A data profile of the people who buy, follow and care about Black Friday (shopping) in United Kingdom — modelled from more than twelve digital signal sources. Black Friday (shopping) has an estimated audience of 11,852,692 people in United Kingdom.
The average Black Friday (shopping) fan in United Kingdom is 44.3 years old, more female, and lives primarily in England.
The audience is concentrated in England, Greater London, North West.
Top brand affinities include Cyber Monday, Matalan, Discounting, with strongest over-indexing on Cyber Monday (2.45× the country average).
Demographically, the Black Friday (shopping) audience skews more female with an average age of 44.3, and over-indexes on personality traits such as Price Sensitivity, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Black Friday (shopping) fan in United Kingdom is more female, around 44.3 years old, with strong Price Sensitivity tendencies and a notable affinity for Cyber Monday.
The key figures that characterise the Black Friday (shopping) profile in United Kingdom.
66.0% are female, 34.0% are male, average age 44.3.
| Metric | Value |
|---|---|
| Female | 66.0% |
| Male | 34.0% |
| Average age | 44.3 |
| Estimated audience size | 11,852,692 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 17% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 32% |
of the worldwide Black Friday (shopping) audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 20.6% |
| Brazil | 8.1% |
| Italy | 7.2% |
Where the Black Friday (shopping) audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~9M | 2.16× | |
| 02 | North West | ~1.5M | 1.36× | |
| 03 | Greater London | ~2M | 1.23× | |
| 04 | East Midlands | ~900K | 1.09× | |
| 05 | East of England | ~1M | 1.07× | |
| 06 | South West | ~1M | 1.03× | |
| 07 | South East | ~1.5M | 1.01× | |
| 08 | Yorkshire and the Humber | ~700K | 0.76× | |
| 09 | West Midlands | ~400K | 0.76× | |
| 10 | North East | ~300K | 0.70× | |
| 11 | Scotland | ~700K | 0.67× | |
| 12 | Northern Ireland | ~200K | 0.67× | |
| 13 | Wales | ~300K | 0.52× |
The strongest cross-interests of the Black Friday (shopping) audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sterilization (microbiology) | Health | 2.47× | ||
| 02 | Cyber Monday | Shopping | 2.45× | ||
| 03 | Discounting | Shopping | 2.26× | ||
| 04 | Purchase discount | Shopping | 2.18× | ||
| 05 | Beauty & Fashion | Beauty & Wellness | 1.73× | ||
| 06 | Diaper bag | Kids & Family | 1.73× | ||
| 07 | Western wear | Fashion & Accessoires | 1.69× | ||
| 08 | Mountain Warehouse | Fashion & Accessoires | 1.68× | ||
| 09 | Sportswear (fashion) | Fashion & Accessoires | 1.68× | ||
| 10 | Infant clothing | Kids & Family | 1.63× | ||
| 11 | Drop shipping | Shopping | 1.60× | ||
| 12 | Matalan | Shopping | 1.57× | ||
| 13 | TopCashBack | Shopping | 1.57× | ||
| 14 | J. D. Williams | Shopping | 1.55× | ||
| 15 | Kitchen utensil | Home & Garden | 1.53× | ||
| 16 | Outerwear | Fashion & Accessoires | 1.53× | ||
| 17 | The White Company | Literature | 1.52× | ||
| 18 | Hypermarket | Shopping | 1.52× | ||
| 19 | Furniture Village | Home & Garden | 1.52× | ||
| 20 | Reiss (brand) | Fashion & Accessoires | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.47× | |
| Family Orientation | CONSERVATISM | 1.07× | |
| Convenience Orientation | PREMIUM | 1.00× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.52× | |
| Risk Appetite | THRILL | 0.57× | |
| Patriotism | CONSERVATISM | 0.59× |
Black Friday (shopping) has an estimated audience of 11,852,692 people in United Kingdom, concentrated in England and Greater London.
66.0% of Black Friday (shopping) fans are female, 34.0% are male, with an average age of 44.3 years.
Black Friday (shopping) fans show strongest brand affinity for Cyber Monday (2.45×), Matalan (1.57×), and Discounting (2.26×) over the country average.
Black Friday (shopping) fans in United Kingdom are most concentrated in England (reach ~9M), Greater London (reach ~2M), and North West (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Black Friday (shopping) itself, the audience over-indexes on Matalan (1.57×), Discounting (2.26×), Drop shipping (1.6×), and Purchase discount (2.18×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across United Kingdom. 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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