Rascasse Audience Intelligence

Black Friday Sales Audience in Germany

A data profile of the people who buy, follow and care about Black Friday Sales in Germany — modelled from more than twelve digital signal sources. Black Friday Sales has an estimated audience of 304,531 people in Germany.

#231among Event in Germany#406in Shopping

The average Black Friday Sales fan in Germany is 30.0 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Discount card, Cyber Monday, Purchase discount, with strongest over-indexing on Discount card (29.84× the country average).

Demographically, the Black Friday Sales audience skews more male with an average age of 30.0, and over-indexes on personality traits such as Price Sensitivity, Risk Appetite.

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

The typical Black Friday Sales fan in Germany is more male, around 30.0 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 Sales profile in Germany.

Audience size
305K
in Germany
Gender
36.3%♀
63.7% male
Age
30.0
average years
Country rank
#17128
Event in Germany
Fig. 01

Search interest · 12-month trend

-68%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Black Friday Sales fans

36.3% are female, 63.7% are male, average age 30.0.

Fig. 02

Gender split

36.3%
Female
63.7%
Male
Demographic split for Black Friday Sales audience in Germany
MetricValue
Female36.3%
Male63.7%
Average age30.0
Estimated audience size304,531
Fig. 03

Age distribution

Ø 30.0
average years
Age distribution of the Black Friday Sales audience in Germany
Age bracketShare%
16-1941%
20-2927%
30-3918%
40-4910%
50+4%
Fig. 04

Worldwide distribution

8.8%

of the worldwide Black Friday Sales audience comes from Germany.

Worldwide audience distribution share by country for Black Friday Sales
CountryShare
United States30.8%
Germany8.8%
India8.1%
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 Sales audience in Germany is strongest.

Fig. 05

Top regions by affinity

Black Friday Sales fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~30K2.28×
02Hessen~30K1.32×
03Bremen~3K1.22×
04Hamburg~8K1.16×
05Nordrhein-Westfalen~70K1.07×
06Bayern~50K1.07×
07Baden-Württemberg~40K1.04×
08Rheinland-Pfalz~10K0.94×
09Saarland~3K0.93×
10Sachsen-Anhalt~6K0.81×
11Brandenburg~7K0.79×
12Thüringen~6K0.79×
13Niedersachsen~20K0.76×
14Schleswig-Holstein~8K0.76×
15Mecklenburg-Vorpommern~4K0.76×
16Sachsen~10K0.74×
Fig. 06

Affinity by region

Affinity by region — Black Friday Sales, Germany
0.74×1.00×2.28×
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 Sales 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 Sales audience
#·InterestCategoryAffinity×
01Discount cardShopping29.84×
02ScrabbleGames14.69×
03Nordic walkingSports11.10×
04Mobile gamblingGames8.81×
05Purchase discountShopping8.47×
06Digital printingArts & Culture6.82×
07Cyber MondayShopping5.45×
08Deal of the dayShopping4.69×
09Instant GamingGames4.46×
10Google DriveTechnology & Electronics4.42×
11Comparison shopping websiteShopping4.34×
12PaybackShopping3.33×
13Tour de FranceSports3.21×
14Drop shippingShopping2.81×
15KitchenHome & Garden2.63×
16IdealoShopping2.49×
17Black Friday (shopping)Shopping2.46×
18Luxury goodsFashion & Accessoires2.24×
19NatureHome & Garden1.73×
20FamilyKids & Family1.59×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Black Friday Sales 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 Sales audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM7.68×
Risk AppetiteTHRILL1.69×
Early Adopter MentalityPOWER1.44×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Black Friday Sales audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.64×
CreativityOPEN0.90×
TravellingTHRILL0.94×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Black Friday Sales have in Germany?

Black Friday Sales has an estimated audience of 304,531 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

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

36.3% of Black Friday Sales fans are female, 63.7% are male, with an average age of 30.0 years.

03

Which brands do Black Friday Sales fans like most?

Black Friday Sales fans show strongest brand affinity for Discount card (29.84×), Cyber Monday (5.45×), and Purchase discount (8.47×) over the country average.

04

Where do Black Friday Sales fans live in Germany?

Black Friday Sales fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~70K), Bayern (reach ~50K), and Baden-Württemberg (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Black Friday Sales fans also like?

Beyond Black Friday Sales itself, the audience over-indexes on Cyber Monday (5.45×), Purchase discount (8.47×), Scrabble (14.69×), and Deal of the day (4.69×) 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 Sales 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 Sales. 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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