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6 Things you need to know about Black Friday

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Black Friday November 2022 – Prospero Commerce annual poll of UK consumers

Prospero Commerce’s latest findings from our annual Black Friday poll of consumers across the UK. We tried to understand the motivations and sentiment of UK shoppers and how they are adapting to the challenges they face at Christmas 2022.

Our headline findings show:

More than a quarter of those polled do not trust Black Friday discounts

There is a growing sense that trust is being broken down – we all know how easy it is to keep track of prices these days – and this is leading to a fair amount of cynicism amongst the population. The number of people who admitted to doing their research reached a high of over 50% this year – almost all of which is online.

Early day analysis suggests the event generated growth ahead of last year – which in the current climate might surprise some. However, our research suggests that margins may well have taken a bashing – and that a lot of trade is effectively pulled being forward from December.

Over 38% of men were simply waiting for a big-ticket discount

This could have a big impact on the final few weeks to Christmas making them even more challenging than in previous years, however, most households expect the number of doorstep deliveries (excluding groceries) to be above 4 per week between now and the end of the year.

Over 28% of UK consumers feel scared about being able to afford this Christmas.

Finally, and maybe more worrying, is the emerging feeling of being scared about the affordability of Christmas. Whilst January credit card bills are a little way off, we were concerned to see that so many people are really worried.

The 6 Things you want to know about Black Friday:

  1. Over 35% of households didn’t buy anything on Black Friday and nearly half think Black Friday is no longer important to them. Of those who think it is still important, more than half think it’s becoming much less important than previously. 
  2. Over 50% of people did all their research online – and over 60% of their eventual purchases were made online. Those who exclusively shopped only in store reached only 16%
  3. A mere 6.5% of shoppers did their shopping on social media (Insta/TikTok) but for the under 35 age group this number rose to 10% indicating a generational preference. However, the 18–35-year-old group are the most enthusiastic about the event
  4. Female shoppers sited Children and Christmas Gifting as the key drivers for shopping on Black Friday. We found men to be much more likely to buy single large ticket items for themselves.
  5. The average household expects to receive about four non-grocery deliveries per week between now and Christmas. The youngest age groups expect slightly fewer than their older counterparts
  6. Over 65% of shoppers expected to return none of their purchases.

About Prospero Commerce:

At Prospero Commerce, we take a holistic view of your digital challenges. We are able to rapidly re-define what your business needs for an increasingly digital-first world. We analyse at speed all aspects of your business to generate performance improvements that can be realised quickly. If you need an independent /external viewpoint – give us a call.

If you’d like to find out more about our findings see our website at www.prosperocommerce.com/blog alternatively, if you’d like to discuss your digital commerce challenges, please drop us a line at [email protected]

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Quantum Computing Breakthroughs: Disrupting Industries with Oxford’s Innovations

A recent breakthrough in quantum computing at the University of Oxford promises to disrupt multiple industries by significantly enhancing computational capabilities. Explore the technological implications and potential disruptions poised to redefine sectors.

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In May 2026, the University of Oxford announced a significant breakthrough in the field of quantum computing, unveiling an advanced error correction algorithm that has the potential to transform computational capabilities. This development is not just a scientific triumph; it heralds a new era of technological disruption across multiple industries. Quantum computing, long anticipated as the next frontier in technology, promises to solve complex problems beyond the reach of classical computers, and Oxford’s latest advancement brings this closer to reality.

At the core of this breakthrough is the enhancement in quantum error correction, a critical component that addresses the inherent instability of qubits, which are the fundamental units of quantum information. Traditional computers use bits of 0s and 1s, but quantum computers operate on qubits, which can exist in multiple states simultaneously. This superposition allows quantum computers to process information exponentially faster than classical computers. However, qubits are notoriously prone to errors due to environmental noise and operational inaccuracies. Oxford’s new algorithm significantly improves the error correction process, maintaining qubit stability longer and allowing extended computational tasks to be performed accurately.

The implications of this are profound. Industries ranging from pharmaceuticals to finance stand on the cusp of disruption as quantum computing offers the ability to model complex molecular structures, optimize large-scale financial portfolios, and even revolutionize artificial intelligence algorithms. In pharmaceuticals, for example, quantum computing can expedite drug discovery by accurately simulating molecular interactions, potentially reducing the time and cost associated with bringing new drugs to market. Similarly, in finance, quantum algorithms can optimize trading strategies and risk management with a precision unattainable by current technologies.

Moreover, the ripple effects of such a leap in computational power extend to data encryption and cybersecurity. Quantum computers possess the potential to decrypt classical encryption methods, prompting a race for quantum-resistant cryptography. This necessitates a paradigm shift in how we secure digital information, affecting every sector that relies on data security.

Despite the tremendous promise, the transition to quantum computing is not without its challenges. The infrastructure required to support quantum technologies is expensive and complex. There is also a significant skills gap; experts in quantum computing are scarce, and training a new generation of scientists and engineers is imperative. Furthermore, ethical considerations regarding the power of quantum computing must be addressed, particularly in terms of privacy and security.

