Ceaseless sales: how discount culture is reshaping retail 

A large red sign reading 'Sale' in the window of a shop

Sales culture has shifted. What used to be confined to Black Friday or Boxing Day now plays out across the calendar – from summer drops to payday flash deals. Consumers have grown used to scanning for bargains, comparing prices, and holding off for better offers.

Digital tools, tracking platforms, and savvy marketing have made year-round discounting both an expectation and a challenge for brands that want to maintain value perception.

Key takeaway

Sales are no longer seasonal events. They’re strategic, year-round opportunities. With price-savvy consumers constantly tracking value, brands must evolve their approach to promotions or risk losing relevance.

The Black Friday effect – and beyond

Black Friday still packs a punch, but it’s no longer the only moment that matters.

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There were 10% more transactions on Black Friday 2024 than in 2023

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Transaction volumes on the day itself were 84% higher than the daily average for the rest of the year

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Over the Black Friday weekend, retail and food and drink transactions were higher than at any other point during the year 

Smarter shopping, savvier strategies

Consumers aren’t just chasing deals – they’re scrutinising them.

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Price comparison tools and browser extensions are part of the buying journey

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Value perception is critical: over-discounting risks eroding reputation

This graphic shows the top 5 busiest days for retail spending over the last five years, determined by the number of transactions made with UK-issued Barclays debit and credit cards.

Five busiest days for retail spending over the last five years​

The five busiest days for retail spending over the last five years reveal key periods when consumers significantly increase their purchases. These days typically correspond with major sales, events and holidays.

​This graphic shows the top 5 busiest days for retail spending over the last five years, determined by the number of transactions made with UK-issued Barclays debit and credit cards. ​

Data highlights:​

  • Amazon Prime Day - July​
  • Black Friday – Late November​
  • Cyber Monday – Late November​
  • Christmas Eve – 24th December​
  • Boxing Day – 26th December​

What this means for brands

Constant discounts can win attention – but risk eroding value. Brands must be strategic, transparent and disciplined.

1

Use promotions with purpose

Tailor deals to drive loyalty, not just traffic

2

Guard brand equity

Avoid over-reliance on price to attract customers

3

Empower smart shopping

Help consumers feel in control with tools, comparisons and clear value communication

Karen Johnson, Head of Retail at Barclays
“Strategic sales don’t just drive transactions – they build brand credibility. It will be interesting to see how future sales tactics evolve to appeal to today’s discerning shopper.” 

Karen Johnson, Head of Retail at Barclays

Get in touch

To discuss your business requirements and how Barclays can support you, contact us today.