A third of Brits may be rushing online and into stores across the country to take advantage of the plethora of deals available this Black Friday, but it turns out twice as many UK adults (67 per cent) believe it is simply a marketing gimmick.
The poll of 2,000 UK adults*, conducted by no-nonsense car brand Dacia, also found that 89 per cent of Brits consider themselves savvy shoppers, with those in Yorkshire and Humber coming out as most savvy with 92 per cent of responders.
Despite this penchant for a deal and the proximity to Christmas, 62 per cent won’t be buying their festive gifts for loved ones during the apparently popular sale day, which hit the UK in 2013.
Interestingly, as much as the survey has reinforced the average UK adult’s love of a deal and three quarters believing a brand which offers a lot of deals can win their loyalty, a massive 73 per cent are suspicious of those companies that offer continual sales and offers.
This mistrust also extends to deals that seem too good to be true, with 74 per cent of Brits sceptical about such offers. This sentiment is aided by two in five Brits feeling they have been ‘burned’ by a supposed bargain.
As a result of the research and to highlight its commitment to year round value, Dacia has closed its first ever pop-up store for one day only to make a statement against Black Friday and one-off savings.
Shoppers at Westfield Stratford, one of the UK’s biggest shopping centres, will find the store closed on what could be one of the busiest retail days of the year, with 185,000 visitors predicted to visit the shopping centre during Black Friday.
For Dacia, Black Friday is just another Friday and the store closure emphasises that good value should be every day and not just for Black Friday. Dacia continues to offer affordable new cars available in the UK, with the Sandero range starting at just £5,995.
Louise O’Sullivan, Head of Dacia UK, said: “At Dacia, we offer great value every day and not just on one day a year. We hope that closing our Westfield Stratford pop-up on the day synonymous with ‘bargains’ will show UK shoppers that, at Dacia, Black Friday is just another Friday – exceptional value should be every day.”
The store will reopen on Saturday 25th November through to Sunday 3rd December. Visitors will be able to explore key models from Dacia’s range including the Sandero, Sandero Stepway, Duster and Logan MCV Stepway.
Dacia will also be running a competition for visitors to the pop-up store to win Rugby League tickets for the Dacia Magic Weekend, taking place at St James’ Park on 19th and 20th May 2018.