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24th November 2025
09:59am GMT
Black Friday shoppers save an average of £132 by spending over an hour scouring for deals before buying – but those who plan ahead could stand to save even more.
A poll of 2,000 adults found almost eight in 10 (78 per cent) will be preparing in some form ahead of the retail event, which falls on Friday November 28th.
As it stands, they’re set to spend an average of 66 minutes researching and comparing deals to make the most of Black Friday discounts.
The research revealed that, based on the average amount saved in last year’s sales, people are saving over £2 per minute of planning.
Considering more than a third (38 per cent) tend to form a plan of action at least a week in advance, this could be leading to some juicy deals for those who come prepared.
With many also employing additional tactics such as finding coupon codes (23 per cent), using price comparison tools (21 per cent), and buying through cashback sites (20 per cent) to make their money go even further.
This level of preparedness reflects the sentiment held by 65 per cent that say Black Friday is important because it helps them save on something they genuinely need (41 per cent) or they feel smart and savvy for doing so (28 per cent).
And with elevated cashback rates available across the weekend, TopCashback, which commissioned the study, estimates its members will save around £4 million between Black Friday and Cyber Monday.
With so many already preparing ahead of time, the weekend before the sales has become a crucial moment for shoppers to get organised.
Often used to finalise wishlists, compare prices, and set budgets, ‘Prep Sunday’ falls five days before the big event and gives people the chance to line up the best savings.
Adam Bullock, UK director at TopCashback, said: “It’s no secret that Black Friday can feel overwhelming, with thousands of deals dropping at once.
“A little preparation goes a long way, which is why we’re encouraging people to make the most of ‘Prep Sunday’ – landing the weekend before Black Friday.
“Spend a bit more time establishing your budget, pulling together a list of what you need, comparing prices and checking where cashback is available.
“It makes the shopping experience less stressful and ensures you’re getting genuine value.
“And with so many people already preparing in advance, it’s great to see shoppers being thoughtful about what they buy.
“And for those doing Christmas shopping this year and have yet to start, this is the perfect time to get organised and make every pound go further.”
The study also found Millennials are expected to capitalise on Black Friday the most with an average spend of £650 this year, while Gen Z estimate they’ll spend £553 and Boomers £321.
People typically bought four items on previous Black Friday events and are planning to take the exact same approach this year.
For those looking to spend, Apple AirPods, a Ninja air fryer, and New Balance trainers are among the most sought after products this year.
Other popular items shoppers are searching for include an iPad Pro, Levi’s 501 jeans and the Shark vacuum cleaner.
But the top product to bag a bargain on this year is video games, which 22 per cent of Millennials and 16 per cent of Gen Z are interested in.
The PS5 Pro, PlayStation 5 Slim, and Xbox Series X all feature in the list of top products on the shopping list this Black Friday, with a quarter (24 per cent) believing this is the best time of year to buy tech products in particular.
Other categories people are most keen to get a deal on are clothes, perfume, and skincare.
A fifth (22 per cent) reckon it’s the best sales period of the year, with 36 per cent getting excited for the shopping day, compared to just 16 per cent who feel the same about the January sales.
This may be why nearly half (47 per cent) of adults have even set money aside specifically to spend during Black Friday, according to the OnePoll.com data.
One in three (31 per cent) like shopping during Black Friday because it gives them the sense that they’re saving money they wouldn’t have otherwise.
For a second year running, the cashback site has worked with Britain’s Coupon King to help shoppers make the most out of Black Friday this year.
Jordon Cox, Britain’s Coupon King said: “People assume the biggest Black Friday discounts are obvious, but the real savings come from doing a bit of prep ahead of time – It doesn’t take long and it can save you a small fortune.”
1. Stack your savings
Black Friday is one of the few times you can combine multiple discounts. Newsletter codes, retailer promotions, and bonus cashback rates can often be stacked together, so check to see if you can shave £10s or even £100s off big-ticket buys.
2. Use price promises to your advantage
Many major retailers now offer price-promise guarantees, meaning if something you’ve bought drops further on Black Friday, you can claim back the difference. It’s worth checking websites on the day, as competition can push prices even lower.
3. Compare before you commit
The same product can vary widely in price across retailers, especially in November, so a quick comparison across different sites helps ensure you’re getting the best deal – why not use ‘Prep Sunday’ to compare before you commit? Once you’ve found the lowest price, check whether you can earn cashback on top.
1. Video games
2. Branded perfume/aftershave
3. Apple AirPods Pro 3
4. iPad Pro
5. Ninja air fryer
6. PlayStation 5
7. Apple iPhone 17 Pro Max
8. New Balance trainers
9. PlayStation 5 Pro
10. PlayStation 5 Slim
11. Xbox Series X
12. MacBook Air M3
13. LG OLED TV
14. Nike Air Max 270
15. Shark vacuum cleaner
16. Levi’s 501 jeans
17. Samsung Galaxy Z Flip5
18. Apple iPhone (older model)
19. LED face mask
20. Jellycats
21. UGG boots
22. Dyson vacuum
23. KitchenAid stand mixer
24. Amazon Fire Omni Mini-LED TV
25. Ring Video Doorbell Pro 2
26. Meta Quest 3
27. Dell XPS 13 laptop
28. Sony WH-1000XM5 headphones
29. Adidas Ultraboost
30. A Dyson Airwrap
31. Crocs Classic Clogs
32. Google Nest Thermostat
33. Lululemon leggings
34. Ninja Creami
35. Holland and Barrett Rosemary Hair Serum
36. Ooni pizza oven
37. Fitbit Charge 6
38. Philips Sonicare toothbrush
39. Kindle Paperwhite
40. Barbie Dreamhouse
41. Vax cordless vacuum
42. HP Envy printer
43. MagSafe Magnetic Power Bank
44. Shark FlexStyle
45. Squishmallows
46. Stanley Quencher tumbler
47. Fuggler toys
48. Instant Pot Duo
49. Dyson V16 Piston Animal
50. Roomba vacuum
