Six in ten Brits now plan cost-conscious Christmas as Budget hits cons

Six in ten Brits intend to be more price-conscious this Christmas as the Budget triggered an immediate drop in consumer confidence.

A snap poll conducted in the 24 hours after Chancellor Rachel Reeves’ statement revealed that shoppers are also reassessing how far their festive budget can stretch.

Almost half (48%) said they plan to use Black Friday to help manage festive spending with 42% saying the Budget had made them more likely to hunt down good deals, according to the research by Currys.

A study conducted before the Chancellor’s announcement found that Brits are sceptical about Black Friday, with 66% calling it a con and 59% saying they don’t believe most discounts are real. 

But shoppers are becoming more analytical, using tech to help with their purchases. Nearly a quarter (24%) use AI tools such as ChatGPT, Google Gemini or browser extensions to find and compare deals, track prices or plan festive budgets. Around 82% will also use AI tools to help with gift ideas.  

Currys found that consumers are prioritising practical tech with sharp rises in sales of portable heaters (+94%) and electric blankets (+61%). People are also more likely to buy practical presents such as smartwatches (+55%), beauty tools like stylers and straighteners are (+35%) and STEM toys (+101%)

As Black Friday gets underway, Currys has reaffirmed its commitment to value through its ‘Our Lowest Ever Price’ event – promising customers that they’re getting the best possible deal. 

Ed Connolly, chief commercial officer at Currys, said: “As customers digest the impact of the Budget, we’re seeing people think even more carefully about how to stretch their money – and that means hunting out genuine value. 

“As our research found, price-consciousness is up, and Black Friday becomes an even more important moment for customers actively seeking better deals. 

 

“That’s exactly why our ‘Our Lowest Ever Price’ Black Friday event matters so much this year. It’s industry-leading – shoppers can trust that our prices are lower than they have ever been before.”