Is Black Friday still popular or just a bust?

It’s Black Friday! You know the one. That November event where you can save a quid on everything. That big screen TV? Half off. That shiny hair curler you wanted. Price slashed. Those flight tickets you’ve been wanting to book. Secured.

Or at least, that used to be the case. We’re not in the business of doom and gloom. But in a world where the cost of living is rising, financial priorities are shifting and people’s pockets are getting tighter and tighter, it’s a wonder whether there’s still a space for the holiday in our calendars.

Is Black Friday still a hot ticket, or just played out? Today, we put it to the people. We hit the streets of London – with some hilarious feedback – to find out whether shoppers are still hungry to snap up a deal.

Find out what some of the city’s shoppers have on their Black Friday wishlist, how their shopping habits have shifted, and if in 2024 the holiday is one big bust.

Deals she’s on the lookout for:

“The state of the economy is shit. So [I’m looking for] anything completely for free or discounted. I'm dying for a new phone. If I could get a new phone, I'd be very happy, because currently I'm on my mum and dad's last one. She gave me her old iPhone X, then that broke, I’m now on my dad's old iPhone X, and that's broken now, so I'm in a bit of a shits. So, if anyone wants to give me a phone. Yes, please.”

On his wish list right now: 

“I’m a photographer so I spend my entire life buying stuff. I want EVERYTHING that Sony owns. A new Sony A9 Mark 3. There's always shiny things to buy, you can never have enough lenses.”

Thoughts on Black Friday:

“I’ll be in! Because if it helps the economy, God knows it needs it. Being a bit of an old fart, anything that gets people back to the High Street, I think Black Friday gets people off settees. Or else Amazon and Coca-Cola will rule the world, and the whole world will end up like Blade Runner.”

Her thoughts on Black Friday:

“I've never bought something from Black Friday in the UK. But in Nigeria we have Jumeirah – you can get 50% discount, which is quite good. The best thing I bought was skincare products because skincare is actually expensive!”

On changes to her shopping habits in recent years:

“Yeah, my habits have changed. I’m saving more – you need to cut costs, because living in London is quite expensive!”

On their shopping habits:

Elizabetha: "I buy a lot more now! For me, it’s anything clothes-related."

Tito: "We just got a two-bedroom apartment a year ago, it's one bedroom that we sleep in and the other one is her closet. So it's more space to buy more stuff! But I cook a lot, so I buy a bunch of knives and cooking gadgets. And then if it's electronic stuff, they got these sous vide machines that just came out, and mixers and all that."

Their thoughts on Black Friday:

Elizabetha: "We’re a little indifferent. Because we do live on an island it’s a seasonal place, we shop more when [the island is] busy. And so Black Friday happens when we're not busy anymore and not making as much money, so we don’t play into it as much. We are in the market for a nice scarf though."

Tito: "It is a little bit played out. In the States the big thing for us is TVs. Before it used to be just ravaged, crazy stuff – fights, stampedes, stuff like that. But we've been doing a lot of thrifting. Rather than the things you buy on Black Friday, you get better quality at cheaper prices at a thrift, you know? I think we started to notice that."

Her thoughts on Black Friday:

“I’m looking for clothes! I love clothes. Many people buy only clothes and beauty for Black Friday in Korea.”

On their shopping habits:

Tara: “My shopping habits have gotten worse. I love laptops. I love cameras. I love TVs. I love Playstations. I love anything that's electronic. I want an iPad Pro, the newest one, with the magic keyboard and Final Cut Pro.”

Their thoughts on Black Friday:

Rita: “20% off is NOT Black Friday. Give me something real!” Adrian: “Personally, I think they put up the price just before Black Friday and then lower it. There’s a reason why people were fighting in Asda – you don’t get that now!”

Tara: “80% off would get me out of bed!”