London-based fitness coach Mattia Di Bilio is gearing up for the Black Friday frenzy, eagerly eyeing online discounts as a lifeline in the face of Britain's relentless cost-of-living crisis. For Di Bilio, the purchases of sports and training gear are essential investments, but with inflation tightening its grip, he is strategically navigating Black Friday deals to keep a cap on his expenditures.
“I always purchase a lot on Black Friday. It’s stuff that I need. I want to invest, but I don’t want to waste,” Di Bilio told Fortune, illustrating the financial tightrope many Britons are walking amidst rising prices.
