More than 90 per cent of UK shoppers are planning to avoid physical stores this Black Friday, as fears around COVID-19 persist.

A survey of 1,000 UK shoppers conducted by analytics company Contentsquare, found that while many consumers are avoiding Black Friday altogether, 35 per cent will still be hunting for deals online on 27 November.

During last year’s Black Friday weekend, online sales jumped 14 per cent. However, this year, analysis from Contentsquare suggests an even larger jump in digital purchases, as consumers avoid the High Street.

The figures come after US brands such as Walmart and Target announced that they will be closing their physical stores on Thanksgiving, ahead of the Black Friday weekend.

Jonathan Cherki, chief executive at Contentsquare, said: “Historically, Black Friday has been a brick and mortar affair, but in recent years we’ve seen huge increases in the number of consumers shopping for deals online.

“This year might mark the end of Black Friday as we know it, with many leading retailers promising to close their stores to keep the public safe," he continued, adding: "The recent acceleration of e-commerce means brands need to have access to experience analytics that empower them to quickly see and respond to changing shopping behaviour."

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