Black Friday
Around The World

Black Friday: facts and numbers

  • Around the world, the next Black Friday will take place on 29 November 2019;
  • Data shows a 663 per cent increase in sales on Black Friday compared to an ordinary day;
  • When shopping online, purchasing with smartphones is a global trend;
  • The biggest spenders come from the USA, Canada, the UK, Ireland and the UAE.

In the autumn and winter season, Black Friday sale plays an important role not only in terms of e-commerce turnover but also the activity of shoppers. With the beginning of November, small and middle-sized businesses, as well as bigger players on the market, begin Black Friday preparations. They announce huge sales to take place at the end of November, in both online and brick-and-mortar stores.

Curiously enough, merchants claim that this is not entirely about the fight for increasing their sales. In a sense, sellers and buyers swap places during Black Friday. In normal circumstances, customers gain benefits by shopping regularly and thus asserting their loyalty. In November, stores are the ones that must prove loyalty toward their clients, which can be assessed with regard to the level of rebates and availability of highly discounted products.

For several years, Black-Friday.Global analysts have been closely following Black Friday trends around the world. Below, we present a handful of statistics and interesting facts connected with the busiest shopping day in the world.

Black Friday: trends in the past years

Interest in Black Friday Sales across the week

In the beginning, Black Friday used to be a one-day happening in the United States. However, over the past few years, the event has grown into a shopping marathon that lasts for several days. It may sometimes start on Thursday and continue until the end of the week, or even month. In an attempt to grab consumers’ attention, some stores start the so-called presales as early as Monday. Nevertheless, in most countries, the peak of shoppers’ interest falls on the same day. Google Trends data for 19-25 November 2018 shows that one third of all queries related to Black Friday sales were recorded on Friday. Nevertheless, the interest of customers starts to grow on Wednesday and fades on Sunday.

Sales increase on Black Friday

The internal Black-Friday.Global data for 2018 shows a 663 per cent increase in sales compared to an ordinary day. In countries like Mexico or Thailand, the increase is not as significant — 136 and 74 per cent respectively. On the other hand, in the United Kingdom the increase is 1708 per cent, in the RSA — 1952 per cent, and in Germany — 2418 per cent.

Unlike the United States, citizens of other countries do not usually have a day off on Black Friday. Although peaks of online shopping activity in various countries are slightly different, generally they fall on the morning and evening according to Black-Friday.Global data for 2018.

On the other hand, in countries like Turkey, Finland, Greece, Singapore, or Hong Kong, Black Friday seems to have been much-anticipated — basing on the fact that most of the shopping was done right after midnight.

Black Friday spending

Black Friday spending

Shoppers around the world are planning on taking part in both online and brick-and-mortar sales. In some countries, shoppers have a rather small budget in mind, like Indians ($69), Filipinos ($68), Nigerians ($61), Kazakhstanis ($58) or Pakistanis ($35). In contrast, consumers who declare to spend record-breaking amounts come from the USA ($485), Canada ($430), the United Kingdom ($397), Ireland ($339) and the United Arab Emirates ($291).

According to the data from 2018, when shopping online during Black Friday, purchasing with smartphones was a global trend, noted among others in the United Kingdom, Germany, Turkey, or Indonesia.

Methodology and data source

All statistical data comes from Picodi.com, a global discount platform operating since 2010, which created Black-Friday.Global, a site dedicated to Black Friday sales. The surveys conducted in July and November 2018 among 23 thousand respondents from 55 countries were also used in the report. For currency conversion, we used the average exchange rate from xe.com.

Public Use

Share information about Black Friday with your readers! All the data and infographics presented in this report can be freely used for both commercial and non-commercial purposes as long as you indicate the author of the research (Black-Friday.Global) with a link to this subpage.

Black Friday 2018

Black Friday 2018 Around the World

This event, known previously only in the States, has gained a truly worldwide popularity within just a few years. On average, three quarters of the population knows what Black Friday is.

