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CAF is one of Europe’s largest charitable foundations. We produce research on charities and charitable giving, develop policy ideas and work with people, companies and charities to help good causes thrive.

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Countdown to #givingtuesday – flurry of festive activity likely to see growing numbers supporting good causes

22 November 2016

Millions of people are set to hit the shops for festive sales this week with one in four (25%) planning to shop on Black Friday, according to new research commissioned by the Charities Aid Foundation (CAF) ahead of #givingtuesday – the global day of giving on 29 November.

#givingtuesday, led in the UK by CAF, provides an antidote to the frenzy of festive consumerism by encouraging people to give some time, money or their voice to a good cause on the Tuesday immediately following Black Friday and Cyber Monday.

Like Black Friday and Cyber Monday, it has now become a regular fixture in the festive calendar. This will be the third year it has been held in the UK, with more than 1,400 UK charities and businesses signed up to take part.

Major retailers helping staff and customers to support good causes this #givingtuesday include Argos, Asos Foundation, BT, eBay, The Entertainer, Homebase, Morrisons, QVC and Sainsbury’s.

Today’s research, carried out for CAF by YouGov, found that:

  • One in four (25%) people in the UK plan to shop in the Black Friday sales – equivalent to 13.2 million people. The day is set to be equally popular with men and women.
  • More people are planning to shop on Cyber Monday this year (from 19% in 2015 to 24% in 2016).
  • The deals look set to be most popular with 16-24 year olds who may be the most active shoppers over the sales weekend with 44% planning on shopping on Black Friday and 45% on Cyber Monday.

When it comes to doing something for charity:

  • Just over 1 in 6 people is planning to do some volunteering over the Christmas period (17%) – equivalent to nearly 9 million people. This is up on the 1 in 8 people (12%) who said they planned to volunteer over Christmas last year.
  • Volunteering over the festive period is most likely to be done by women (20%) and 16-24 year olds (36%).
  • 16 – 24 year olds who say they will volunteer plan to spend an average of about 7 and-a-half hours doing so, compared to around 2 hours for those who say they will shop on Black Friday and Cyber Monday.

CAF, which leads #givingtuesday in the UK, is one of Europe’s largest charitable foundations. It supports charities in managing their money and helps people and businesses give to good causes.

Hannah Terrey, Head of Policy and Campaigns at CAF, said:

“After the frenzy of festive consumerism, #givingtuesday is a day for everyone to ‘do good stuff’ for a cause they care about, whether that’s donating money, volunteering time or simply talking about their favourite charities.

“Just like Black Friday and Cyber Monday, #givingtuesday has now firmly established itself as a regular fixture in the festive calendar. It is great to see that even more people are planning to take some time over Christmas to give something back to a good cause.

“The UK has a great tradition of being one of the world’s most generous countries. People have really taken #givingtuesday to their hearts since it first came to the UK two years ago. With more than 1,400 charities and businesses signed up to take part this time, this year promises to be even bigger.”

#givingtuesday has been backed by dozens of celebrities and well-known figures.

Broadcaster and musician Cerys Matthews, who is backing this year’s campaign, said:

“As Black Friday looms why not get giving instead? The #givingtuesday campaign is your chance to contribute to the invaluable work done by charities. 

“On 29 November I'll be supporting Shelter Cymru which helps the homeless as well as people struggling to pay their mortgages and rents.”

Notes to editors

#givingtuesday is backed by more than 1,400 partners including Morrisons, Sainsbury’s, the Financial Times, London Zoo, Sue Ryder, Cancer Research UK, RSPCA and BT which will be holding launch event at the top of the BT Tower on the morning of #givingtuesday.

  • To promote thoughtful giving this Christmas, eBay has announced The Ultimate ‘do good, feel good’ Shop; launching in time for #givingtuesday The shop on ebay.co.uk will feature over 150 items from big name brands and famous faces. Percentage of sales from every item will go towards selected charities within the eBay for Charity programme. Visit ebay.co.uk/giving
  • Morrisons will be raising money for its charity partner Sue Ryder. Checkout staff will be wearing Sue Ryder sashes and #givingtuesday stickers and offering customers the opportunity to top up their shop with a £1 donation.

More information about retailers’ plans for the day can be found here.

Last year the event was the top trend on Twitter throughout the day with more than 100,000 mentions using #givingtuesday. Celebrities and politicians including Stephen Fry, JK Rowling, Emma Watson, Miranda Hart, Gary Lineker, Lily Allen, David Baddiel, Peter Andre, David Tennant and Jeremy Corbyn backed the day. #givingtuesday 2015 broke a Guinness World Record for the most online donations in 24 hours as people gave away £35 million to good causes globally.  Online donations raised £6,000 a minute for UK charities with more than 1,400 charities and businesses connecting with the movement which reached hundreds of thousands of people.

#givingtuesday now runs in over 70 countries around the world including the US, Canada, Germany, Spain, Singapore, Australia, Tanzania, Russia and Ireland.  Charities and businesses can sign up to be part of the event at www.givingtuesday.org.uk or connect via Twitter and Facebook


  1. 2016 data is taken from the October 2016 UK Giving survey, which collected information about charitable giving from adults aged 16 and over in the United Kingdom. The survey was conducted online by YouGov between 18th to 25th October 2016. 1,004 interviews were conducted in total. The sample is nationally representative and is weighted to known population data on demographics including  age, sex, social class, and region. 2015 data taken a November 2015 survey conducted by Populus between 6th and 8th November 2015. 2,000 nationally representative interviews were conducted.
  2. The ‘number of people’ figure is an extrapolation based on the proportion of respondents giving the relevant answer in the nationally representative UK Giving Survey. It is calculated using ONS 2015 mid-year population estimates for people aged 16+ in the UK (ONS total number of 16+ in the UK * percentage of respondents giving relevant answer on the UK Giving survey).
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