Value will be one of the defining factors shaping UK consumer spending on Black Friday Cyber Monday (BFCM) this year, the latest predictions and data from CRM platform, Klaviyo, reveals.

Price sensitivity drives value-based shift in purchasing

Over three quarters (77%) of the UK shoppers polled by Klaviyo said that inflation will impact their BFCM purchasing decisions this year, with over a third (35%) intending to switch to more affordable brands during Peak Trading 2025.

And while 31% are now shopping less often with their trusted brands, 24% of UK consumers are more likely to stay loyal if their favourite brands offer consistently good prices and value (24%).

As consumers remain cost-conscious and spend-cautious, separate research by PwC suggests Peak Trading spend will fall by an average of -5% year-on-year, with the sharpest decline among Gen Z audiences, where BFCM budgets are expected to dip -23% compared to 2024.

Value beyond price: Putting meaning before markdowns

Whilst price-sensitivity means shoppers will be more savvy over BFCM to ensure they get the most for their money, the concept of ‘value’ for UK consumers extends beyond just pricing or discounts alone.

New research from of Salsify showed that 61% of customers would pay more for brands that align with their personal values, and intend to prioritise brand value over pricing on BFCM purchases this year, rising to 75% of Gen Z.

“Shoppers aren’t letting inflation steal their holiday spirit,” said Dom Scarlett, Research Director at Salsify. “More than ever, consumers are choosing brands that reflect who they are, not just what they want.”