Top 10 regret buys – how to beat impulse shopping this Black Friday

Thousands of Brits are getting ready to splash their cash this Black Friday. The weekend is all about bagging bargains and getting started on the Christmas shop. But let’s be honest, sometimes those “must-have” purchases end up gathering dust. A new survey by thinkmoney shows just how often that happens.

Almost two-thirds of Brits (59%) admitted to making at least one regretful purchase this year. On average, that worked out to 21 items costing £608. And while Gen Z tops the list for the number of bad buys with 29 items, millennials are losing the most money, spending nearly £963 on things they wish they hadn’t bought.

Top 10 regret purchases in the UK

Here are the top 10 regret purchases of the year:

1. Clothes 29%

2. Takeaways 24%

3. Shoes 17%

4. Air fryer 12%

5. Phone case 10%

6. TV streaming bills 10%

7. Mobile phone 10%

8. Supplements 10%

9. Perfume 8%

10. Toothbrush 8%

Even the beloved air fryer made the list, showing promises of quick meals don’t always stick.

Why do we keep buying stuff we don’t need?

Busy lives and the ease of impulse buys are largely to blame for purchases we end up regretting. Vix Leyton, consumer expert at thinkmoney, says: “We are more time poor than ever, and that is a huge driver of spending.

“Add to that the pathway from seeing something to buying it is now just a few clicks, so you can go from scrolling to checkout in under a minute. That is brilliant when you genuinely need something, but it is a problem when you are tired, stressed or trying to cheer yourself up.”

Millennials, juggling work and family, are especially vulnerable to emotional spending and trends that promise quick fixes. Black Friday adds extra pressure with its countdown deals, making it harder to pause and think.

Nowadays, social media is a major driver too. 27% of Brits say Instagram, TikTok or Snap shaped their buys, rising to 40% for Gen Z. Friends and family recommendations also play a big role.

How to avoid regret purchases

It’s easy to get lured in and spend lots of money on Black Friday impulse buys when the deals look too good to miss out on. Here are a few tips to avoid regret purchases that end up gathering dust in the corner.

Set a spending limit

Before you start browsing, decide how much you can afford to spend and stick to it. Having a clear budget helps you avoid getting swept up in “too good to miss” deals.

Take a tea break

Really love the look of something and think you desperately want it? Put it in your online basket, but don’t tap buy just yet.

Vix adds: “Shut your laptop and go and make yourself a cup of tea. If you’ve forgotten about it by the time you’re back, review how much you actually wanted it.”

Some retailers might email you a discount code or free shipping to tempt you back, so if you do decide to buy, you could save even more.

Tread carefully with Buy Now, Pay Later

Buy Now, Pay Later (BNPL) arrangements can be tempting during Black Friday. After all, you can bag even more deals if you have extra money to play with, right? But, as Vix points out, it’s not as simple as that. She says: “It can be useful if it helps you spread the cost of something essential that you’d have to replace soon anyway, but it’s not free money.

“If you’re tempted to use it just because something’s ‘on offer’, remember that the cost doesn’t disappear – it just turns up later, and comes with the gift no one wants; interest. A deal only works if you can actually afford it.”

Our recent survey found 47% of people see BNPL as a way to spread the cost of Christmas, and with adverts shouting about “once-in-a-lifetime prices,” it’s easy to feel the pressure. But before you put Christmas on credit, ask yourself:

• is this something I truly need?
• will it still feel worth it when the bill arrives?

Spreading the cost can be helpful, but only if it fits your budget. Otherwise, that bargain could turn into a burden.