Data privacy concerns impact UK consumer behavior during Black Friday

A report by Usercentrics and Sapio Research reveals that 19% of UK consumers have stopped using a retail brand due to concerns regarding its data privacy practices. The State of Digital Trust 2026 Report, based on a study of 11,000 consumers across seven markets, highlights a growing tension between personalized shopping and privacy.

While personalization is a core component of holiday retail, 71% of consumers globally expressed concern that AI-driven personalization feels intrusive. In the UK, 11% of consumers grant AI access to their data despite feeling uncomfortable doing so. The study also found that transparency about data collection is a more significant trust factor for UK consumers than regulatory compliance.