Black-Friday.Global Analysis Team has been closely following this trend for the past several years. We know exactly how relevant this event is for retailers, the domestic and local economy, as well as for average consumers.

How does the interest in shopping and discounts grow among different nations in November? Which categories of goods are characterised by the highest demand? How much money do shoppers spend during Black Friday shopping craze and how are they different from the other nations? We've analyzed Black Friday statistics and conducted surveys in 55 countries to answer the above questions. Here are the results of our analysis.

Global Recognition

GROWTH OF INTEREST IN BLACK FRIDAY DEALS AROUND THE WORLD OVER THE PAST 5 YEARS

Black Friday is now a phenomenon for a reason. Google's data suggests that in the last 5 years the interest of Internet users in this event has more than doubled. Every year, in almost every country, the shopping fever results in new sales records. Only in western hemisphere countries, where trends from the US appear faster, a moderate increase in Black Friday discounts is noted.

BLACK FRIDAY AROUND THE WORLD

The survey suggests that 47% will participate in Black Friday this year (an increase of 9 percentage points compared to 2017). The majority of consumers will shop both online and offline (49.35%), the rest will either opt for traditional offline-only (16.10%) or online-only (34.55%) option. For comparison, in 2017 the percentage of users choosing brick and mortar stores only was higher by 10% (from 16.10% to 26.83%).

Boosting The Global Economy

HOW DO SALES GROW ON BLACK FRIDAY IN COMPARISON WITH A REGULAR FRIDAY

Such a great Black Friday recognition results in sales numbers' surges each year. In each of the 55 analysed countries, the number of online transactions on Black Friday increased significantly when compared to the regular day. Take Greece for example, where users have made 2600% more purchases than usual or South Africa with 2571% growth in transaction number. However, in no other country, the Black Friday interest was as big as in Pakistan, where users activity was higher by enormous 11,525%.

Unsurprisingly so November is usually the month where most profits are generated. According to certain estimates around 20% of annual turnover is being made in November. What's more, our internal data allows us to reevaluate that in certain markets – e.g. the UK, Greece, RSA – where even every third transaction is taking place in November.

Hard Money

HOW MUCH MONEY WILL BE SPENT BY CONSUMERS FROM DIFFERENT COUNTRIES DURING BLACK FRIDAY

The results of the survey show that users in North America and Europe are willing to spend the most during Black Friday. The ultimate record holders in spending money are Americans, who spend $515 on average. Canadians ($488) and Brits ($399) are also relatively big spenders. On the contrary, Asian customers – i.e. in Pakistan ($44), Malaysia ($41), Philippines ($59) – are planning to spend relatively small amounts of money.

Pieces of Black Friday Cake

WHICH PRODUCTS ARE THE MOST POPULAR ON BLACK FRIDAY

Every year, the world press feeds us with dozens of photos of crowds besieging electronic stores. Surprisingly though, the results of our survey state that clothes, not electronics, are the actual apple of bargain hunters' eye. Consumer electronics category came second in our ranking. On the other side of the scale books, sports accessories and underwear were the least popular items to buy.

Unusual Markdowns

AN AVERAGE DISCOUNT AVAILABLE ON BLACK FRIDAY

Black Friday is well known for its discounts reaching as high as 80–90%. Even though the number of items available for a single dollar or with 90% discount is highly limited, those participating in Black Friday can count on legitimate bargains. According to our Black Friday 2017 data, the biggest discounts were available for Americans (68% average markdown), Canadians (66%) and Ukrainians (66%). A little less impressive rebates were found in Russia (58% average markdown), Brazil (57%) and Turkey (56%). World's average sets around 55% off.

Black Friday Figures

  • 77% of people around the world know what Black Friday is, and 47% is willing to participate in the shopping spree this year
  • 49.35% of bargain hunters will choose both online and offline sales
  • Shoppers around the world will spend on average $186 during Black Friday sales, with clothes, electronics and shoes on mind

Methodology and Data Sources

This report was created based on data provided by Picodi.com – a global discounts provider existing since 2010. Black-Friday.Global – dedicated to Black Friday deals – was created by Picodi.com. 12,000 participants from 55 countries took part in the survey.

