A data profile of the people who buy, follow and care about Black Friday (shopping) in Netherlands — modelled from more than twelve digital signal sources. Black Friday (shopping) has an estimated audience of 2,186,405 people in Netherlands.
The average Black Friday (shopping) fan in Netherlands is 42.8 years old, more female, and lives primarily in Zuid-Holland.
The audience is concentrated in Zuid-Holland, North Holland, North Brabant.
Top brand affinities include IKEA, Discount stores, H&M, with strongest over-indexing on IKEA (2.18× the country average).
Demographically, the Black Friday (shopping) audience skews more female with an average age of 42.8, and over-indexes on personality traits such as Need for Security, Travelling.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Black Friday (shopping) fan in Netherlands is more female, around 42.8 years old, with strong Need for Security tendencies and a notable affinity for IKEA.
The key figures that characterise the Black Friday (shopping) profile in Netherlands.
62.4% are female, 37.6% are male, average age 42.8.
| Metric | Value |
|---|---|
| Female | 62.4% |
| Male | 37.6% |
| Average age | 42.8 |
| Estimated audience size | 2,186,405 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 16% | |
| 30-39 | 17% | |
| 40-49 | 22% | |
| 50+ | 31% |
of the worldwide Black Friday (shopping) audience comes from Netherlands.
| Country | Share |
|---|---|
| United States | 20.6% |
| Brazil | 8.1% |
| Italy | 7.2% |
Where the Black Friday (shopping) audience in Netherlands is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Zuid-Holland | ~700K | 1.40× | |
| 02 | North Holland | ~600K | 1.39× | |
| 03 | North Brabant | ~400K | 1.16× | |
| 04 | Overijssel | ~200K | 1.13× | |
| 05 | Gelderland | ~300K | 1.12× | |
| 06 | Flevoland | ~60K | 1.03× | |
| 07 | Friesland | ~90K | 1.02× | |
| 08 | Limburg | ~100K | 1.00× | |
| 09 | Groningen | ~70K | 0.91× | |
| 10 | Drenthe | ~60K | 0.89× | |
| 11 | Utrecht | ~100K | 0.56× | |
| 12 | Zeeland | ~20K | 0.43× |
The strongest cross-interests of the Black Friday (shopping) audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Deal of the day | Shopping | 4.69× | ||
| 02 | Coupons | Shopping | 3.63× | ||
| 03 | Discount stores | Shopping | 2.83× | ||
| 04 | H&M | Shopping | 2.43× | ||
| 05 | HEMA | Shopping | 2.20× | ||
| 06 | IKEA | Home & Garden | 2.18× | ||
| 07 | Etos | Health | 2.12× | ||
| 08 | Bol.com | Shopping | 2.01× | ||
| 09 | Internet & Social Media | 1.88× | |||
| 10 | Shoes | Fashion & Accessoires | 1.83× | ||
| 11 | Kwantum | Home & Garden | 1.81× | ||
| 12 | Internet & Social Media | 1.78× | |||
| 13 | Kruidvat | Shopping | 1.76× | ||
| 14 | Jumbo (supermarket) | Shopping | 1.74× | ||
| 15 | Hornbach | Shopping | 1.74× | ||
| 16 | Dutch language | Politics & Society | 1.73× | ||
| 17 | Amsterdam | Travel & Leisure | 1.70× | ||
| 18 | Magazines | Literature | 1.70× | ||
| 19 | Aldi | Shopping | 1.65× | ||
| 20 | RTL Nieuws | Movies & TV | 1.57× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.42× | |
| Travelling | THRILL | 1.30× | |
| Sustainability | BALANCE | 1.18× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 0.63× | |
| Patriotism | CONSERVATISM | 0.66× | |
| Design Affinity | PREMIUM | 0.87× |
Black Friday (shopping) has an estimated audience of 2,186,405 people in Netherlands, concentrated in Zuid-Holland and North Holland.
62.4% of Black Friday (shopping) fans are female, 37.6% are male, with an average age of 42.8 years.
Black Friday (shopping) fans show strongest brand affinity for IKEA (2.18×), Discount stores (2.83×), and H&M (2.43×) over the country average.
Black Friday (shopping) fans in Netherlands are most concentrated in Zuid-Holland (reach ~700K), North Holland (reach ~600K), and North Brabant (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Black Friday (shopping) itself, the audience over-indexes on Discount stores (2.83×), H&M (2.43×), HEMA (2.2×), and Coupons (3.63×) compared to the Netherlands average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Netherlands 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 Netherlands. 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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