Avoid this common mistake that often leaves Black Friday shoppers wishing they had planned ahead.
Almost four in 10 shoppers admit to Black Friday regret after splurging on impulse buys, new research shows. A survey of 2,000 adults who have previously indulged in Black Friday deals revealed that 44% get caught up in the frenzy with clothing, kitchen gadgets and skincare sets top of the list of regrettable buys.
Shockingly, more than a quarter (27%) confessed to buying items they’ve never even used. Younger shoppers, particularly Gen Z, are more susceptible to post-purchase regret, with 60% admitting to having second thoughts about a previous Black Friday purchase, compared to a mere 21% of Boomers.
This year, half of the bargain hunters said they would be more likely to plan their purchases in advance, rather than succumbing to impulse buying.
As the Black Friday sales approach, almost a third (29%) plan to use them to snap up Christmas presents for others, while 26% are on the hunt for discounted electronics.
The study was commissioned by Tesco Mobile, which has teamed up with consumer behaviour expert Dr Amna Khan to help shoppers make smarter, more considered choices during this year’s sales.
Dr Khan explained: “Consumers’ perceptions of Black Friday influence whether they will purchase impulsively.”
She added: “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.
“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.”
For those bargain hunters this month, electronics (42%) and clothing (38%) are the top items they’re hoping to see with deeper discounts.
And nearly a quarter (22%) are eager to find extended savings on mobile phones and phone contracts, as per the data from OnePoll.com.
In general, 67% regard cost as the most crucial factor when considering a new contract, with 41% prioritising the amount of minutes and data they receive.
However, one in five focus on fixed prices as the key element to a good deal on a new mobile plan.
Laura Joseph from the brand, which is offering Black Friday deals as well as no EU roaming fees and frozen prices for contracts, commented: “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.”
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