From Day to Season: The New Black Friday & Cyber Reality (UK Edition)

Black Friday isn't a day anymore. It's a season, and students are planning for it months in advance.

But generic discounts don't cut it. Students save up, shop early, and remember who delivered last year.

Our 2026 UK report unpacks exactly how students discover, decide and spend across the BFCM season, and how brands can turn a one-day sale into year-round loyalty.

Inside you'll find:

• Why 72% of students plan to shop BFCM, and how the planned vs. unplanned split changes your strategy
• The channels students actually trust to find deals (58% start on social)
• The deal structures that convert across every sector
• A month-by-month playbook for the September–November build-up