Public Use

Would you like to share the Black Friday insights with your audience? Feel free to use and share the report results and infographics in both commercial and noncommercial way as long as you indicate the authorship of the study (Black-Friday.Global) with a link to this subpage.

Check out Black Friday in Your Country

  1. Black Friday

    Argentina

    Statistics show that the number of transactions on Black Friday in Argentina increases by 325% in comparison with a regular Friday. Argentinians do love Black Friday and it pays off! People from Argentina on average save 48% of the original price during Black Friday.

    Serious savings in most popular stores

  2. Black Friday

    Australia

    On Black Friday shoppers from Australia make 1764% more purchases than usual. More than 57% of surveyed Australians told us they would participate in this event this year. The majority (56%) of Aussies usually look for deals both online and offline.

    Serious savings in most popular stores

  3. Black Friday

    Austria

    In the last 5 years the interest of Austrian consumers in Black Friday sales increased by 245%. The survey among people from Austria suggests that 90% of them know what Black Friday is. In this beautiful land users' activity on Black Friday surges 1202% in comparison with a regular Friday.

    Serious savings in most popular stores

  4. Black Friday

    Belarus

    95% of surveyed people from Belarus know what Black Friday is. Last year the Belarusian consumers’ activity on Black Friday increased on average by 2279% in comparison with a regular Friday. On average Belarusians spend 301 roubles on Black Friday saving 56% of the original price.

    Serious savings in most popular stores

  5. Black Friday

    Brazil

    Consumers from Brazil know when shopping pays off. This year more than 60% of Brazilians will be looking for deals on Black Friday. And it will pay off! People from Brazil can count on huge discounts during Black Friday. Last year the average discount in Brazilian shops surged 57%!

    Serious savings in most popular stores

  6. Black Friday

    Bulgaria

    Last year the Bulgarian consumers’ activity on Black Friday increased on average by 562%. The majority (41,5%) of surveyed Bulgarians still prefer offline-shopping during Black Friday. When it comes to Black Friday spendings, average Bulgarian spends around 410 BGN.

    Serious savings in most popular stores

  7. Black Friday

    Chile

    Chilians are one of the nations which spends Black Friday online—50.36% of them prefer to shop in the Internet. In Chile users' activity on Black Friday was higher by enormous 564% in comparison with a regular Friday. Our study suggests that on average Chilians spend more than $170.000 CLP during Black Friday.

    Serious savings in most popular stores

  8. Black Friday

    Columbia

    More than 80% of Colombians are familiar with Black Friday. This year 51% of them will be looking for deals on the last Friday of November. 65% of Colombians will spend Black Friday online and it will pay off! Last year average discount in Colombian shops surged 51%.

    Serious savings in most popular stores

  9. Black Friday

    Czech Republic

    On Black Friday people from Czechia make 355% more purchases than usual. This year nearly 40% of people from Czech Republic will be looking for deals on Black Friday. Our survey suggests that on average they will spend more than 5600 CZK during Black Friday.

    Serious savings in most popular stores

  10. Black Friday

    Dominican Republic

    Statistics show that the number of transactions on Black Friday in Dominican Republic increases by 145% in comparison with a regular Friday. Our survey suggests that on average Dominicans spend 7500 DOP during Black Friday.

    Serious savings in most popular stores

  11. Black Friday

    Ecuador

    In Ecuador users' activity on Black Friday was higher by 156% in comparison with a regular Friday. This year almost 52% of Ecuadorians will be looking for deals during Black Friday. When it comes to spendings, average Ecuadorian spends $145 while shopping on Black Friday.

