With Black Friday sales reaching unprecedented levels last year, and data from Bazaarvoice showing that 59% of shoppers begin their Christmas shopping during the Black Friday to Cyber Monday window, there’s a growing focus on finding the best deals and making your pounds stretch further. This season is expected to see a surge in demand, driven by shoppers who are eager to secure top value on their purchases.
Here’s how shoppers can prepare to make the most of Black Friday and make smarter spending decisions on the big day…. and this also acts as a reminder to brands on where to focus their efforts to engage with consumers!
1. Start with reviews: See what others are saying before you buy
Reviews are critical to making confident purchases, especially on big sale days when shoppers have limited time to research. Bazaarvoice data shows that nearly 36% of shoppers prioritise product quality and reliability, and 48% are more likely to buy when they read positive reviews. Take a moment to check user reviews to avoid some regret on items that might not live up to the hype. Platforms that feature user-generated content (UGC) with real images and testimonials make it easier to assess what products work best in real life.
2. Look for visual content and UGC for authentic insights
Seeing is believing (for many shoppers at least). Data shows that 64% of consumers find photos and videos from other buyers helpful in evaluating product quality and fit, with younger consumers especially drawn to short-form videos that offer quick, relatable insights. This is especially useful when evaluating products like tech gadgets, clothing, and home items. Whether you’re looking at clothing fit or checking out electronic functionality, UGC can reveal how a product really performs, eliminating those unwanted surprises once you receive your purchase.
3. Trustworthy deals come from trustworthy retailers
In a season filled with sales, shoppers should focus on brands they trust. With 48% of consumers planning to shop with retailers they know and have positive past experiences with, sticking to trusted names can help you avoid dubious deals and ensure you’re buying from a source that you have faith in.
4. Check newer reviews for up-to-date information
With many brands rolling out new products and holiday exclusives, recent reviews give insight into current stock and performance. Shoppers today tend to trust reviews that are fresh, with 73% of consumers finding newer reviews more reliable. During Black Friday, when many products are updated or unique to the season, browsing recent feedback ensures that you’re getting relevant insights before you buy.
