A data profile of the people who buy, follow and care about Black Friday (shopping) in Portugal — modelled from more than twelve digital signal sources. Black Friday (shopping) has an estimated audience of 2,121,261 people in Portugal.
The average Black Friday (shopping) fan in Portugal is 44.0 years old, more female, and lives primarily in Lisbon District.
The audience is concentrated in Lisbon District, Porto District, Setúbal District.
Top brand affinities include IKEA, WhatsApp, Correio da Manhã, with strongest over-indexing on IKEA (1.91× the country average).
Demographically, the Black Friday (shopping) audience skews more female with an average age of 44.0, and over-indexes on personality traits such as Price Sensitivity, Creativity.
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 Portugal is more female, around 44.0 years old, with strong Price Sensitivity tendencies and a notable affinity for IKEA.
The key figures that characterise the Black Friday (shopping) profile in Portugal.
69.4% are female, 30.6% are male, average age 44.0.
| Metric | Value |
|---|---|
| Female | 69.4% |
| Male | 30.6% |
| Average age | 44.0 |
| Estimated audience size | 2,121,261 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 15% | |
| 30-39 | 20% | |
| 40-49 | 27% | |
| 50+ | 28% |
of the worldwide Black Friday (shopping) audience comes from Portugal.
| Country | Share |
|---|---|
| United States | 20.6% |
| Brazil | 8.1% |
| Italy | 7.2% |
Where the Black Friday (shopping) audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lisbon District | ~1M | 1.80× | |
| 02 | Braga District | ~300K | 1.40× | |
| 03 | Setúbal District | ~300K | 1.39× | |
| 04 | Porto District | ~600K | 1.38× | |
| 05 | Santarém District | ~100K | 1.38× | |
| 06 | Coimbra District | ~100K | 1.31× | |
| 07 | Aveiro District | ~200K | 1.20× | |
| 08 | Leiria District | ~100K | 1.09× | |
| 09 | Faro District | ~100K | 1.01× | |
| 10 | Viseu District | ~70K | 0.95× | |
| 11 | Viana do Castelo District | ~50K | 0.90× | |
| 12 | Castelo Branco District | ~40K | 0.90× | |
| 13 | Vila Real District | ~30K | 0.86× | |
| 14 | Madeira | ~50K | 0.84× | |
| 15 | Beja District | ~30K | 0.84× | |
| 16 | Évora District | ~30K | 0.79× | |
| 17 | Bragança District | ~20K | 0.79× | |
| 18 | Azores | ~50K | 0.78× | |
| 19 | Portalegre District | ~20K | 0.76× | |
| 20 | Guarda District | ~20K | 0.75× |
The strongest cross-interests of the Black Friday (shopping) audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Jesus | Politics & Society | 2.65× | ||
| 02 | Blouse | Fashion & Accessoires | 2.42× | ||
| 03 | Skirt | Fashion & Accessoires | 2.35× | ||
| 04 | Parfois (fashion accessories) | Fashion & Accessoires | 2.10× | ||
| 05 | Coupons | Shopping | 2.04× | ||
| 06 | Sales promotion | Shopping | 2.00× | ||
| 07 | Dresses | Fashion & Accessoires | 1.93× | ||
| 08 | IKEA | Home & Garden | 1.91× | ||
| 09 | Internet & Social Media | 1.88× | |||
| 10 | Discount stores | Shopping | 1.86× | ||
| 11 | Men's clothing | Fashion & Accessoires | 1.85× | ||
| 12 | Fragrances | Beauty & Wellness | 1.79× | ||
| 13 | Correio da Manhã | News | 1.75× | ||
| 14 | Footwear | Fashion & Accessoires | 1.65× | ||
| 15 | Shoes | Fashion & Accessoires | 1.57× | ||
| 16 | Pingo Doce | Shopping | 1.54× | ||
| 17 | House | Home & Garden | 1.53× | ||
| 18 | Architecture | Business & Career | 1.53× | ||
| 19 | Child | Kids & Family | 1.52× | ||
| 20 | Internet & Social Media | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 2.03× | |
| Creativity | OPEN | 1.58× | |
| Extroversion | THRILL | 1.45× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 0.93× | |
| Risk Appetite | THRILL | 0.96× | |
| Career Orientation | POWER | 0.99× |
Black Friday (shopping) has an estimated audience of 2,121,261 people in Portugal, concentrated in Lisbon District and Porto District.
69.4% of Black Friday (shopping) fans are female, 30.6% are male, with an average age of 44.0 years.
Black Friday (shopping) fans show strongest brand affinity for IKEA (1.91×), WhatsApp (1.88×), and Correio da Manhã (1.75×) over the country average.
Black Friday (shopping) fans in Portugal are most concentrated in Lisbon District (reach ~1M), Porto District (reach ~600K), and Setúbal District (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Black Friday (shopping) itself, the audience over-indexes on WhatsApp (1.88×), Correio da Manhã (1.75×), Pingo Doce (1.54×), and Blouse (2.42×) compared to the Portugal average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Portugal 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 Portugal. 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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