    Serious savings in most popular stores

  12. Black Friday

    Egypt

    On Black Friday people from Egypt make 940% more purchases than usual. Egyptians are one of the nations which spends Black Friday online—54.20% of them prefer to shop in the Internet. Last year average discount in Egyptian online shops surged 40%

    Serious savings in most popular stores

  13. Black Friday

    Finland

    Finns are one of the nations which spends Black Friday online—61.29% of them prefer to shop in the Internet. Statistics show that the number of transactions on Black Friday in Finnish internet shops increases by 1529% in comparison with a regular Friday.

    Serious savings in most popular stores

  14. Black Friday

    Germany

    Germans are one of the nations which spends Black Friday online—54.12% of them prefer to shop in the Internet. Last year the German e-shoppers’ activity on Black Friday increased on average by 2106%. On average Germans spend €211 on Black Friday.

    Serious savings in most popular stores

  15. Black Friday

    Greece

    Greeks are familiar with Black Friday sales. 85% of surveyed residents of Greece know what Black Friday is. In the last 5 years the interest of Greek consumers in Black Friday sales increased by 4650%

    Serious savings in most popular stores

  16. Black Friday

    Hong Kong

    Hong Kongers are one of the nations which spends Black Friday online—81.82% of them prefer to shop in the Internet. And it pays off! People from Hong Kong on average save 61% of the original price during Black Friday. More than 35% of surveyed Greeks told us they would participate in this event this year.

    Serious savings in most popular stores

  17. Black Friday

    Hungary

    The majority (54%) of people from Hungary usually look for deals both online and offline. This year nearly half of Hungarians will participate in Black Friday sales. Our survey suggests that average Hungarian will spend around 47.000 HUF during Black Friday.

    Serious savings in most popular stores

  18. Black Friday

    India

    Our survey suggests that on average Indian spends 4750 INR during Black Friday. Indians are one of the nations which spends Black Friday online—50.13% of them prefer to shop in the Internet. Average discount on the last Friday of November in Indian shops surges 46%.

    Serious savings in most popular stores

  19. Black Friday

    Indonesia

    In the last 5 years the interest of buyers from Indonesia in Black Friday sales increased by 98%. This year nearly 990.000 IDR will be spent during Black Friday by an average Indonesian. And it will pay off! People from Indonesia on average save 51% of the original price.

    Serious savings in most popular stores

  20. Black Friday

    Iran

    44% of surveyed Iranians are familiar with Black Friday. Statistics show that in the last 5 years the interest of Iranian consumers in Black Friday sales increased by 900%. Consumers from Iran can count on big discounts during Black Friday. Average discount last year was 41%.

    Serious savings in most popular stores

  21. Black Friday

    Ireland

    Our survey suggests that on average Irish spend around €300 during Black Friday. And it pays off! People from Ireland on average save 60% of the original price. This year nearly 58% of Irish residents will be looking for deals during Black Friday.

    Serious savings in most popular stores

  22. Black Friday

    Italy

    According to statistics in the last 5 years the interest of buyers from Italy in Black Friday sales increased by 3233%! Italians loved Black Friday. Consumers from Italy can count on great deals during Black Friday. Average discount last year surged 46%.

    Serious savings in most popular stores

  23. Black Friday

    Kazakhstan

    In the last 5 years the interest of shoppers from Kazakhstan in Black Friday sales increased by 733%. This year nearly 32% of Kazakhs will be looking for deals on Black Friday. More than 22.000 KZT will be spent during Black Friday by an average Kazakh.

    Serious savings in most popular stores

  24. Black Friday

    Kenya

    Kenyans are one of the nations which spends Black Friday online—60.18% of them prefer to shop in the Internet. This year 30% of Kenyans will be looking for deals on Black Friday. When it comes to spendings, average Kenyan spends 7500 shillings.

    Serious savings in most popular stores

  25. Black Friday

    Kuwait

    In the last 5 years the interest of buyers from Kuwait in Black Friday sales increased by 133%. On average residents of Kuwait spend 56 KWD during Black Friday sales and save 42% of the original price.

    Serious savings in most popular stores

  26. Black Friday

    Malaysia

    Consumers from Malaysia can count on huge discounts during Black Friday. Average discount last year was 61%. This year about 25% of Malaysians will be looking for deals during Black Friday sales.

