New research has revealed a widespread case of buyer's remorse following the Black Friday sales, with a significant number of shoppers regretting their spur-of-the-moment purchases.
The Scale of Shopping Regret
A study commissioned by Tesco Mobile, which polled 2,000 UK adults who have previously shopped the Black Friday deals, found that almost four in 10 (38%) consumers admit to Black Friday regret after splurging on impulse buys. The hype of the sales proves too much for many, with 44 per cent confessing they get swept up in the moment.
The items most likely to lead to post-purchase disappointment are clothing, kitchen gadgets, and skincare sets. Perhaps more startling is the finding that more than a quarter (27%) have made Black Friday purchases they have never even used, highlighting the scale of unnecessary spending driven by the event.
A Generational Divide in Spending Habits
The research uncovered a clear generational gap when it comes to impulse purchase regret. Younger shoppers are far more susceptible to second thoughts, with a striking 60 per cent of Gen Z admitting to regretting a previous Black Friday buy. This contrasts sharply with the more cautious Baby Boomer generation, where only 21 per cent reported similar feelings of remorse.
In response to past mistakes, a shift in behaviour is anticipated this year. Half of those planning to shop in the sale said they would be more likely to plan their purchases in advance, moving away from impulsive decision-making. Furthermore, many are using the event strategically, with 29 per cent intending to buy Christmas presents for others and 26 per cent targeting bargains on electronics.
Expert Advice for Smarter Shopping
Tesco Mobile has partnered with consumer behaviour expert, Dr Amna Khan, to help shoppers make more considered choices. Dr Khan explained the psychological drivers behind impulse spending: “Consumers' perceptions of Black Friday influence whether they will purchase impulsively. Those who feel as though they are getting a bargain will have a psychological response of feeling happy, excited, and a rush of dopamine, which in that moment will create a sense of urgency to buy, as they fear missing out.”
She added, “However, these feelings can turn into regret if shoppers significantly overspend. Black Friday can still be a positive experience when shoppers stay focused on intentional purchases - particularly Christmas gifts, which research shows bring a genuine emotional benefit for the giver.”
The research, conducted by OnePoll.com, also identified what shoppers want most from the discounts. Electronics (42%) and clothing (38%) top the list of items consumers would love to see discounted more heavily. Nearly a quarter (22%) are keen to find extended savings on mobile phones and phone contracts.
When it comes to mobile plans specifically, the study found that 67 per cent of consumers consider cost the most important factor, while 41 per cent prioritise the amount of minutes and data. One in five focus on fixed prices as the key component of a good deal.
Laura Joseph from Tesco Mobile, which is offering Black Friday deals alongside no EU roaming fees and frozen prices for contracts, said: “Black Friday is a key moment for families looking to make their money go further - at a time when household budgets are under extra pressure, we know every pound matters. That’s why Tesco Mobile is focused on delivering real value. It's all about giving customers confidence and peace of mind when they need it most.”
