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However, fashion products were the top sellers of Black Friday 2019 with 36% of all the sales.

This piece states that the majority of UK consumers agree that Black Friday and Cyber Monday sales are ways for brands to get rid of old stocks. 74% of consumers also think that these sales make the leadup to Christmas even more commercialised.

25% of consumers feel more negatively about the brands that participate in sales days early. However, women accounted for 44% of all active shoppers during these sales, while only 33% were men.

Despite the scepticism about Black Friday and Cyber Monday sales, YouGov analysis revealed that the overall consumer participation in these retail events increased 6% YoY. Fashion products and cosmetics were the top sellers of Black Friday 2019 sales with 36% and 18%, respectively.

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