under pressure … those that can provide valued experiences whilst tapping into other underlying trends, such as local sourcing and ethical production, combined with attracting value-conscious shoppers, put themselves in a good position this festive season.”