Britons plan to splash lockdown savings on Black Friday and Christmas this year

Britons have accumulated around £200bn in lockdown savings during the Covid-19 pandemic and intend to spend much of it during the Black Friday and Christmas period this year.

New research from specialist media platform Future, reveals that 82% of consumers plan to be more or as engaged with Black Friday and Christmas as they were last year with 55% planning to make Christmas the biggest celebration yet.

Christmas 2020 was a muted affair for many last year with much of the country living under "Tier 4" Covid restrictions preventing inter-household mixing and forcing non-essential retailers to lockdown in the days leading up to 25 December.

Some 2,000 nationally representative consumers were asked to respond to the survey, which included more than 30 in-depth questions about Black Friday and Christmas planning, budgets, gifting, shopping and preparing. Of this sample, 54% of respondents were readers of Future titles.

Looking at Future readers specifically, the analysis reveals over half of respondents (54%) will make their Black Friday purchases online this year, with online marketplaces, brand websites and online independent stores taking the top three positions for shoppers’ confidence, and 42% will use Black Friday shopping as their main source for this year’s Christmas gifts.