The sentiment in Scotland echoes that of the rest of the UK, with total spending expected to reach £7.1 billion over the Black Friday period - up 37% from last year’s £5.2 billion.

PwC’s latest analysis shows that, while appetite for the pre-Christmas shopping event north of the border is below the UK average, interest has picked up compared with 2023. This year, 14% said they will ‘definitely buy’, with more than a quarter (27%) saying they ‘may buy’ - compared with 13% and 22% last year, respectively. 

Of those surveyed in Scotland, exactly half (50%) said they were ‘not interested’ in Black Friday, with 7% vowing to completely avoid bargain-hunting. Another 4% said that, despite buying previously, they had no plans to do so this year. In 2023, 14% said they would avoid Black Friday altogether, with the same proportion saying they wouldn’t buy despite taking advantage in previous years.

Those planning purchases are most likely to do so online, with 71% indicating they will opt for online delivery - higher than the UK average of 68%. Just 9% say they plan to use click and collect, but one fifth of shoppers (20%) plan to head into stores for their Black Friday bargains.

Ross Marshall, partner at PwC Scotland, said: “Our Autumn Consumer Sentiment survey in September revealed that more than a quarter of
Scots planned to cut back on festive spending, and that the same proportion had already started their Christmas shopping. This may go some way to explaining why some are less interested in Black Friday.

“However, it does seem that many shoppers north of the border still have a nose for a bargain, with a marginal pick-up in the level of interest in Black Friday compared with last year, and fewer people taking the stance to avoid this key shopping date than in 2023. We could see cost-conscious consumers taking advantage of discounts to bolster their festive hauls while still carefully managing other cost pressures.

“And it seems that when it comes to Christmas, convenience is key with online shopping and home delivery being top choices for the majority of Black Friday shoppers in Scotland. However, with one fifth saying they’ll shop in-store, there’s still an appetite for an in-person shopping experience - perhaps encouraged by new names taking up space across shopping centres in the central belt. Retailers can take heart in this as they count down to Christmas.”

Across the UK, 20% more consumers than last year plan to hit the shops and the average spend per shopper is expected to be 17% higher than in 2023. But, while some families will be looking for bargains on their Christmas shopping, two-thirds of shoppers - and almost three-quarters of men (73%) - plan to buy for themselves, according to PwC’s research.

Black Friday spending is expected to rise from £221 per person in 2023 to £258 per person in 2024, which is the highest per capita spending level since before the pandemic. Total expenditure of £7.1bn is in line with overall spending seen in 2021 and 2022, although below the record £7.9 billion seen in 2019.

PwC’s Black Friday research found that shoppers’ top spending categories are technology (49%), fashion (38%), health & beauty (28%) and Christmas stocking fillers and treats (28%).

Men are leading the charge in spending, with a projected 25% increase from 2023. Men’s anticipated spending at £311 per person is 50% higher than women’s at £208. Three-in-five male shoppers have technology, electronics and other gadgets on their shopping list, which is twice as many as are shopping for fashion, the next most popular category.

Meanwhile female shoppers - most of whom (71%) will be buying for family - are expecting a more modest 10% increase in their spending from £190 per person last year. Tech is also high on women’s priorities (40% of female shoppers spending on tech), but fashion is top of their shopping lists (43%), with health and beauty and Christmas treats not far behind (both 33%).

The keenest and biggest spending age group is the 25-34-year-olds, with 72% interested in buying something, and an average spend of £343 per head, compared with £258 across all shoppers.