Avoid this costly Black Friday mistake and grab deals you’ll actually love | Personal Finance | Finance

Almost four in 10 consumers admit to Black Friday regret after splurging on impulse buys. A poll of 2,000 adults who have previously shopped for Black Friday deals found 44% get swept up in the hype – with clothing, kitchen gadgets and skincare sets topping the list of purchases people wish they hadn’t bought.

More than a quarter have bought something they’ve never used, but the research showed young shoppers are more prone to regretting their impulse buy. Two thirds of Gen Z admitted to having second thoughts about a previous Black Friday buy, compared to just 21% of Boomers.

This year, half of those shopping in the sale said they would be more likely to plan their purchases in advance, over simply buying on impulse.

And when the Black Friday sales roll around, almost a third (29%) will be using them to buy Christmas presents for others. With 26% looking to bag a bargain on electronics.

The research was commissioned by Tesco Mobile, which has partnered with consumer behaviour expert Dr Amna Khan to help shoppers make smarter, more considered choices when shopping in this year’s sales.

Dr Khan said: “Consumers’ perceptions of Black Friday influence whether they will purchase impulsively. Those who feel as though they are getting a bargain will have a psychological response of feeling happy, excited, and a rush of dopamine, which in that moment will create a sense of urgency to buy, as they fear missing out.

“However, these feelings can turn into regret if shoppers significantly overspend. Black Friday can still be a positive experience when shoppers stay focused on intentional purchases – particularly Christmas gifts, which research shows bring a genuine emotional benefit for the giver.”

For those on the lookout for a deal this month, electronics (42%) and clothing (38%) are items these people would love to see discounted more heavily.

And almost a quarter (22%) are keen to find extended savings on mobile phones and phone contracts according to the OnePoll.com data.

Overall, 67% consider cost most important when it comes to a new agreement, with 41% prioritising the amount of minutes and data they get. One in five, however, focus on fixed prices as being the key component to a good deal on a new mobile plan.

Laura Joseph from the brand, which is offering Black Friday deals as well as no EU roaming fees and frozen prices for contracts, added: “Black Friday is a key moment for families looking to make their money go further – at a time when household budgets are under extra pressure, we know every pound matters.

“That’s why Tesco Mobile is focused on delivering real value. It’s all about giving customers confidence and peace of mind when they need it most.”