Air fryers, heated clothes airers and electric blankets bucked the downward trend for Black Friday sales this year, according to point-of-sale data by analysts GfK.
This year’s promotional event delivered the weakest results for the technology and durables sector since 2017, with the total market down 2.1% and online sales by value falling 3.8%.
Small domestic appliance (SDA) sales were flat compared with the previous year, but consumers looking to save on energy bills helped drive a 145% year-on-year spike in air fryer sales.
Electric blankets and heated clothes airers were also among the top-selling energy-efficient appliances, GfK said.
Thermal curtains and blinds also proved popular as part of the ‘low-cost refresh’ trend, which is seeing budget-conscious homeowners adding a fresh coat of paint and items such as candles, vases and throws to frugally reinvent their living space.
Telecoms was the only category to report growth – with sales value up 10.9% compared with Black Friday in 2021 – although unit sales fell by 2.9%.
GfK’s senior manager in retail market intelligence, Kelly Whitwick, said: “These results confirm that consumers are being much more considered in their purchases. It’s not just the cost of living that’s a concern.
“Many people bought technology goods during the Covid periods of 2020 and 2021, so there isn’t the same level of need to buy new items, but there’s also a distinct lack of innovation in the market.
“In the last recession, consumers continued to invest in the latest technology. With fewer product launches, there’s little or no urgency to spend this Black Friday. The only category to enjoy growth was telecoms – one where new features are still on offer.”
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