Strong appeal of Black Friday sales despite low levels of trust in advertised discounts
The CCPC has published research conducted by Ipsos exploring consumer buying behaviours in advance of the upcoming Black Friday/Cyber Monday sales.
Electronics are the most popular purchase in the sales, with almost half of shoppers planning on buying a tablet, laptop, mobile phone or other electronic product. Just over a third plan to buy clothing or footwear, rising to half of under-25s who plan to shop in the sales.
The research also found that most consumers who are planning purchases (65%) reported that the price of the item would be the most important deciding factor in the purchase, with 23% saying that the discount is the most important factor. However, consumer confidence in the accuracy of advertised discounts is low. Of consumers intending to buy in the sales, 49% stated that they do not trust the accuracy of the discount information provided.
