Younger consumers will out-shop their older counterparts this Black Friday with three quarters of 18- to 24-year-olds planning to partake in the event.
That compares to just 36% of 45- to 54-year-olds and 24% of those over the age of 55.
The research, from KPMG and YouGov, shows that 42% of British consumers plan to spend on Black Friday deals over the week with 25% planning to make a purchase during Cyber Monday.
Just over one fifth (22%) are planning to buy Christmas presents while 17% plan to buy for themselves.
Of those who plan to spend, nearly one quarter (24%) plan to use credit to take advantage of deals.
KPMG head of UK retail Paul Martin said: “Retail performance throughout the year has been dreary to say the least, and we’ve certainly had a shaky start to the all-important ‘golden’ quarter’.
“Retailers will naturally be keen to make the most of these events, and our survey would certainly suggest that consumers are gearing up for it.”
He added: “It’s unsurprising that younger generations are most excited by retail events like Black Friday. Many shoppers are likely to recall how the slashed pricing in-store resulted in stampedes, which is just not what mature consumers seek out.
“Since Black Friday was adopted by Brits back in 2013, retailers have increasingly moved offers online, and that coincidently is where a higher proportion of younger consumers can be found.”
Retail Week is having its very own Black Friday. We’ve rolled back the price on retailer tickets for Retail Week Live to the launch rate of £999 if you book between Thursday 22 and Tuesday 27 November. Book here.