Rascasse Audience Intelligence

Black Friday Audience in Germany

A data profile of the people who buy, follow and care about Black Friday in Germany — modelled from more than twelve digital signal sources. Black Friday has an estimated audience of 3,993,066 people in Germany.

#25among Event in Germany#78in Shopping

The average Black Friday fan in Germany is 32.1 years old, balanced, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Discount card, Purchase discount, Jutarnji list, with strongest over-indexing on Discount card (52.89× the country average).

Demographically, the Black Friday audience skews balanced with an average age of 32.1, and over-indexes on personality traits such as Price Sensitivity, Indulgence.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Black Friday fan in Germany is balanced, around 32.1 years old, with strong Price Sensitivity tendencies and a notable affinity for Discount card.

Category: Shopping · Type: Event

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Black Friday profile in Germany.

Audience size
4M
in Germany
Gender
51.3%♀
48.7% male
Age
32.1
average years
Country rank
#1472
Event in Germany
Fig. 01

Search interest · 12-month trend

-26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Black Friday fans

51.3% are female, 48.7% are male, average age 32.1.

Fig. 02

Gender split

51.3%
Female
48.7%
Male
Demographic split for Black Friday audience in Germany
MetricValue
Female51.3%
Male48.7%
Average age32.1
Estimated audience size3,993,066
Fig. 03

Age distribution

Ø 32.1
average years
Age distribution of the Black Friday audience in Germany
Age bracketShare%
16-1934%
20-2927%
30-3918%
40-4913%
50+7%
Fig. 04

Worldwide distribution

15.0%

of the worldwide Black Friday audience comes from Germany.

Worldwide audience distribution share by country for Black Friday
CountryShare
Germany15.0%
United States9.8%
Brazil7.8%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Black Friday audience in Germany is strongest.

Fig. 05

Top regions by affinity

Black Friday fans by region: top regions in Germany
#RegionReachAffinity×
01Hamburg~100K1.27×
02Berlin~200K1.21×
03Hessen~400K1.20×
04Nordrhein-Westfalen~1M1.17×
05Baden-Württemberg~600K1.11×
06Bayern~700K1.10×
07Niedersachsen~400K1.03×
08Rheinland-Pfalz~200K0.99×
09Schleswig-Holstein~100K0.98×
10Bremen~30K0.95×
11Saarland~50K0.92×
12Sachsen~200K0.91×
13Brandenburg~100K0.86×
14Thüringen~80K0.82×
15Sachsen-Anhalt~80K0.76×
16Mecklenburg-Vorpommern~60K0.75×
Fig. 06

Affinity by region

Affinity by region — Black Friday, Germany
0.75×1.00×1.27×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Black Friday audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Black Friday audience
#·InterestCategoryAffinity×
01Discount cardShopping52.89×
02ThanksgivingKids & Family17.84×
03Purchase discountShopping16.38×
04General practitionerHealth13.69×
05Jutarnji listNews11.19×
06LycamobileTechnology & Electronics7.92×
07Billiger.deShopping6.95×
08Female bodybuildingSports6.26×
09Cyber MondayShopping5.87×
10PandoraFashion & Accessoires5.60×
11Deal of the dayShopping4.88×
12DuneMovies & TV4.14×
13Comparison shopping websiteShopping3.96×
14LeggingsFashion & Accessoires3.79×
15Tour de FranceSports3.21×
16Google DriveTechnology & Electronics3.18×
17Black Friday (shopping)Shopping3.02×
18Drop shippingShopping2.67×
19KitchenHome & Garden2.38×
20REWEShopping2.02×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Black Friday audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Black Friday audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM12.44×
IndulgenceJOY1.71×
Risk AppetiteTHRILL1.66×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Black Friday audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.73×
Community OrientationOPEN0.75×
TraditionCONSERVATISM0.76×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Black Friday have in Germany?

Black Friday has an estimated audience of 3,993,066 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Black Friday fans?

51.3% of Black Friday fans are female, 48.7% are male, with an average age of 32.1 years.

03

Which brands do Black Friday fans like most?

Black Friday fans show strongest brand affinity for Discount card (52.89×), Purchase discount (16.38×), and Jutarnji list (11.19×) over the country average.

04

Where do Black Friday fans live in Germany?

Black Friday fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1M), Bayern (reach ~700K), and Baden-Württemberg (reach ~600K). These three regions account for the largest share of the active audience.

05

What other brands do Black Friday fans also like?

Beyond Black Friday itself, the audience over-indexes on Purchase discount (16.38×), Jutarnji list (11.19×), Cyber Monday (5.87×), and General practitioner (13.69×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Shopping audiences in Germany

See Black Friday audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Black Friday. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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