Black Friday & Cyber Monday Sales: Online Shopping Research

The CCPC commissioned Ipsos MRBI to conduct research to measure consumer behaviours, beliefs and knowledge relating to 2021 Black Friday and Cyber Monday sales. Research was carried across a nationally representative sample of 1,008 adults between 15 – 31 October 2021.

Summary findings include:
  • The majority (76%) of those surveyed confirming that they had bought online over the previous 12 months.
  • 2 in 5 (39%) consumers are planning to make a purchase during the upcoming Black Friday and Cyber Monday sales.
  • 75% of under-25s reporting that they are likely to make a purchase.
  • 32% of respondents believed their rights are the same irrespective of where a business is based.
  • When asked which checks they carry out before buying online from a business they have never used before:
    • The majority (86%) said they would first look to the currency detailed on the website.
    • 67% also check the IP address such as ‘.ie’ or ‘’.
    • 59% also check the information on the business’s social media accounts before they buy.
    • Looking for the business’s postal address was the fourth most popular check (57%), followed by social influencer reviews (23%) online.
    • 3% of those surveyed said they made no checks prior to buying online.
  •  1 in 3 (34%) consumers did not realise that their consumer rights were exactly the same when buying sale items online.
  • 14% believed their consumer rights were different, depending on the price paid.
  • 13% didn’t know what consumer rights applied to sale items.
  • 7% believed they didn’t have any rights at all when buying items at sale price online.
  • 8 in 10 (79%) Black Friday shoppers plan to carry out pre-sale research on prices to confirm that the retailer’s marked discount reflects the most recently displayed full price.
  • Pre-sale price checks were least likely to be carried out by those under 25 (28%).
CCPC Black Friday Cyber Monday Research
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