Black Friday (shopping) Audience in Germany
Black Friday (shopping) has an estimated audience of 9,716,852 people in Germany. 57.3% are female, 42.7% are male, average age 40.8. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Cyber Monday, EBay, H&M, Deichmann, Obi (store).
The average Black Friday (shopping) fan in Germany is 40.8 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Cyber Monday, EBay, H&M, with strongest over-indexing on Cyber Monday (3.5× the country average). Demographically, the Black Friday (shopping) audience skews more female with an average age of 40.8, and over-indexes on personality traits such as LGBTQ+ Identity, Price Sensitivity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Topic
Demographics of Black Friday (shopping) fans
| Metric | Value |
|---|---|
| Female | 57.3% |
| Male | 42.7% |
| Average age | 40.8 |
| Estimated audience size | 9,716,852 |
Audience persona
The typical Black Friday (shopping) fan in Germany is more female, around 40.8 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Cyber Monday.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 2,561,972 | 1.21× |
| Bayern | 1,776,183 | 1.14× |
| Baden-Württemberg | 1,501,851 | 1.13× |
| Niedersachsen | 990,680 | 1.05× |
| Hessen | 906,831 | 1.22× |
| Berlin | 551,148 | 1.27× |
| Rheinland-Pfalz | 483,728 | 0.99× |
| Sachsen | 423,201 | 0.89× |
| Schleswig-Holstein | 340,381 | 0.98× |
| Hamburg | 283,545 | 1.29× |
| Brandenburg | 251,664 | 0.83× |
| Thüringen | 193,576 | 0.78× |
| Sachsen-Anhalt | 183,514 | 0.73× |
| Mecklenburg-Vorpommern | 130,864 | 0.71× |
| Saarland | 105,265 | 0.88× |
| Bremen | 74,801 | 0.9× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Cyber Monday | 3.5× | Shopping |
| EBay | 1.88× | Shopping |
| H&M | 1.83× | Shopping |
| Deichmann | 2.05× | Shopping |
| Obi (store) | 1.62× | Shopping |
| Amazon.com | 1.63× | Shopping |
| Lidl | 1.62× | Shopping |
| Kaufland | 1.66× | Shopping |
| IKEA | 1.57× | Home & Garden |
| Idealo | 2.35× | Shopping |
| 1.56× | Internet & Social Media | |
| AutoScout24 | 1.7× | Cars & Mobility |
| Gala | 1.66× | News |
| Aldi | 1.53× | Shopping |
| REWE | 1.51× | Shopping |
| Temu | 2.15× | Shopping |
| Rossmann | 1.64× | Shopping |
| Women's clothing | 1.55× | Fashion & Accessoires |
| Black Friday | 3.02× | Shopping |
| Globus Baumarkt | 1.53× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| LGBTQ+ Identity | OPEN | 2.95 |
| Price Sensitivity | PREMIUM | 2.35 |
| Early Adopter Mentality | POWER | 1.13 |
| DIY Mentality | THRILL | 1.1 |
| Social Media Usage | JOY | 1.08 |
| Sports Activity | POWER | 1.04 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 20.6% |
| Brazil | 8.1% |
| Italy | 7.2% |
See Black Friday (shopping) audiences in other countries
- Black Friday (shopping) — United States
- Black Friday (shopping) — United Kingdom
- Black Friday (shopping) — France
- Black Friday (shopping) — Italy
- Black Friday (shopping) — Spain
- Black Friday (shopping) — Brazil
- Black Friday (shopping) — Japan
- Black Friday (shopping) — South Korea
- Black Friday (shopping) — India
More Shopping audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Black Friday (shopping) have in Germany?
Black Friday (shopping) has an estimated audience of 9,716,852 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Black Friday (shopping) fans?
57.3% of Black Friday (shopping) fans are female, 42.7% are male, with an average age of 40.8 years.
Which brands do Black Friday (shopping) fans like most?
Black Friday (shopping) fans show strongest brand affinity for Cyber Monday (3.5×), EBay (1.88×), and H&M (1.83×) over the country average.
Where do Black Friday (shopping) fans live in Germany?
Black Friday (shopping) fans in Germany are most concentrated in Nordrhein-Westfalen (reach 2,561,972), Bayern (reach 1,776,183), and Baden-Württemberg (reach 1,501,851). These three regions account for the largest share of the active audience.
What other brands do Black Friday (shopping) fans also like?
Beyond Black Friday (shopping) itself, the audience over-indexes on EBay (1.88×), H&M (1.83×), Deichmann (2.05×), and Obi (store) (1.62×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Black Friday (shopping). 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.