Debenhams Logo

What type of Black Friday shopper are you?

What type of Black Friday shopper are you?

Debenhams identifies five tribes of sale shoppers


With Black Friday just days away, new research reveals the five tribes of sale shoppers – ‘Planner’, ‘Early bird’, ‘Watcher’, ‘Opportunist’ and the ‘Avoider’. The traits were identified by Debenhams after the retailer interviewed 2,000 people on their plans for the annual shopping event.



  • 16% are most likely to plan and write a list of the items they want to buy in the sales
  • A fifth (18%) said that they started to think about what they would buy in the Black Friday sales three months ago, while a half (47%) waited until a month before
  • A third (34%) said they had booked or plan to book Black Friday off work
  • Men are more likely to be Planners (20% vs. 12% of women) as are Millennials (59%)


‘Early birds’

  • 15% aim to catch the best bargains by setting their alarm for the early hours
  • One in ten (9%) plan to be checking out the sales a full 6 hours ahead of the rest of the UK at 2am or earlier, a third (33%) will be online by 5am, ahead of 47% looking online at 8am
  • Women are the biggest ‘early birds’ – one in ten (10%) will be getting up at 2am or earlier to tackle the sales



  • 23% keep an eye on both the items they want and the sales in general in order to snap up a bargain
  • The average watching time is 1-2 days (16%) with a further one in ten (9%) keeping a close eye for as long as 2 weeks
  • The most avid ‘Watchers’ admit to checking sales online every minute (2%), while the majority dip in and out every 10-15 minutes (10%)
  • Women are the top watchers (27% vs. 20% for men) and are most likely to monitor items for up to two weeks (12%) before they buy them



  • 25% of shoppers don’t believe in planning and buy what they want as soon as they spot it online or instore (17%)
  • They are also the most likely (5%) to leave a sale screen open all day so they don’t miss anything
  • Women are the main ‘Opportunists’ with a fifth (18%) admitting that they will purchase something as soon as they see it



  • 21% steer clear of discounts and sales
  • They are most likely to be male (23%) and over 65 years old (40%)


Richard Cristofoli, managing director of Marketing and Beauty at Debenhams, said: “Whether you are a Planner, Early Bird, Watcher or Opportunist, shoppers will find a host of great products at amazing prices at Debenhams this Black Friday with offers starting online on 20th November at 06.30.


From electricals, designer fashion and top brand beauty, even an avoider will be tempted to bag a bargain in store or online this year.”


Debenhams Black Friday deals run across twelve days this year with amazing offers lunched daily across beauty, womenswear, menswear and electricals. The deals can be viewed here:


Debenhams Black Friday deals include half price items throughout the store, plus amazing discounts including:



Up to 50% off skincare, make up and fragrance including:

  • Estee Lauder Advanced Night Repair (30 ml set) (Was €85.00 now €42.50 saving €42.50)
  • Make Up For Ever Star Lit Eyeshadow Palette (Was €45 Now €22.50, saving €22.50)

Half price selected dresses, boots and handbags:

  • Matthew Williamson Pink Metallic Sequin Feather Trim Dress (Was €150, now €75, saving €75)
  • Red Herring Tan Suede Desert Boots ( Was €75 now €37.50 , saving €37.50)
  • Faith Silver Glitter Party Envelope Clutch Bag (Was €52 now €26, saving €26)


Half price on homeware, cookware and luggage:

  • Star by Julien Macdonald Amore Bedding Set (Was €120 – €160, now €60 -€80, saving 50%)
  • Tefal Stainless Steel set of 5 Cookware Set (Was €150, now €75, saving €75)
  • Tripp Black Cabin 4 Wheel Suitcase (Was €69.50 now €34.75, saving €34.75)