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For the fourth year running, we asked 2,000 UK consumers about their plans for Black Friday. Here are our most interesting findings.

Spanning Black Friday, Christmas and the Boxing Day sales, the golden quarter represents a valuable time for brands to drive sales and acquire new customers.

When it comes to Black Friday, marketers tend to respond one of two ways. Either they shudder in revulsion and firmly dismiss the notion of getting involved, or they excitedly start talking about how they’re going to make this year’s campaign the biggest yet.

The past six months have proved that an effective customer experience strategy is more than a nice-to-have. For many multichannel and pureplay online brands, it’s underpinned survival during the pandemic. Those with the tactics, technology and tools to serve meaningful customer experiences have been able to rapidly adapt to changing consumer needs, while those without are being left behind.

Exactly how Black Friday 2020 will look is uncertain, but one thing's for sure: it's going to be big. With many retailers trying to recover from a challenging year, the annual event presents a valuable opportunity to drive much-needed sales, boost revenue, and acquire new customers.