A data profile of the people who buy, follow and care about Black Friday (shopping) in Italy — modelled from more than twelve digital signal sources. Black Friday (shopping) has an estimated audience of 15,320,178 people in Italy.
The average Black Friday (shopping) fan in Italy is 43.4 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Cyber Monday, EBay, Comfort, with strongest over-indexing on Cyber Monday (2.65× the country average).
Demographically, the Black Friday (shopping) audience skews more female with an average age of 43.4, and over-indexes on personality traits such as Price Sensitivity, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Black Friday (shopping) fan in Italy is more female, around 43.4 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 Italy.
61.1% are female, 38.9% are male, average age 43.4.
| Metric | Value |
|---|---|
| Female | 61.1% |
| Male | 38.9% |
| Average age | 43.4 |
| Estimated audience size | 15,320,178 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 16% | |
| 30-39 | 22% | |
| 40-49 | 24% | |
| 50+ | 28% |
of the worldwide Black Friday (shopping) audience comes from Italy.
| Country | Share |
|---|---|
| United States | 20.6% |
| Brazil | 8.1% |
| Italy | 7.2% |
Where the Black Friday (shopping) audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lombardy | ~4M | 1.55× | |
| 02 | Lazio | ~2.5M | 1.42× | |
| 03 | Campania | ~2M | 1.22× | |
| 04 | Emilia-Romagna | ~1.5M | 1.22× | |
| 05 | Piedmont | ~1.5M | 1.22× | |
| 06 | Sicilia | ~1.5M | 1.14× | |
| 07 | Veneto | ~1.5M | 1.10× | |
| 08 | Tuscany | ~1M | 1.08× | |
| 09 | Puglia | ~1M | 1.04× | |
| 10 | Calabria | ~500K | 1.01× | |
| 11 | Marche | ~400K | 0.98× | |
| 12 | Abruzzo | ~300K | 0.95× | |
| 13 | Liguria | ~400K | 0.92× | |
| 14 | Sardinia | ~400K | 0.90× | |
| 15 | Trentino-Alto Adige/Südtirol | ~300K | 0.89× | |
| 16 | Friuli-Venezia Giulia | ~300K | 0.87× | |
| 17 | Umbria | ~200K | 0.80× | |
| 18 | Molise | ~50K | 0.69× | |
| 19 | Basilicata | ~90K | 0.65× | |
| 20 | Aosta Valley | ~20K | 0.47× |
The strongest cross-interests of the Black Friday (shopping) audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Cyber Monday | Shopping | 2.65× | ||
| 02 | Purchase discount | Shopping | 2.15× | ||
| 03 | Brassiere | Food & Beverages | 1.77× | ||
| 04 | Motivi | Fashion & Accessoires | 1.77× | ||
| 05 | Zalando | Shopping | 1.75× | ||
| 06 | Linens | Home & Garden | 1.73× | ||
| 07 | Comparison shopping website | Shopping | 1.67× | ||
| 08 | Groupon | Internet & Social Media | 1.64× | ||
| 09 | Stradivarius | Shopping | 1.60× | ||
| 10 | Sandal | Fashion & Accessoires | 1.60× | ||
| 11 | Party dress | Fashion & Accessoires | 1.53× | ||
| 12 | Leggings | Fashion & Accessoires | 1.53× | ||
| 13 | Acqua & Sapone | Beauty & Wellness | 1.53× | ||
| 14 | EBay | Shopping | 1.52× | ||
| 15 | Comfort | Travel & Leisure | 1.52× | ||
| 16 | Outlet store | Shopping | 1.52× | ||
| 17 | Blouse | Fashion & Accessoires | 1.52× | ||
| 18 | Children's clothing | Fashion & Accessoires | 1.51× | ||
| 19 | Bag | Fashion & Accessoires | 1.51× | ||
| 20 | Price | Shopping | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.61× | |
| DIY Mentality | THRILL | 1.12× | |
| Quality Awareness | PREMIUM | 1.08× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 0.47× | |
| Community Orientation | OPEN | 0.51× | |
| Patriotism | CONSERVATISM | 0.51× |
Black Friday (shopping) has an estimated audience of 15,320,178 people in Italy, concentrated in Lombardy and Lazio.
61.1% of Black Friday (shopping) fans are female, 38.9% are male, with an average age of 43.4 years.
Black Friday (shopping) fans show strongest brand affinity for Cyber Monday (2.65×), EBay (1.52×), and Comfort (1.52×) over the country average.
Black Friday (shopping) fans in Italy are most concentrated in Lombardy (reach ~4M), Lazio (reach ~2.5M), and Campania (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Black Friday (shopping) itself, the audience over-indexes on EBay (1.52×), Comfort (1.52×), Outlet store (1.52×), and Children's clothing (1.51×) compared to the Italy average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Italy 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 Italy. 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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