79% of global shoppers plan to buy in Black Friday season: BCG

The study, titled Consumers Are Rewriting the Rules of Year-End Sales Events, reveals that shoppers are taking a more deliberate approach—starting earlier, delaying purchases to take advantage of discounts, and increasingly turning to GenAI for research and discovery.

Heading into the year-end sales events, 81 per cent of consumers say they are concerned about rising prices for everyday essentials, and 71 per cent are bracing for tariff-related price hikes.

Nearly half (48 per cent) of consumers say they have used or plan to use GenAI to help with year-end shopping—a 9-point increase over 2024. Usage is strongest for comparing products (46 per cent), finding deals (44 per cent), and researching items (42 per cent).

GenAI use is growing among older shoppers, too: 42 per cent of Gen X (+8 points vs 2024) and 31 per cent of Baby Boomers (+7 points vs 2024) have used it or plan to use it.

"GenAI is creating a new generation of smart, empowered shoppers who expect instant, tailored answers," said Jessica Distler, a BCG managing director and partner and co-author of the report. "For retailers, that means competing not just on price, but on visibility and precision within AI-driven ecosystems."

Nearly 60 per cent of consumers begin researching deals in October or early November, and nearly one-third (31 per cent) head into the year-end sales events knowing exactly which brand and product they want to buy. Still, 28 per cent say they lean into last-minute opportunities—up slightly from 2024, the report stated.

Moreover, consumers are becoming increasingly strategic: more than three-quarters (77 per cent) say they delay purchases earlier in the year to take advantage of Black Friday and related promotions.

Shoppers continue to favour clear, upfront discounts. Across every country surveyed, consumers say their preferred deal type is a clear markdown on all items. Gamified activities were the least preferred. When asked what would qualify as a ‘good deal’, consumers said they expect at least 30 per cent off.

"Year-end sales are always a battleground for consumer attention. This season is a test of consumer trust," said Nate Shenck, BCG's global head of retail and a co-author of the report. "The retailers that come out ahead will be ones who engage early, communicate clearly, and deliver exactly what they promise."

ALCHEMPro News Desk (RR)