Black Friday shoppers are expected to shell out a total of £6 billion this year, a £400 million jump on 2019’s figure.

This is according to research from shopping comparison site, which added that the average shopper will spend £296.

This marks an 18% or £45 increase on last year’s £251. 2018’s figure was even lower at £235.


However, only 20.3 million Brits will spend during the sales – a significant 8% decrease since last year’s 22.1 million.

The decrease, suggested, could be a result of the financial hardship that has hit only some of the population since the pandemic hit.

While some have seen job losses, furlough and pay cuts, others have found that they have more money post-lockdown due to the lack of opportunity for holidays, dining out and high street retail. This accounts for the higher average spend.

Elsewhere, only 6% of Brits will complete their Christmas shopping solely in-store – a significant decrease caused directly by the coronavirus pandemic.

This is compared to the 66% who plan to shop exclusively online this Christmas.

Georgia-Rose Johnson, shopping expert at, said:

“With the pandemic and lockdown causing such disruption to people’s lives and careers, you might expect people to shut their wallets this Black Friday weekend and for overall spend to fall.

“While this does appear to be the case in the sense that the number of people participating is predicted to decrease, overall spend is actually set to be higher.

“This means those taking part will be spending significantly more than last year and is perhaps an example of how Britain is becoming financially divided.

“Many have experienced great financial difficulty this year, but some people are actually better off as a result of not having to commute and a lower spend on socialising.

“For these people, the weekend of sales could be an opportunity for some retail therapy.”