Strong appeal of Black Friday sales despite low levels of trust in advertised discounts

Just under 40% of consumers plan on purchasing during the upcoming sales, with those consumers expecting to spend an average of €400.

The author(s)

  • Kieran O'Leary Research Director
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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.

https://www.ccpc.ie/consumers/2022/11/14/ccpc-publishes-black-friday-cyber-monday-research-to-gain-insights-into-consumer-attitudes-towards-the-sales/

The author(s)

  • Kieran O'Leary Research Director