New research by the CAA found almost half of UK adults (46%) will be actively looking out for a deal on Friday (25 November) for a holiday or trip. The figure increases to almost two-thirds (63%) for the 18-34 age group.

With around three-quarters of Brits (73%) now booking package holidays through websites or online apps, travellers are being urged by the aviation regulator to "check holiday deals carefully", and to be wary of scams.

Those looking to purchase a bargain break should watch out for hidden costs, check for Atol financial protection, use a credit card when booking and purchase travel insurance.

With the Black Friday and Cyber Monday sales period growing in popularity in the UK, two-thirds (66%) of 18-24s and 70% of 25-34s say they are likely to book an overseas or package holiday if they saw a Black Friday deal they liked.

The research also found around three-quarters of UK consumers reported they plan to fly the same amount or more in the next 12 months, with only 18% saying they plan to fly less. 

Michael Budge, head of Atol at the UK Civil Aviation Authority, said: "Even with the sharp rise in the cost of living, it seems there is a real appetite to travel overseas next year. Travel companies are increasingly advertising discounts on getaways to UK consumers during the Black Friday and Cyber Monday sales period.

"Deals can seem attractive, but before booking, we would urge everyone to just do a bit of research to make sure it really is a bargain. Always check it has Atol financial protection, watch out for hidden extras, book by credit card if you can and consider travel insurance are all top tips for anyone looking to book a holiday."