One in four UK shoppers intentionally give false information about themselves to retailers, according to new research.

The study of 2,000 UK consumers also found that over a third of Brits don’t use their primary email address when signing up to brand communications.

The report shows that those in the youngest age bracket - 18-34 years old - are most likely to deliberately deceive brands with false data about themselves.

45 per cent of 18-34 year olds choose not to use their primary email address with brands, compared to 25 per cent of those aged 55 and over.

Andrew Stephenson, director of marketing EMEA and India at Treasure Data, which published the results, said that as Black Friday approaches retailers have an "elaborate concoction of obstacles in their way", with consumers adding the issue of data collection and accuracy to the the cost-of-living crisis and looming recession.

He continued: “It’s imperative that brands demonstrate accordingly the importance of data sharing - and the value Brits will receive in return for doing so - through personalised, helpful content."

The figures come as a Which? investigation reveals that only one in seven Black Friday deals provides a genuine discount for consumers in the UK.

The consumer organisation found that most promotions are cheaper or the same price in the six months before the sales phenomenon.

Last year the consumer organisation investigated over 200 Black Friday deals across seven home and tech retail retailers - Amazon, AO, Argos, Currys, John Lewis, Richer Sounds and Very - to compare their Black Friday discounts to their every day prices in the six months before the shopping event, as well as the day after.

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