Published date: 02 November 2021
With Christmas and key shopping dates like Black Friday and Cyber Monday 2021 fast approaching, everyone is getting excited about festivities and looking for shopping ideas for loved ones.
Using data around online consumer interest, we predict the biggest UK Black Friday, Cyber Monday and Christmas spending trends of 2021.
Black Friday & Cyber Monday 2021 predictions: consumer demand is down, but not all sectors are affected equally
Overall, 2021 Black Friday consumer demand is predicted to decrease from 76.5 million to 66 million online searches.
Not all sectors will be affected equally when it comes to this dip. Technology and goods, supermarkets, beauty and homeware are projected to all see decreases in online interest. On the flip side, the fashion industry is seeing a post-lockdown renaissance, with an expected 13.6% demand increase as Brits refresh their wardrobes in advance of Christmas parties, cooler months and more socialising in general after many months of being cooped up indoors.
|Sector||YOY Market Demand Change|
|Technology & Goods||-20.7%|
One particular trend is undeniable: Black Friday 2021 will be a primarily online affair. Demand for department stores is set to plummet 31% compared to last year. This indicates how the past couple of years of lockdown restrictions and closing department stores has taken an ongoing toll on our spending habits, shifting us online over the long-term. As a result, Black Friday online spending in the UK could increase to £6.34 billion.
What items will Brits buy for Black Friday 2021?
|Black Friday 2021 Trend||YOY Growth in Consumer Demand|
|Black Tie Dresses||+449%|
|Cross Body Bags for Women||+358%|
|Wedding Guest Dresses||+356%|
|Tote Bags for Women||+324%|
|Personalised Wash Bag||+311%|
|Men's Designer Card Holder||+226%|
|Plus Size Workwear||+219%|
|Crossbody Bags for Women||+218%|
|Plus Size Party Dresses||+187%|
|Women's Small Purse||+186%|
Adding a personal touch
Looking to add a special touch to this year’s Christmas after a long time apart from loved ones, Brits are swarming towards personalised gifts like personalised washbags (+311% YOY), custom keyrings (+238% YOY) and, this year’s biggest Black Friday trend, personalised handbags (+1722% YOY).
Dressing to impress
And with the country’s restaurants, bars and other venues reopened, the priority for many is dressing to impress. We predict a huge surge in interest for items like black tie dresses (+449% YOY) and wedding guest dresses (+359% YOY), as well as renewed love for luxury fashion brand L.K. Bennett (+803% YOY).
Market Leaders: Over 30 million go to specific brands for Black Friday 2021 shopping
|Brand||YOY Change in Demand||Total Forecast Demand 2021|
Amazon remains the market leader
When it comes to bagging a Black Friday bargain, Brits flock to Amazon for its wide range of products and convenience. Even with an 18% plummet in brand demand, Amazon retains its top spot, with over 5 million total Black Friday shoppers.
Staying sporty is a priority in Winter 2021
Upholding lockdown health and fitness trends, Brits are restocking on sportswear, trainers and equipment. We predict the biggest leap in brand demand will be for JD Sports, with a 38% increase on 2020’s Black Friday demand. Competitor Sports Direct will also see an increase of around 9.5%.
Christmas shopping 2021 has already begun! Here are the top Christmas shopping trends.
Biggest Christmas Shopping Trends 2021
|Item||YOY Change in Demand|
|Paw Patrol Bath Toys||+1011%|
|Hot Chocolate Advent Calendar||+950%|
|Christmas Party Dress||+800%|
|Royal Essence Candles||+760%|
|Fabric Advent Calendar||+694%|
|London Luxury Candle Supplies||+673%|
|Christmas Dresses for Women||+610%|
|Candy Christmas Decorations||+600%|
|Christmas Tree Dress||+583%|
Based on online search trend data between 1st Sept 2021 to 3rd October 2021.
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Method & Sources
Calculations on changes to online spending based upon Statista data of 2020 spending.
All other trends, data and predictions were sourced from MediaVision’s Black Friday Demand Tracker.