BFCM Shoppers Redefine Value Beyond Price Seeking Trust and Savvy Deals

The impending Black Friday Cyber Monday (BFCM) shopping season is poised to be significantly shaped by a triumvirate of key consumer drivers: the pursuit of "value beyond price," increasingly "savvy shopping" behaviours, and a renewed emphasis on "brand trust." While cost naturally remains a paramount consideration for peak trading purchases, research from Sensormatic Solutions, based on over 1,000 UK consumers, indicates a notable shift away from price being the sole determinant. Furthermore, the burgeoning influence of 'dupe culture' is expected to compel consumers to return to physical stores in search of authentic products.

Indeed, while 66% of shoppers still cite price as the most important factor for BFCM and Peak Trading purchases, this figure represents an 11 percentage point decrease year-on-year. This softening of price's exclusive dominance highlights an evolving consumer mindset where product quality, ranked second at 49%, signifies a growing appreciation for comprehensive "value for money." Following these top two factors, ranging (38%) and stock availability (37%) also emerged as significant considerations. Andy Sumpter, EMEA Retail Consultant at Sensormatic Solutions, explains, “Even though price remains the top factor, inflation-weary consumers have become used to everything being ‘expensive,’ which is why many are redefining their perceptions of value beyond cost alone. This reassessment means additional factors, such as quality, choice and stock assurance, are becoming table stakes in Black Friday purchasing decisions.”

Beyond a redefined understanding of value, shoppers are also anticipated to exhibit markedly 'savvier' behaviours this BFCM. A substantial 37% plan to leverage cashback or discount code sites, a figure that jumps to 47% among Millennials, as consumers actively seek additional savings atop existing discounts. The appeal of alternative purchasing channels is also evident, with 26% of shoppers, rising to 38% of Millennials, intending to explore retailers’ resale platforms for bargains. Moreover, the dedication to finding the best deals is intensifying, with 73% of consumers planning to spend more time searching, a four-percentage-point increase from 2024, a trend particularly pronounced among Millennials (79%) and Gen Z (74%). Sumpter adds, “Shoppers won’t just take Black Friday deals at face value. Motivated by getting the best value for money, they’ll be scanning every channel, testing every discount format and weighing every payment option to make their disposable spending budgets work hardest.”

Finally, the critical element of brand trust, particularly under the umbrella of "counterfeits get cancelled," is driving consumers back in-store to combat the proliferation of online fakes. Approximately 17% of shoppers plan to opt for in-store purchases over online during BFCM specifically to ensure product authenticity. This preference is underscored by the finding that 25% trust items bought in-store to be genuine, certified goods. This trend is especially strong among Millennials, with 42% intending to visit physical stores during Peak Trading to verify authenticity and avoid counterfeit products. “Consumers have always valued the store for purchase validation, wanting to see, touch and physically assess items to ensure their quality and suitability before buying,” Sumpter concludes. “We’re now seeing an extension of this, where dupe culture and question marks around authenticity online are making the physical retail the cornerstone for brand authentication and trust.”