Looking forward, as quantum computing continues to evolve, industries will need to adapt swiftly to harness its capabilities. Early adopters who invest in quantum technologies and develop quantum-ready strategies will likely dominate in the coming decade. As Oxford’s breakthrough demonstrates, the race is on to fully realize the potential of quantum computing and redefine the boundaries of what is technologically possible.

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Apple’s AI Innovations: Shaping the Competitive Landscape in 2026

Apple’s latest advancements in artificial intelligence are setting the stage for a competitive showdown with other tech giants. This article explores how Apple’s AI strategy is positioning the company in the fast-evolving tech landscape.

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In the bustling realm of technology, few companies command as much attention as Apple. In 2026, the Silicon Valley titan has once again captured the tech world’s gaze with its latest advances in artificial intelligence. As Apple unveils a suite of AI-driven innovations, the competitive landscape is poised for a seismic shift.

Apple’s strategic focus on AI is not merely about introducing new features but is a calculated move to redefine user experiences while maintaining its staunch advocacy for privacy. At the heart of Apple’s AI initiatives is the promise of personalization—an AI that learns and adapts to the user’s preferences, offering seamless interaction across its range of devices. This focus is especially pertinent in an era where user data is a hot commodity, and privacy concerns are at an all-time high.

What sets Apple apart in the AI race is its dual emphasis on innovation and privacy. While competitors like Google and Amazon have long been heralded for their AI prowess, often prioritizing expansive data collection to fuel their AI engines, Apple has carved out a niche by leveraging on-device processing. This approach not only mitigates privacy risks but also enhances real-time responsiveness, a crucial factor in user satisfaction.

The competitive implications of Apple’s AI advancements are profound. Google’s AI, renowned for its search and recommendation algorithms, faces a formidable challenger in Apple’s ecosystem-centric approach. Meanwhile, Amazon’s Alexa, which dominates the smart assistant market, must contend with Apple’s Siri, now equipped with enhanced contextual understanding and predictive capabilities.

Microsoft, another major player, has been making strides with its integration of AI in cloud services and productivity tools. However, Apple’s holistic approach—integrating AI across hardware, software, and services—presents a cohesive strategy that is difficult to replicate. This integration not only ensures a seamless user experience but also reinforces brand loyalty, a cornerstone of Apple’s business model.

As AI continues to evolve, the stakes in the tech industry are higher than ever. Apple’s innovations are not just about keeping pace but are strategically designed to place the company at the forefront of the AI revolution. In doing so, Apple is not only safeguarding its market position but is also setting new benchmarks in how technology can enhance and secure our digital lives.

The road ahead will undoubtedly see further advancements and competition, but Apple’s current trajectory suggests it is well-positioned to lead in the AI domain. By prioritizing user-centric design and privacy, Apple is not just participating in the AI race; it is setting the pace.

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AI Fitness Instructors and Unreal Gains: Revolutionizing the Fitness Industry

The rise of AI-driven fitness programs is transforming the fitness industry. Explore the technology, its impact on traditional fitness models, and how it is reshaping consumer expectations.

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Artificial intelligence is making its mark across various sectors, and the fitness industry is no exception. With the advent of AI-driven fitness instructors, there is a seismic shift underway in how fitness is perceived and pursued. This article delves into the rise of AI in fitness, examining the technology behind it, its effects on traditional fitness models, and the shifting expectations of consumers.

In recent years, AI fitness instructors have become increasingly popular, offering personalized workout programs, real-time feedback, and virtual coaching. These AI systems utilize advanced algorithms to tailor fitness routines that adapt to an individual’s progress and preferences, making fitness more accessible and engaging than ever before.

At the core of AI fitness instructors is sophisticated machine learning technology. These systems collect data from various sources, such as wearable devices and user inputs, to create personalized fitness plans. AI analyzes this data to optimize workouts, ensuring they are challenging yet achievable, and provides insights that were previously accessible only through one-on-one sessions with human trainers.

The integration of AI into fitness is transforming traditional models. Gyms and fitness centers are incorporating AI technologies to enhance their offerings, while some consumers opt for entirely virtual experiences. This shift is challenging the status quo, pushing traditional trainers to adapt by integrating technology into their own practices to remain competitive.

As AI fitness programs become more prevalent, consumer expectations are evolving. Users now demand more personalized and flexible fitness solutions that fit into their busy lifestyles. AI provides this adaptability, offering users the ability to engage in workouts anytime, anywhere, without compromising on quality or effectiveness.

Looking ahead, the role of AI in fitness is set to expand. As technology continues to advance, we can expect even more innovative solutions that enhance user experience and outcomes. AI-driven gamification elements, for example, are already being explored to increase engagement and motivation.


The rise of AI fitness instructors represents a significant evolution in the fitness industry. By offering personalized, accessible, and innovative solutions, AI is not only transforming how people engage with fitness but also challenging traditional models and expectations. As this technology continues to develop, the potential for further disruption and improvement in the fitness sector is immense.

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