Black Friday 2016: Big discounts in tech but are consumers missing savings elsewhere?

London: Wednesday 2nd November, 2016: Black Friday has long been thought of as a time to bag a bargain on a television or a games console but hotukdeals, the UK’s biggest deal-sharing community, has found that, on average, throughout Black Friday and Cyber Monday bigger discounts can be found across other product categories.


By analysing Black Friday and Cyber Monday deals, as posted by its 1.5m members over the last two years, hotukdeals has determined that whilst consumers are more likely to purchase items relating to technology, which have big discounts at this time, there are bigger discounts to be seen across other product categories such as fashion, home and garden and items for babies and children.   


Analysing deals posted on hotukdeals during the Black Friday period versus the comparator periods before and afterwards, the highest uplift in traffic is seen in computers (laptops and tablets) with a 75 percent increase, audio-visual (TV’s and speakers) with a 67 percent increase and gaming (consoles and videogames) with a 66 percent increase, showing how products relating to technology are still the main focus for shoppers during this time.


Average discounts across these categories have been high over the last two Black Fridays with items such as televisions and audio equipment being 31 percent cheaper; laptops, tablets and other computer-related items 31 percent cheaper; gaming 23 percent cheaper and smartphones and other mobile products, on average, 38 percent cheaper. However, even bigger discounts can be seen across other product categories during this period. For examplehotukdeals has found that items for babies and children (such as toys) have been, on average, 50 percent cheaper, whilst items for the home and garden such as furniture have had average discounts of 47 percent over the last two years. For those looking to purchase clothes, hotukdeals has found that fashion products are, on average, 41 percent cheaper during Black Friday and Cyber Monday.


Danny Munday, general manager of hotukdeals said: “With general uncertainty concerning the effects of Brexit and the weakened pound on pricing, smart consumers will already be seeing Black Friday as a great chance to secure deals before inflationary effects hit. Even savvier consumers will find that not only are there strong deals to be had on those categories that are traditionally associated with Black Friday, but they will also find deals that are as strong, if not stronger, in other areas. Fashion is, in particular, a category to watch. Fashion sales are in decline after seven years of growth so retailers will need to compete – especially online – to attract customers. We’ve already seen huge PlayStation 4 discounts at the end of September and with the launch of the PS4 Pro on 10th November, we expect to see much more in the way of gaming deals as retailers discount to capitalise on what has become a vital annual trading event.”


Munday continued, “With so many deals available during this time, it’s easy to miss some and harder to know which ones are genuine deals. Consumers should check and compare prices and monitor comments on deal-sharing websites like hotukdeals, where deal-savvy members share price histories and retailer experiences to ensure you’re paying the right price and for a quality item.”


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