Despite its status as one of the most critical dates in the UK retail calendar, Black Friday failed to deliver in 2025, with declines across both the tech and home sectors, reports NielsenIQ (NIQ), calling the performance "a sobering reflection of the pressure facing UK households as they confront the cost of living squeeze, rising economic uncertainty and weakening confidence".
However, there were some areas of growth. In homewares, bedding linen (+5.6%) and sofas (+4.3%) grew, suggesting a "continued focus on comfort and home improvement, with corner sofas a particular area of investment", says NIQ.
Kelly Creaby, head of retail customer success, NIQ, says: “For the first time in a Black Friday event, we have seen sales declines across nearly all categories within tech and durables, with only personal care showing growth (+4%), despite retailers increasing the number of discounts.
"The share of items sold with a 15%+ price cut climbed from 45% in 2024 to 50% in 2025, yet this still failed to stimulate demand.
"Economic uncertainty and low consumer confidence mean UK households are prioritising essentials over discretionary purchases – and we’ve seen the impact of that caution during this subdued and disappointing Black Friday period.”
This retreat in spending is consistent with wider UK sentiment data, adds NIQ: "In November, GfK’s UK Consumer Confidence Index dropped to -19, with all five measures down. Crucially for the UK Black Friday period, the Major Purchase Index fell to -15, signalling that UK consumers increasingly believe this is the wrong moment to buy big-ticket items – precisely the categories Black Friday success relies on. Even deep promotions were not enough to overcome the financial caution that defined the UK market in November."
Kelly concludes: “We will remember this year’s Black Friday for consumers’ withdrawal of discretionary spend. As the UK heads into 2026, the challenge for manufacturers and retailers is not just the absence of a ‘must-have’ hero product, but the deep financial caution shaping every household purchase decision. Categories linked to comfort, hobbies and in home improvement may continue to hold up, but across tech and durables, the environment remains tough and deeply value driven.”
