Roughly four out of 10 U.S. consumers surveyed in a recent study said they might go shop in-store for the Black Friday sales in 2024. This made it the most popular response. Just about *** percent of respondents said that they will definitely not do their Black Friday sales shopping in store.

Black Friday spending was forecast to be the higher in the United Kingdom (UK) than any other European nation in 2020, although total figures are expected crash in 2020 due to the impact of coronavirus restrictions and lockdown measures in place in many European countries. Following the UK, the second biggest Black Friday spender was Germany, where Black Friday weekend and Cyber Monday sales value reached *** billion in 2018 and *** billion British pounds in 2019. In 2020, Germany is predicted to spend around * percent less during Black Friday weekend.

The most popular retail event of the holiday season

Black Friday might be an American shopping phenomenon by origin, but European consumers have adopted it with similar degrees of zealotry. Across the EMEA region, Black Friday stood out among other special retail events during the holiday season in 2018. The number of daily retail transactions that took place on this day put Black Friday ahead of more traditional holiday season discount opportunities such as Christmas and Boxing Day sales. Perhaps not surprisingly, the most purchased products on Black Friday were in the tech category.

Millions of Black Friday transactions on Amazon

Black Friday is simultaneously a challenge and an opportunity for retailers, be it brick-and-mortar or online. One retailer that springs to mind immediately on this day is Amazon. In the UK, the total number of transactions made during 2018 Black Friday on Amazon’s UK platform saw a ** percent increase from about two weeks before. On Black Friday’s twin event, Cyber Monday, the total number of transactions was just shy of **** million.

Comprehensive dataset covering Black Friday retailer participation rates, consumer shopping behavior, sales volumes, and global trends across retail categories for 2020-2024.

In 2023, approximately *** million people in the United States planned to shop on Black Friday. According to the source, *** million U.S. consumers will potentially shop during the Thanksgiving weekend, which marks the start of the holiday season.

According to a survey conducted in October 2024, around ** percent of consumers in the United States were aware of Black Friday. Overall, awareness of Black Friday was high in all countries, with Australia showing the lowest percentage.

Online media plays a crucial role in the visibility of mega-sale events. Online shopping websites are the most popular channel for surveyed shoppers to notice Black Friday and Cyber ​​Monday in the United States in 2024. ** percent of survey participants are most likely to notice Black Friday and Cyber ​​Monday in online advertising and social media. Retailer websites and apps are most likely to be noticed by ** percent of Black Friday and Cyber Monday shoppers in the United States in 2024.

In the United States, only around ***** in ** people found Black Friday sales to be good value. An additional ** percent of consumers said while they offered good value, it was not always worth the hassle of shopping on that day. The 2023 survey also revealed that some consumers (** percent of respondents) believed retailers inflated the prices on the run-up to Black Friday and discounted them on the day of the event.

In late 2024, about *** in ten consumers in the United States said they liked deals with discounts on everything (clearly displayed in percentages) the most when shopping during Black Friday, cyber Monday, or Singles' Day. About a ***** of those who intended to shop during these events liked deals that offer cash back or gift cards.

Among the surveyed shoppers in the United States between 18 and 34 years old, social media was the most likely channel to create awareness on Black Friday and Cyber Monday in 2024. For ** percent of shoppers from 35 years old, online shopping websites were the main channel to notice mega event sales. Mega-sale events were equally likely to be noticed by consumers in both age groups.

Retail sales on Black Friday 2022, more specifically ***********, increased by ** percent across all categories in the United States. For apparel products, the sales increase is expected to reach ** percent.

