Smartphone apps

Smartphone shopping is predicted to reach record highs this weekend, as mobile users browse Black Friday deals on the go, according to new research.

One in five shoppers say that will use their smartphones while on the high street this week, suggesting online shopping is going to be a popular way to buy throughout the weekend of bargain sales.

According to new research from Episerver, which surveyed 1,200 UK shoppers, online shopping ranks as one of the top five most common uses for a smartphone; above “listening to music”, “streaming videos”, “reading news” and “playing podcasts”.

The survey revealed that 35% of consumers use their smartphone to buy non-essential goods such as clothing, electronics and home furnishings at least once a month, while more than one in 10 (14%) make such purchases every single week.

It was also revealed that over a third (36%) also use their smartphone to shop for digital items such as music and ebooks at least once a month.

Youtse Sung, senior manager of global marketing at Episerver, said, “When it comes to bargains, consumers are more savvy and less brand loyal than ever before. It should come as no surprise that on a day of deals shoppers are taking to their phones to find the best of the bargains.

“That’s why we predict Black Friday 2016 will see record smartphone use, with consumers continuing to shop on the go across the entire weekend ahead.”

According to research by SAS, one in five British consumers plan to shop today, making it more popular than the week before Christmas (17%) and Cyber Monday (11%). Andrew Fowkes, head of retail centre of excellence, SAS UK & Ireland said: “Despite warnings of doom and gloom on the high-street, our research shows 84% of UK consumers plan to spend either the same or more on Christmas this year.

“A generous younger generation of 18- to 29-year-olds plan to splash the most cash with a quarter predicting their spending will top £500 and 42% of 18- to 24-year-olds - double the general population - looking to get a head start on Christmas shopping on Black Friday.

“However, with a generation of digitally native millennials helping to drive spending, retailers need to be prepared. This is a generation that wants something in return for their custom. Some 60% will share information with online retailers to get special offers or discounts, while just over half will abandon a basket at the checkout to get a better price at a later date.”