Research from Checkout.com reveals that UK consumers are shifting their focus beyond traditional Black Friday and Cyber Monday (BFCM) categories like clothing, beauty, and electronics, with growing interest in air travel, streaming services, and health-related purchases.
The findings come from Checkout.com’s Peak Season Trends 2024 report, which delves into consumer attitudes and shopping plans for the upcoming BFCM sales.
Millennials and Gen Z drive interest in air travel
According to Rory O’Neill, CMO of Checkout.com, younger generations are leading the surge in air travel purchases during peak season. “The increase in planned flight spend is fascinating—particularly when it comes to the younger generations,” O’Neill says.
The report highlights that 28% of Gen Z and 24% of Millennials intend to purchase air travel deals during BFCM, compared to just 14% of the overall UK population. This represents a notable 75% increase in air travel interest compared to previous years.
O’Neill attributes this trend to the growing influence of social platforms in trip planning, particularly for Gen Z, who take a “social-first approach” to their travel decisions.
“Even in an era of conscious consumerism, travel experiences remain a high priority, and they are explored and booked through digital channels,” O’Neill adds.
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Streaming and healthcare on the rise
The report also highlights a growing demand for streaming services and healthcare products during BFCM.
Streaming is now the most popular category among Millennials, with 32% planning to make a purchase, surpassing traditional favourites like clothing (31%), beauty (30%), and electronics (29%).
O’Neill notes, “The digital economy is expanding, and we’re seeing this reflected in the types of purchases consumers are prioritising during sales events.”
Healthcare and wellbeing have also become key areas of interest for shoppers, with 16% of UK adults intending to buy in this category during BFCM. Gen Z is driving this trend, with nearly a third (29%) planning to make health-related purchases, emphasising a shift towards wellness in consumer spending.
Gift buying and subscription services gain traction
In addition to personal purchases, BFCM continues to play a crucial role in gift buying, with half of Brits planning to purchase presents for their partners when they find a good deal.
O’Neill explains, “While BFCM remains a significant shopping period, we’re seeing a shift towards always-on retail sales, with many consumers buying gifts throughout the year when bargains arise.”
Subscriptions also emerged as a strong customer acquisition tool during BFCM. The report found that 49% of Brits who subscribe to a service during BFCM continue their subscription after the deal ends, driven by satisfaction with the service.
O’Neill highlights that “merchants have a valuable opportunity to retain customers by offering compelling deals, as consumers are often willing to keep subscriptions long-term.”
Checkout.com’s report offers critical insights into how UK consumers are evolving their shopping habits, with younger generations and new product categories shaping the future of peak season sales.
As O’Neill summarises, “Every day is a peak season opportunity, and retailers need to be ready to adapt to consumer behaviours to maximise success during BFCM.”
Black Friday in the UK is set for 29 November 2024, kicking off the holiday shopping season. Cyber Monday follows on 27 November.
