Only a quarter of shoppers are planning to shop in the Black Friday sales this year, according to rewards company Airtime Rewards.
A poll of the business’s customers in October revealed 26% of them were actively planning to shop in the sales, down from the 39% who made a purchase last year.
However, despite not intending to shop, 50% admitted they would buy something they liked if they saw it at a good price.
Subscribe to Retail Gazette for free
Sign up here to get the latest news straight into your inbox each morning
Of those planning to shop, 13% planned to pick up Christmas presents, while 23% said they were waiting in hope of a good Black Friday deal before making a purchase.
The news comes after John Lewis kicked off its Black Friday sale “earlier than ever” last week, unveiling hundreds of offers in-store and online.
Click here to sign up to Retail Gazette‘s free daily email newsletter