    Serious savings in most popular stores

  27. Black Friday

    Mexico

    In Mexico users' activity on Black Friday surges 179% in comparison with a regular Friday. This year more that 40% of Mexicans will be looking for deals on Black Friday. When it comes to spendings, average Mexican spends $4.864 MXN while shopping during Black Friday.

    Serious savings in most popular stores

  28. Black Friday

    Nigeria

    Nigerians are one of the nations which spends Black Friday online—66.15% of them prefer to shop in the Internet. Our survey suggests that on average Nigerians spend more than ₦17000 during Black Friday.

    Serious savings in most popular stores

  29. Black Friday

    Pakistan

    74% of surveyed Pakistans know what Black Friday is. Statistics show that the number of transactions on Black Friday in Pakistan increased by 11.525% in comparison with a regular Friday.

    Serious savings in most popular stores

  30. Black Friday

    Peru

    Peruvians know when shopping pays off. Nearly 53% of surveyed people from Peru told us they would participate in Black Friday sales this year. And it will pay off! People from Peru on average save 54% of the original price.

    Serious savings in most popular stores

  31. Black Friday

    Philippines

    Filipinos can count on huge discounts during Black Friday. Average discount last year surged 61%. The majority (55%) of people from the Philippines usually look for deals both online and offline.

    Serious savings in most popular stores

  32. Black Friday

    Poland

    Our survey suggests that on average Polish people spend 645 PLN during Black Friday sales. Nearly 60% of Polish consumers usually take advantages both of online and brick and mortar stores.

    Serious savings in most popular stores

  33. Black Friday

    Portugal

    In Portugal users' activity on Black Friday was higher by enormous 607% in comparison with a regular Friday. Our survey suggests that on average Portuguese people spend €179 during Black Friday.

    Serious savings in most popular stores

  34. Black Friday

    Puerto Rico

    Puerto Ricans love Black Friday. On average they spend 210 USD and it pays off! People from Puerto Rico on average save 60% of the original price. More than 65% of surveyed Puerto Ricans told us they would participate in this event in 2018.

    Serious savings in most popular stores

  35. Black Friday

    Qatar

    70% of surveyed people from Qatar know what Black Friday is. In the last 5 years the interest of shoppers from Qatar in Black Friday sales increased by 194%. On average Qatar residents spend 750 QAR during Black Friday sales.

    Serious savings in most popular stores

  36. Black Friday

    Romania

    People from Romania know when shopping pays off. Nearly 71% of surveyed Romanians told us they would participate in this event this year. Statistics show that the number of transactions on Black Friday in Romania increases by 1260% in comparison with a regular Friday.

    Serious savings in most popular stores

  37. Black Friday

    Russia

    People from Russia love Black Friday. 90% of surveyed Russians know what Black Friday is. The survey suggests that this year almost 50% of Russian residents will look for deals during Black Friday weekend. And will pay off! Average discount in Russian shops usually surges 58% during Black Friday.

    Serious savings in most popular stores

  38. Black Friday

    Saudi Arabia

    Average discount in Saudi Arabian shops during Black Friday surges 44%. In the last 5 years the interest of buyers from Saudi Arabia in Black Friday sales increased by 186%. Our survey suggests that on average Saudi Arabians spend SAR 899 during Black Friday.

    Serious savings in most popular stores

  39. Black Friday

    Singapore

    In the last 5 years the interest of Singaporean buyers in Black Friday sales increased by 138%. Consumers from Singapore can count on huge discounts during Black Friday. Average discount last year was 53%.

    Serious savings in most popular stores

  40. Black Friday

    Slovakia

    Average discount in shops of Slovakia surges 53%. Our survey suggests that 94% of Slovaks are familiar with Black Friday sales. This year nearly 38% of Slovaks will be looking for deals during Black Friday.

