- Brits have been delaying big-ticket purchases for months in a bid to make their Christmas budgets go further.
- Shoppers plan to spend over £700m1 more than last year this Black Friday as they have held off on major purchases in anticipation of seasonal discounts.
- PayPal’s ‘Black Friday Basket’ reveals the most popular items of 2026 that shoppers are planning to buy.
As households look to make Christmas budgets stretch further, shoppers are taking an increasingly strategic approach to festive spending.
New research commissioned by PayPal reveals consumers have been deliberately postponing major purchases and are using Black Friday as a key opportunity to stretch Christmas budgets further, with spending across Black Friday and Cyber Monday estimated to reach £6.7 billion1 this year.
Black Friday shoppers are taking an increasingly strategic approach to festive spending, with almost half (48%) admitting to waiting two months or more for a specific item in this year's sales.2
To illustrate the purchases driving Black Friday spending this year, PayPal has created a "Black Friday Basket" featuring some of the most popular items shoppers hope to buy during the sales. The basket also reflects how the event has increasingly become a planned opportunity to make Christmas budgets go further.
Beauty and fragrance products top consumers’ wish lists (44%), followed by fashion and trainers (39%), toys (38%), Christmas decorations (30%) and holiday bookings (27%). Larger purchases such as mobile phones (22%), laptops or tablets (20%), games consoles (20%) and smartwatches (20%) also feature on shopping lists.
Almost half (45%) of Brits say they are planning to shop the Black Friday and Cyber Monday sales this year, and as households look to balance festive spending with ongoing cost pressures, many are also turning to more flexible ways to pay like PayPal Pay in 3 and Pay in 30 Days.
While debit cards remain the most popular choice for shoppers' Black Friday purchases (30%), 12% plan to use digital wallets such as PayPal and almost one in ten (9%) intend to use Buy Now, Pay Later services (from any provider)3
The research suggests that, as part of the mix of options available to them, consumers are combining discounts with a range of ways to pay in the run-up to Christmas.
Dave Jones, Head of UK Consumer at PayPal said, "Black Friday has increasingly become one of the biggest moments in the festive shopping calendar, as shoppers look for ways to make their money go further. Payment flexibility is becoming just as important as finding the right deal, and some are considering a range of options, including Buy Now, Pay Later, alongside traditional payment methods.
"Many shoppers want[IB3] three things: value, flexibility and control. They're planning ahead and waiting for discounts on the items they want and choosing payment options that fit their budget. Whether that's paying upfront, using a digital wallet or, where it is affordable, spreading the cost over time, consumers are taking a more deliberate approach to how they shop during the festive season."
With the rise in everyday costs, Black Friday has become a more planned moment for many households, with some shoppers becoming more selective about how they buy and pay.
The PayPal Black Friday Basket highlights the categories consumers are most hoping to secure deals on this year, spanning everything from beauty and fragrance products to fashion, toys, technology and holiday bookings.
Following the UK's hottest summer on record, almost 5 million Brits4 are planning to buy an air conditioning unit or fan.
The top ten categories shoppers say they are hoping to buy:
- Beauty or fragrance (44%)
- Fashion or trainers (39%)
- Toys (38%)
- Christmas decorations (30%)
- Holiday or travel bookings (27%)
- Gaming accessories (25%)
- Headphones or earbuds (23%)
- Mobile phone (22%)
- Other kitchen appliances (22%)
- = Laptop or tablet (20%)
- = Games Console (20%)
10.= Smartwatches (20%)
For more information, please contact: paypaluk@havas.com
NOTES TO EDITORS
Research commissioned by PayPal and conducted by 3Gem among a nationally representative sample of 2,000 UK adults aged 18+, 10th – 15th October 2026.
Regional and generational data available on request.
PayPal Pay Later includes Pay in 3 and Pay in 30. Both are credit agreements. Consider if the purchase is affordable and how you will repay. Missing payments may make other borrowing more difficult or more expensive. Eligibility subject to status and approval. 18+ UK residents only. See product terms for more details. Available for eligible purchases of £20 to £3000 for Pay in 3 and £1 to £900 for Pay in 30.
PayPal UK Ltd is authorised and regulated by the Financial Conduct Authority (FCA) as an electronic money institution (firm reference number 994790); in relation to its regulated consumer credit activities (firm reference number 996405); and for the provision of cryptocurrency services (firm reference number 1000741). Some products and services, such as PayPal Working Capital, are not regulated by the FCA and may offer a lower level of protection. PayPal UK Ltd's company number is 14741686. Its registered office is 76 Upper Ground, London, United Kingdom, SE1 9PZ.
About PayPal
Creating innovative experiences that make moving money, selling, and shopping simple, personalized, and secure, PayPal empowers consumers and businesses in approximately 200 markets to join and thrive in the global economy. For more information, visit paypal.com, about.pypl.com and investor.pypl.com.
1Calculated by multiplying UK adult population (55,198,761) by the average predicted spend per shopper (£275), multiplied by the number shopping Black Friday deals (45%). As reported via PayPal research conducted by 3Gem, of 2,000 UK adults; 10th – 15th October 2026
2Research commissioned by PayPal, conducted by 3Gem, of 2,000 UK adults; 10th – 15th October 2026
3PayPal Pay Later is credit. Consider if the purchase is affordable and how you will repay. Missing payments may make other borrowing more difficult or more expensive. Eligibility subject to status and approval. 18+ UK residents only. See product terms for more details.
4Calculated by the percentage of those planning to buy an air conditioning unit (9%) multiplied by the UK adult population (55,198,761). Research conducted by 3Gem, of 2,000 UK adults; 10th – 15th October 2026