Black Friday Audience in United States

Black Friday logo

Black Friday has an estimated audience of 2,595,547 people in United States. 61.6% are female, 38.4% are male, average age 34.5. Top regions: California, Texas, Florida. Top brand affinities: Product design, UK garage, Hebe, Buying and Selling Real Estate, Pro-Ject.

The average Black Friday fan in United States is 34.5 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Product design, UK garage, Hebe, with strongest over-indexing on Product design (4.62× the country average). Demographically, the Black Friday audience skews more female with an average age of 34.5, 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 50 regions tracked by Rascasse.

Category: Shopping · Type: Event

Demographics of Black Friday fans

Demographic split for Black Friday audience in United States
MetricValue
Female61.6%
Male38.4%
Average age34.5
Estimated audience size2,595,547

Audience persona

The typical Black Friday fan in United States is more female, around 34.5 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Product design.

Top regions in United States

Top regions ranked by reach for Black Friday in United States
RegionReachAffinity
California362,2921.27×
Texas295,8811.33×
Florida211,7761.21×
New York186,2161.28×
Illinois103,6681.2×
Georgia95,8751.2×
Pennsylvania87,5641×
North Carolina77,2220.99×
Ohio75,7770.95×
Virginia73,9611.17×
New Jersey71,9791.09×
Michigan71,3441.05×
Washington63,7651.22×
Arizona58,9831.11×
Tennessee58,1261.12×
Massachusetts56,3911.1×
Indiana52,9991.12×
Maryland48,3411.08×
Colorado45,8271.12×
Missouri41,9171×
Wisconsin38,9691×
South Carolina36,3970.93×
Minnesota36,2800.98×
Oklahoma35,7821.24×
Louisiana35,3601.06×
Alabama34,0920.94×
Kentucky32,8051.01×
Oregon29,9831.01×
Connecticut25,9591×
Nevada24,9781×
Arkansas22,6981.06×
Iowa21,9121.02×
Utah20,5840.89×
Kansas20,4631×
Mississippi17,9190.84×
Nebraska13,1501.01×
Hawaii12,6961.14×
New Mexico11,8870.91×
West Virginia10,7060.89×
Idaho10,3660.8×
Washington, District of Columbia8,1211.04×
New Hampshire7,6140.74×
Maine7,4150.8×
Rhode Island6,2540.76×
Delaware5,6540.79×
South Dakota5,1700.86×
Montana5,1150.71×
North Dakota5,0290.94×
Alaska4,2720.77×
Wyoming2,6510.69×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Black Friday audience
BrandAffinityCategory
Product design4.62×Business & Career
UK garage11.76×Music & Radio
Hebe11.62×Home & Garden
Buying and Selling Real Estate11.99×Home & Garden
Pro-Ject5.94×Music & Radio
Kendra Scott4.25×Fashion & Accessoires
Saving3.85×Business & Career
Pillow2.67×Home & Garden
Jesse Plemons3.56×Movies & TV
Home equity1.81×Home & Garden
edureka31×Business & Career
Nebraska Cornhuskers football2.99×Sports
Gilt.com6.73×Shopping
Historic site3.46×Arts & Culture
Queens College, City University of New York5.64×Business & Career
Kemper Amps20×Music & Radio
Emperor Entertainment Group8.83×Business & Career
Linn County, Iowa20.54×Travel & Leisure
Natural rubber1.5×Cars & Mobility
Jaws3.93×Movies & TV

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Black Friday audience
TraitClusterScore
LGBTQ+ IdentityOPEN2.07
Price SensitivityPREMIUM1.59
Family OrientationCONSERVATISM1.46
Luxury OrientationPREMIUM1.38
DIY MentalityTHRILL1.32
Convenience OrientationPREMIUM1.25

Worldwide distribution

Worldwide audience distribution share by country for Black Friday
CountryShare
Germany15.1%
United States9.8%
Brazil7.8%

See Black Friday audiences in other countries

More Shopping audiences in United States

Frequently asked questions

How many fans does Black Friday have in United States?

Black Friday has an estimated audience of 2,595,547 people in United States, concentrated in California and Texas.

What is the gender split and age of Black Friday fans?

61.6% of Black Friday fans are female, 38.4% are male, with an average age of 34.5 years.

Which brands do Black Friday fans like most?

Black Friday fans show strongest brand affinity for Product design (4.62×), UK garage (11.76×), and Hebe (11.62×) over the country average.

Where do Black Friday fans live in United States?

Black Friday fans in United States are most concentrated in California (reach 362,292), Texas (reach 295,881), and Florida (reach 211,776). These three regions account for the largest share of the active audience.

What other brands do Black Friday fans also like?

Beyond Black Friday itself, the audience over-indexes on UK garage (11.76×), Hebe (11.62×), Buying and Selling Real Estate (11.99×), and Pro-Ject (5.94×) compared to the United States average.

How to read this data

Audience size is the estimated number of people in United States who actively search for Black Friday. 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 United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.