    Serious savings in most popular stores

  41. Black Friday

    South Africa

    South Africans know when shopping pays off. Consumers from RSA can count on huge discounts during Black Friday. Average discount last year was 61%! This year two out of three South Africans will participate in Black Friday sales.

    Serious savings in most popular stores

  42. Black Friday

    Spain

    In Ecuador users' activity on Black Friday was higher by 156% in comparison with a regular Friday. This year almost 52% of Ecuadorians will be looking for deals during Black Friday. When it comes to spendings, average Ecuadorian spends $145 while shopping on Black Friday.

    Serious savings in most popular stores

  43. Black Friday

    Sweden

    The Swedes loved Black Friday. Statistics say that in the last 5 years the interest of shoppers from Sweden in Black Friday sales increased by 614%. More than 44% of surveyed Swedes told us they would participate in this event this year.

    Serious savings in most popular stores

  44. Black Friday

    Switzerland

    In Switzerland users' activity on Black Friday was higher by enormous 934% in comparison with a regular Friday. Shopping on Black Friday in Switzerland pays off. Statistics show that the average discount in Swiss shops during Black Friday sales reaches 52%.

    Serious savings in most popular stores

  45. Black Friday

    Thailand

    At least one out of three Thais know that shopping on Black Friday pays off. Consumers from Thailand can count on huge discounts during Black Friday. Average discount last year was 65%. Out survey suggests that the majority (53.50%) of Thais will look for deals both online and offline.

    Serious savings in most popular stores

  46. Black Friday

    Turkey

    Consumers from Turkey can count on huge discounts during Black Friday. Average discount last year was 56%. According to our study on average Turks spend 452 Turkish liras during Black Friday sales.

    Serious savings in most popular stores

  47. Black Friday

    UAE

    Nearly 80% of Emiratis know what Black Friday is and this year 63% of them will take part in Black Friday sales. People who shop on Black Friday spend about 1000 dirhams and save on average 45% of the original price.

    Serious savings in most popular stores

  48. Black Friday

    UK

    UK consumers know when shopping pays off. People from the UK on average save 62% of the original price during Black Friday sales. Statistics show that on Black Friday residents of the UK make 1500% more purchases than usual!

    Serious savings in most popular stores

  49. Black Friday

    Ukraine

    One out of three Ukrainian residents will participate in Black Friday sales this year. And it will pay off! Average discount in Ukrainian shops surges 66%! Our survey suggests that on average Ukrainians will spend almost 3.000 hryvnias during Black Friday 2018.

    Serious savings in most popular stores

  50. Black Friday

    USA

    Every year 3 out of 4 Americans participate in Black Friday. US consumers, who spend $515 on average, are the ultimate record holders in spending money. The vast majority of consumers (80%) will shop both online and offline.

    Serious savings in most popular stores

  51. Black Friday

    Venezuela

    On Black Friday people from Venezuela make 119% more purchases than usual. Our survey suggests that on average Venezuelans spend $145 during Black Friday. Average discount in Venezuelan shops surges 49%.

    Serious savings in most popular stores

  52. Black Friday

    Vietnam

    In the last 5 years the interest of buyers from Vietnam in Black Friday sales increased by 803%. In 2018 88% of surveyed Vietnamese people know what Black Friday is. Statistics show that the number of transactions on Black Friday in Vietnam increases by 145% in comparison with a regular Friday.

    Serious savings in most popular stores

Frequently Asked Questions

What is Black Friday?

Black Friday is a unique day, during which stores around the world lower the prices of their products to a big extent.

When is Black Friday?

This year Black Friday will be on November 29th.

Is it worth waiting for Black Friday?

Sure! Even though Black Friday is not the only opportunity to save a lot of money, such a great discounts are available only during the last Friday of November.

Is it safe to buy on Black Friday?

For sure buying online is much safer than shopping in crowded malls. Black-Friday.Global is a safe place where only real offers from verified shops are presented.

What kind of discounts can I expect on Black Friday?

On average during Black Friday users enjoy 55% markdown. A true bargain hunters might even have the opportunity to grab some products for a single dollar!