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- Most shoppers are unable to identify best Black Friday deals
- Can you recognise a good deal?
- Black Friday buying behaviour revealed
- Our Black Friday Tips & Advice
Most shoppers are unable to identify best Black Friday deals
Most shoppers have difficulty recognising the best value for money when presented with a range of Black Friday discount offers, our latest research has revealed.
To help us compile our Black Friday shopping guide, we polled 5,884 UK consumers on their shopping habits and asked them to identify the best value for money per item when given a range of discount options.
The options included ‘buy one get one free’, percentage off discounts and ‘buy one get a percentage discount on a second item’.
Only 9% – 537 – of our respondents correctly identified when a ‘buy one get a percentage discount on a second item’, offered the best value per item, with most (37%) believing the ‘buy one get one free’ offer provided a better deal.
Just 22% – 1,301 – recognised when a variety of deals offered the same value for money. Again, most respondents (41%) believed the ‘buy one get one free’ offer was the best deal.
While 42% were able to identify a percentage discount as the best deal available, more than half – 58% – answered incorrectly.
Our Marketing Manager, Josephine Soei, says: “Our research highlights how difficult it is for shoppers to identify when a deal offers genuinely good value for money, especially during Black Friday.
“With so many different types of offer available, such as buy one get one free or percentage discounts, it is clearly challenging for consumers to calculate how much they will save.
“We’ve put together some tips in our Black Friday shopping guide to help consumers find the best deals.”
Take a look at our Black Friday shoe and trainer deals, with 50% off footwear for women, men and kids, or take our discounts quiz and check our Black Friday shopping guide below.
Can you recognise a good deal?
Do you have the ability to recognise the best Black Friday deal? Test your shopping skills with our Black Friday discount quiz.
Black Friday buying behaviour revealed
Our survey respondents were also quizzed on their Black Friday buying behaviour, with 11% of shoppers – 630 people – admitting that they had purposefully purchased clothing or footwear in the wrong size due to their own size being out of stock.
The majority – 61% – said they are predominantly motivated to purchase by a percentage off deal, followed by 33% who would be motivated by a buy one get one free offer.
Only 4% are motivated by a buy one get one half price deal and just 2% by a discount with their next purchase.
Surprisingly, 17% – 1,011 – revealed that they do not perform any checks to confirm that a Black Friday deal is good value for money, compared to 39% of shoppers – 2,259 – who complete a combination of checks including researching price history, checking the RRP or other retailers’ prices and researching products beforehand; 44% perform just one of these checks.
In terms of planning for Black Friday, just 8% make a list and stick to it, while 32% decide their purchases on the spur of the moment, 48% do a combination of both, while 12% said they do not participate in Black Friday.
Our Black Friday Tips & Advice
The wealth of deals and discounts available online and in store can make it difficult to identify genuine value for money. We’ve put together our top Black Friday tips and advice to help make your sales shopping an easier experience.
Research products & prices
In recent years, some retailers have used Black Friday offers to mislead shoppers by inflating prices prior to the event to make discounts more enticing.
To avoid being misled we recommend researching the products you want to buy and their price history. Also, if you are looking to purchase from an unfamiliar retailer, be sure to check their reviews before hitting the buy button.
Useful questions to ask yourself while researching include:
- How many retailers are selling the product?
- How much is this product typically being sold for?
- What is the product’s Recommended Retail Price?
- How much was the product being sold for in September and October?
Josephine says: “Our Black Friday advice to shoppers is to research product prices before purchasing, where possible, and to check that a discount is genuine by comparing prices and products across retailers.
“At Deichmann, we believe in providing affordable footwear and genuine discounts. With footfall at our retail stores having been disrupted during lockdown it means we have more stock available to make our Black Friday sale the biggest yet and are offering genuine discounts of 50% across a range of brands.”
Check the returns policy
Returns policies vary between retailers and can also vary depending on whether you have purchased online or in store, so it’s important to check your rights.
Purchasing online allows you 28 days to cancel your order and return your purchase for a full refund.
Our Black Friday tips include checking the following:
- How easy are items to return?
- Are sale and discount items subject to tighter returns policies?
- Will you need to pay the postage to return an item?
- Can you return an online item in store?
- Will you be reimbursed or provided with store credit?
Deichmann offers customers the facility to exchange goods or obtain a refund. Products must be in new and unworn condition, in their original packaging, complete with proof of purchase and can be returned in-store or via the Post Office / Collect Plus, within 28 days of receipt. Visit our FAQs for more details.
Check delivery costs
Depending on the item you are purchasing, delivery costs can really inflate overall costs, particularly if it is a large product. Our Black Friday advice includes checking the following:
- What is the full cost of the item including delivery?
- Does the item still offer a good deal when you consider delivery costs?
- Can you save on delivery costs by collecting an item in store?
- Is it worth purchasing additional items to take advantage of free delivery opportunities?
- Is it cheaper to buy the item in store?
The following delivery options are available to Deichmann customers shopping online:
- Free Standard Delivery on all orders over £35
- Standard Delivery 3-5 Business days – £1.99
- Express Delivery – £3.95
Always buy the correct size
Over 10% of shoppers admit purchasing clothing and footwear in the wrong size during Black Friday due to their own size being out of stock. But is a deal really that great if the item doesn’t fit properly? You might be saving money, compared to the original cost, but how often will you wear clothes or shoes that are ill-fitting?
Josephine adds: “We’re very surprised to discover how many people are buying fashion items in the wrong size just to take advantage of a Black Friday offer.
“It can be easy to get carried away when we see what looks like a good deal, but it’s always worth stopping to sense check our purchases.
“This is a good opportunity to remind shoppers that foot health is really important and buying footwear in the correct size is vital to keep feet comfortable and healthy on the move.”
Check out our Black Friday shoe and trainer deals to enjoy 50% off footwear for women, men and kids.