Almost 30% of Black Friday shoppers are likely to be swayed by influencers

November 17, 2025

New research published by the Competition and Consumer Protection Commission (CCPC) reveals that social media influencers are impacting shoppers’ purchasing decisions during sales. 

Almost a quarter (24%) of those surveyed said they have previously made a purchase in a sale after seeing a deal advertised by a social media influencer.   

For those planning on making a purchase during the upcoming Black Friday or Cyber Monday sales, 28% said it’s likely that a recommendation from a social media influencer would influence their decision to buy something. This climbed to 40% among 15-24-year-olds. 

Ongoing discount mistrust

The research also highlighted an ongoing mistrust in the deals on offer during Black Friday and Cyber Monday sales.  

Almost two in three (63%) consumers surveyed said they do not trust that the pre-sale prices or percentage discount displayed during sales are accurate. However, the trust is much higher among younger age groups, with more than half (52%) of 15-24-year-olds saying they trust the accuracy of the prices on display. 

Of the 59% of respondents who said they were unlikely to make a purchase during the Black Friday or Cyber Monday sales, one in five (21%) said this was due to a mistrust in deals. 

The survey also showed that 70% of respondents are aware that businesses must follow specific rules around sale pricing – up from 65% in 2024. 

Buyer remorse

The latest research also highlighted the prevalence of unplanned purchases and buyer remorse. 

Almost three in four (72%) consumers surveyed made an unplanned purchase during a sale. Almost 60% of those who made an unplanned purchase said they regretted it. 

While the price of an item (93%) and the discount applied (86%) were most likely to influence consumers’ purchasing decisions, almost two-thirds (64%) were influenced by the limited timeframe of the sale price.  

Grainne Griffin, director of communications at the CCPC said:  

“We know that sales like Black Friday and Cyber Monday can put consumers under pressure to make fast purchasing decisions that they may not want to make. This can often lead to them spending more than they intended or buying something that they will later regret. That’s why we strongly encourage consumers to stop and think before they rush into making a purchase. Make a list of what you need, create a budget and stick to it. 

“For consumers who see recommendations from social media influencers, we would advise looking for advertising labels and doing your own research before making a purchasing decision. Influencers must make it clear if their posts are commercial in nature and must not mislead the consumer.” 

To find out more read the full Black Friday 2025 report.

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