Editor’s note: Sam Killip is VP of customer success at consumer research platform Attest. 

Fast-rising inflation is making consumers scramble as they decide how much they can get away with spending this Black Friday, according to the latest data.

Black Friday 2022 research from Attest shows that more than half of Americans plan to cut back their spending this year compared to last. Many of them are being much more careful with their money due to the increased cost of living, prioritizing day-to-day expenses, making sure they have enough savings to cope with the unexpected, paying utility bills and putting gas in their cars.

It's a different outlook from one year ago. Pandemic restrictions are mostly gone, and the supply chain crisis that saw container ships queuing outside the nation's ports has passed. Worries about empty shelves seem like a distant memory; retailers may indeed be worrying about having too much stock this time around.  

There are some reasons for positivity. Marketers and insight professionals need to be aware of several key Black Friday trends to ensure brands can get the most from the event. 

While the number of people planning to spend less during Black Friday this year (5%) is significant, it should be noted that 80% of respondents are planning on making at least one purchase, with a further 12% undecided. 

The perception that Black Friday is the best day of the year to find a bargain has actually increased year-on-year, with 68% of consumers agreeing with this statement in 2022, compared to 57% in 2021's report.

While there will be plenty of consumer activity on Black Friday, it's important for brands and retailers to understand how much consumers are prepared to spend and what they want to buy. The research shows that while the most common answer to the first part of this equation was between $300 and $500 in 2021, this time around it's $101-$200, foll...