TODAY is Black Friday when shops are supposed to be replete with people trying to get bargains ahead of Christmas.

Not in Scotland however, according to research by Genesys, the leading global experts in customer experience and contact centre solutions, whose survey found that 77% of Scottish consumers plan to avoid shops today.

Seventy-eight per cent of those say their reason is that the stores are too busy.

READ MORE: What is Black Friday and how can I avoid the chaos?

The research, exploring the attitudes of 1000 UK consumers, found that 28% of Scottish shoppers do not believe Black Friday price reductions are worth the trouble of battling the crowds. In fact, 18 per cent say they will choose to shop online on Black Friday this year, while 15% say that there are better deals at other times of the year.

A majority of UK residents – 64% – say they do not want to take part in the pre-Christmas bargain hunt because stores are too busy.

Black Friday originated in the US and has now become a UK phenomenon, with heavy discounting on thousands of goods ranging from tech and electrical appliances to beauty and fashion, as shoppers prepare for the festive season or snap up pre-Christmas bargains for themselves.

The trend has grown tremendously since gaining popularity among British consumers five years ago. UK sales are expected to boom today, with shoppers projected to spend £5 billion in total, half coming from online sales.

The research also found differences in attitudes to Black Friday between the sexes: 82% of women said they would not enter a store on Black Friday, compared with 77% of men; 61% of women said the reason they avoid physical stores is because shops are too busy, compared with 47% of men.

However, more men (21%) than women (12%) say they don’t go into a store on Black Friday because better deals are available at other times of year.

Differences emerged between the generations as well, with 60% of 18 to 24-year-olds saying stores are too busy on Black Friday compared with 50% of respondents over the age of 55.

READ MORE: Black Friday online 'rip off' warning

Richard McCrossan, digital lead for Genesys, and an expert in customer experience solutions, said: “This year, the vast majority of Scottish consumers are planning to stay away from stores on Black Friday because it’s not worth the bother.

"They prefer shopping online in the comfort of their own home – or whatever location is convenient – to the chaos of dealing with crowded high-street stores.

“Shopping has become as much about the experience as the purchase – and during peak sales periods that means speed is of the essence and convenience is king.

"Only 2% of respondents said a low standard of customer service is a reason to avoid physical stores, so it’s other aspects that put consumers off.

"With an estimated 14 stores per day closing in the UK, retailers must meet consumers’ expectations for hassle-free experiences at every touchpoint – from making payments to finding answers to questions, to getting personalised, friendly service."