Black Friday (shopping) Audience in United States

Black Friday (shopping) logo

Black Friday (shopping) has an estimated audience of 43,666,386 people in United States. 61.4% are female, 38.6% are male, average age 42.2. Top regions: California, Texas, Florida. Top brand affinities: Cyber Monday, Macy's, Kohl's, Macy's, Nordstrom rack.

The average Black Friday (shopping) fan in United States is 42.2 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Cyber Monday, Macy's, Kohl's, with strongest over-indexing on Cyber Monday (3.92× the country average). Demographically, the Black Friday (shopping) audience skews more female with an average age of 42.2, and over-indexes on personality traits such as Price Sensitivity, Extroversion. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Shopping · Type: Topic

Demographics of Black Friday (shopping) fans

Demographic split for Black Friday (shopping) audience in United States
MetricValue
Female61.4%
Male38.6%
Average age42.2
Estimated audience size43,666,386

Audience persona

The typical Black Friday (shopping) fan in United States is more female, around 42.2 years old, with strong Price Sensitivity tendencies and a notable affinity for Cyber Monday.

Top regions in United States

Top regions ranked by reach for Black Friday (shopping) in United States
RegionReachAffinity
California6,095,0411.27×
Texas4,977,7691.33×
Florida3,562,8251.21×
New York3,132,8261.28×
Illinois1,744,0581.2×
Georgia1,612,9571.2×
Pennsylvania1,473,1381×
North Carolina1,299,1540.99×
Ohio1,274,8430.95×
Virginia1,244,2881.17×
New Jersey1,210,9421.09×
Michigan1,200,2661.05×
Washington1,072,7591.22×
Arizona992,3121.11×
Tennessee977,8851.12×
Massachusetts948,6921.1×
Indiana891,6371.12×
Maryland813,2651.08×
Colorado770,9711.12×
Missouri705,2001×
Wisconsin655,6011×
South Carolina612,3220.93×
Minnesota610,3540.98×
Oklahoma601,9751.24×
Louisiana594,8761.06×
Alabama573,5500.94×
Kentucky551,9021.01×
Oregon504,4251.01×
Connecticut436,7151×
Nevada420,2201×
Arkansas381,8661.06×
Iowa368,6301.02×
Utah346,2920.89×
Kansas344,2631×
Mississippi301,4580.84×
Nebraska221,2291.01×
Hawaii213,5971.14×
New Mexico199,9820.91×
West Virginia180,1110.89×
Idaho174,3900.8×
Washington, District of Columbia136,6181.04×
New Hampshire128,1000.74×
Maine124,7470.8×
Rhode Island105,2150.76×
Delaware95,1280.79×
South Dakota86,9840.86×
Montana86,0470.71×
North Dakota84,6120.94×
Alaska71,8750.77×
Wyoming44,6060.69×

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 (shopping) audience
BrandAffinityCategory
Cyber Monday3.92×Shopping
Macy's2.24×Shopping
Kohl's1.98×Shopping
Macy's1.69×Shopping
Nordstrom rack2.19×Fashion & Accessoires
Marshalls2×Fashion & Accessoires
Old Navy1.76×Fashion & Accessoires
Target Corporation1.56×Shopping
EBay1.58×Shopping
Nordstrom1.79×Shopping
Lowe's1.52×Shopping
Coupons1.52×Shopping
Dresses1.64×Fashion & Accessoires
T.J.Maxx2.07×Shopping
Best Buy1.64×Shopping
Dollar General1.57×Shopping
Price1.54×Shopping
Handbags1.75×Fashion & Accessoires
T-shirt1.5×Fashion & Accessoires
Bag3.03×Fashion & Accessoires

Psychographic profile

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

Top personality traits over-indexed by Black Friday (shopping) audience
TraitClusterScore
Price SensitivityPREMIUM1.68
ExtroversionTHRILL1.24
IndulgenceJOY1.12
Family OrientationCONSERVATISM1.07
Social Media UsageJOY1.04
CreativityOPEN1.02

Worldwide distribution

Worldwide audience distribution share by country for Black Friday (shopping)
CountryShare
United States20.6%
Brazil8.1%
Italy7.2%

See Black Friday (shopping) audiences in other countries

More Shopping audiences in United States

Frequently asked questions

How many fans does Black Friday (shopping) have in United States?

Black Friday (shopping) has an estimated audience of 43,666,386 people in United States, concentrated in California and Texas.

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

61.4% of Black Friday (shopping) fans are female, 38.6% are male, with an average age of 42.2 years.

Which brands do Black Friday (shopping) fans like most?

Black Friday (shopping) fans show strongest brand affinity for Cyber Monday (3.92×), Macy's (2.24×), and Kohl's (1.98×) over the country average.

Where do Black Friday (shopping) fans live in United States?

Black Friday (shopping) fans in United States are most concentrated in California (reach 6,095,041), Texas (reach 4,977,769), and Florida (reach 3,562,825). These three regions account for the largest share of the active audience.

What other brands do Black Friday (shopping) fans also like?

Beyond Black Friday (shopping) itself, the audience over-indexes on Macy's (2.24×), Kohl's (1.98×), Macy's (1.69×), and Nordstrom rack (2.19×) 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 (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.

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.