Younger consumers are redefining Black Friday, with new research from LoyaltyLion showing that loyalty perks and rewards are now valued more than discounts.
Surveying 2,004 UK shoppers, the study reveals that 84% of 25–34-year-olds plan to redeem rewards this Black Friday, compared with 63% of all consumers. For this demographic, the shopping weekend is not just about short-term savings but also a moment to commit to loyalty schemes and bring forward future purchases.
The data highlights a generational shift:
- 85% of 25–34s said they would join a loyalty programme during Black Friday, versus 56% of all ages.
- 84% of 25–34s will visit stores where they have points to redeem, compared with 48% of over-55s.
- 85% of 25–34s plan to redeem rewards this year, compared to 63% overall.
Communication Counts for Younger Shoppers
Three-quarters (76%) of 25–34s said they would open brand emails during Black Friday, compared to just 51% of consumers overall. This underlines the importance of personalised communications for retailers competing during the year’s busiest shopping period.
Repeat Purchases and Upselling Potential
Younger shoppers also display shorter buying cycles:
- 81% of 25–34s buy products before they run out, compared to 56% of all consumers.
- Two-thirds (67%) said they would try new products during peak season, well above the 42% average.
This makes Black Friday not only a chance to boost sales but also an opportunity to upsell and cross-sell to existing customers.
Loyalty in Times of Uncertainty
Economic pressures are also influencing behaviour. 74% of 25–34s said they are more likely to sign up for loyalty programmes during uncertain times, with 80% more likely to sign up now than a year ago. Across all ages, these figures dropped to 52% and 55% respectively.
Charlie Casey, CEO of LoyaltyLion, said: “Black Friday has always been the biggest shopping weekend of the year. What this data shows is that it’s also the biggest opportunity to lock in the loyalty that really powers revenue growth for brands. Younger shoppers are willing to try new brands, sign up to programs, redeem rewards and even bring purchases forward in time. If retailers meet them with personalized communications and meaningful rewards, and seamless experiences both in-store and online, they can turn one weekend’s sales spike into an unstoppable increase in customer lifetime value.”
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