No other day in the year represents the set phrase “shopping spree” better than Black Friday. Originated in the United States, the popularity of the Friday after Thanksgiving Day has skyrocketed in the world over the past years, and Spain is no exception to this global trend. According to the latest surveys, about 65 percent of the Spaniards that were intending to take part in this shopping event in 2024 were interested in buying fashion products. In the fashion industry, Inditex was by far the largest fashion company by revenue in Spain in 2023. Black Friday in Europe With only a few exceptions, the participation rate on Black Friday only increased across Europe between 2017 and 2018, with Romania topping the list with about 71 percent of consumers that took part in 2018. Ukraine is, in contrast, the European country that least participated in this shopping event at slightly over 30 percent of consumers, although this figure represents quite a leap from a shy 18.6 percent registered the previous year. In terms of discount rates, the list is led by the United Kingdom, with an average discount rate of 63 percent off all products for sale in 2018. That same year, Spain featured an average discount rate of 47 percent. The importance of Black Friday in the fashion industry Black Friday has become an extremely important event for the world’s leading retailers. In Spain, for instance, the sales of fashion and luxury items on Black Friday is over 400 percent higher than any other day of the year, representing one of the highest percentage changes across Europe. Generally speaking, the fashion industry has experienced a gradual increase in the number of online shoppers over the last few years, reaching 13.5 million online shoppers in 2022 as opposed to only 5.5 million in 2014.

A survey probing Black Friday shopping intentions and opinions of U.S. consumers found that Gen Z was the generation that regretted their past Black Friday purchases the most, with ** percent of respondents. Generally, respondents across all age groups were found to regret having made purchases during Black Friday sales, with the exception of baby boomers.

In 2023, four in 10 consumers in Canada were planning to take advantage of deals on Black Friday. Around one-third of the Canadian respondents stated they were planning to shop for deals on Boxing Day.

In 2024, online retail sales during Black Friday in Brazil generated ******billion Brazilian reals, an increase compared to the ***** billion Brazilian reals in the same period of the previous year.

Data on the 2023 edition of the Amazon Black Friday shopping event showed that the actual shopping day usually registered the most outstanding performance. Compared to the average sales of previous week, Black Friday sales increased by *** percent in Germany. However, the increase was the lowest in Italy, where online sales increased by ** percent on Black Friday.

While in 2022, consumers in the United States spent on average ****** U.S. dollars during the Black Friday period, this figure is set to rise in 2023, with consumers saying they will likely spend more.

Compared to sales that took place in the preceding eight weeks, retail sales during Black Friday grew by varying degrees in the United Kingdom in 2020. On Black Friday, the highest increase was observed in the apparel and accessories category, with a sales increase of *** percent. Cyber Monday, which immediately follows holiday season’s most anticipated retail event, led to increased activity as well.

UK: where the biggest Black Friday happens In Europe, Black Friday stimulates the highest sales in the United Kingdom. In 2020, the total value of sales during Black Friday and Cyber Monday amounted to *** billion British pounds. Online purchases made up the majority of the projected value of Black Friday and Cyber Weekend sales in the UK.

Black Friday 2021: what are UK consumers buying?
In 2021, consumers in the older age brackets were preparing to allocate higher budgets for their Black Friday purchases, over *** British pounds each. In comparison, Gen Z and millennials were not planning to splash their money on Black Friday purchases. London was projected to be the region where consumers were intending to spend the highest amount during this retail event.

In 2024, over ** percent of consumers in France, Germany, Ireland, Italy, and Turkey were planning to make purchases during Black Friday. The percentage was higher for Italy, at ** percent.

Thirty six percent of surveyed U.S. consumers planned to do most of their holiday shopping on Black Friday in 2020. This is a significant decrease compared to 2015, when some 60 percent of respondents were planning to do the majority of their shopping during that time.

Reasons for not going

Not all consumers in the United States are excited about Black Friday: in 2019, the most common reason for not going to physical stores during the Black Friday period, was the fact that stores are simply too busy. Many consumers that were not willing to go also stated that online shopping was easier.

Impulse purchases and budget

During Black Friday, many products are at a reduced price and, as a result, bought on impulse. In 2018, impulse purchases in the United States were made most frequently for clothing, footwear, and consumer electronics. When asked how much consumers were likely to spend during that year’s Black Friday, compared to the previous year, almost half of U.S. consumers stated they were likely to spend the same amount.

According to a survey carried out in October 2024, Walmart was the top Black Friday shopping destination of choice for U.S. consumers. ***** out of 10 respondents stated that they planned to shop in-person in Target stores for Black Friday in 2024.