The majority of younger shoppers are planning to avoid the shops this Black Friday.
Online studies by Black Friday Deals Online, a website that connects consumers with stores and brands participating in Black Friday, found that 90 per cent of people aged 18 to 44 who were planning to make a purchase during the discounting period would do so from the comfort of their own home or desk.
It also revealed that 93 per cent of shoppers aged 25 to 34 would be making their Black Friday purchases online, which Black Friday Deals Online claimed demonstrated a “shift in the way young consumers are choosing to buy”.
Preeti Vadgama, marketing director of Black Friday Deals Online, said: “Black Friday is a time of year that induces excitement and dread in equal measure. While the prospect of receiving great deals just before Christmas is an exciting one, and means people can get some great price reductions on things for their loved ones, the thought of heading to overly-crowded stores filled with ruthless shoppers can be a daunting one.”