New YouGov research commissioned by Paxon finds 47% of online shoppers mainly buy products they had already planned to purchase during major shopping events, highlighting the importance of anticipating existing demand.

Almost half of online shoppers already know what they intend to buy during major shopping events such as Black Friday, Cyber Monday and Christmas, suggesting retailers should place greater emphasis on anticipating existing demand rather than relying on promotions and digital channels to generate additional purchases.

Online YouGov research of over 2,000 UK adults who shop online, commissioned by retail fulfilment specialist Paxon, found that 47% mainly purchase products they had already planned to buy during these events.

The research also points to the limited influence of social media and AI recommendations on additional purchases. Less than one in ten (9%) shoppers say social media encourages them to add extra items to their basket, while only 5% say AI recommendations encourage them to consider different products. Similarly, only 5% say both AI and social media regularly introduce them to products they had not intended to purchase.

Meanwhile, more than one in five (21%) say neither AI nor social media significantly influences their shopping decisions. The findings suggest retailers need to look beyond promotional activity and focus on understanding what customers are already considering buying. 

Andrew Scanlon, head of sales and marketing at Paxon, said: “Black Friday has traditionally been seen as an opportunity to generate demand through discounts and promotions. However, our research suggests many shoppers have already identified the products they want before the sales begin.

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