As Black Friday approaches, new research by Vodafone reveals that we’re becoming a ‘preparation nation’ as a result of the cost-of-living crisis, with more than two fifths of us saving for sales occasions up to five months in advance.
More than a third say they’ve regretted not being better prepared ahead of key calendar sales moments, whilst over half plan to spend more time researching, comparing prices, and hunting down bargains during this year’s Black Friday events than ever before.
Psychologist, Dr Linda Papadopoulos, said: “People are considering their purchases much more now than they have in a long time. The cost-of-living crisis has transformed our shopping habits, with shoppers now wanting to prepare ahead and look for even more ways to make their money go even further.”
