Rascasse Audience Intelligence

Black Friday (shopping) Audience in United States

A data profile of the people who buy, follow and care about Black Friday (shopping) in United States — modelled from more than twelve digital signal sources. Black Friday (shopping) has an estimated audience of 43,666,386 people in United States.

#365among Topic in United States#29in Shopping

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, Creativity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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.

Category: Shopping · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Black Friday (shopping) profile in United States.

Audience size
43.7M
in United States
Gender
61.4%♀
38.6% male
Age
42.2
average years
Country rank
#505
Topic in United States
Fig. 01

Search interest · 12-month trend

-3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Black Friday (shopping) fans

61.4% are female, 38.6% are male, average age 42.2.

Fig. 02

Gender split

61.4%
Female
38.6%
Male
Demographic split for Black Friday (shopping) audience in United States
MetricValue
Female61.4%
Male38.6%
Average age42.2
Estimated audience size43,666,386
Fig. 03

Age distribution

Ø 42.2
average years
Age distribution of the Black Friday (shopping) audience in United States
Age bracketShare%
16-1913%
20-2917%
30-3920%
40-4924%
50+26%
Fig. 04

Worldwide distribution

20.6%

of the worldwide Black Friday (shopping) audience comes from United States.

Worldwide audience distribution share by country for Black Friday (shopping)
CountryShare
United States20.6%
Brazil8.1%
Italy7.2%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Black Friday (shopping) audience in United States is strongest.

Fig. 05

Top regions by affinity

Black Friday (shopping) fans by region: top regions in United States
#RegionReachAffinity×
01Colorado~900K1.32×
02Texas~5M1.31×
03California~6M1.22×
04New York~3M1.19×
05Oklahoma~600K1.19×
06Georgia~1.5M1.17×
07Virginia~1M1.16×
08Washington~1M1.16×
09Florida~3.5M1.15×
10Illinois~1.5M1.15×
11Maryland~800K1.13×
12Hawaii~200K1.12×
13Tennessee~1M1.11×
14Indiana~900K1.09×
15Massachusetts~900K1.08×
16Louisiana~600K1.08×
17Arkansas~400K1.07×
18New Jersey~1M1.06×
19Arizona~900K1.06×
20Washington, District of Columbia~100K1.05×
21New Mexico~200K1.03×
22Kentucky~600K1.01×
23Iowa~400K1.01×
24Kansas~300K1.01×
25Michigan~1M1.00×
26Wisconsin~700K1.00×
27Connecticut~400K1.00×
28Nebraska~200K1.00×
29Pennsylvania~1.5M0.99×
30Missouri~700K0.99×
31Alabama~600K0.99×
32Nevada~400K0.99×
33North Dakota~90K0.98×
34Oregon~500K0.97×
35North Carolina~1.5M0.96×
36Minnesota~600K0.96×
37South Carolina~600K0.94×
38Ohio~1M0.92×
39West Virginia~200K0.92×
40South Dakota~90K0.92×
41Utah~300K0.88×
42Mississippi~300K0.88×
43Alaska~80K0.85×
44Delaware~100K0.83×
45Idaho~200K0.82×
46Maine~100K0.82×
47Rhode Island~100K0.80×
48New Hampshire~100K0.78×
49Montana~90K0.73×
50Vermont~50K0.64×
Fig. 06

Affinity by region

Affinity by region — Black Friday (shopping), United States
0.64×1.00×1.32×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Black Friday (shopping) audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Black Friday (shopping) audience
#·InterestCategoryAffinity×
01Cyber MondayShopping3.92×
02Purchase discountShopping3.56×
03BagFashion & Accessoires3.03×
04Macy'sShopping2.24×
05Nordstrom rackFashion & Accessoires2.19×
06T.J.MaxxShopping2.07×
07MarshallsFashion & Accessoires2.00×
08Kohl'sShopping1.98×
09NordstromShopping1.79×
10Old NavyFashion & Accessoires1.76×
11HandbagsFashion & Accessoires1.75×
12DressesFashion & Accessoires1.64×
13Best BuyShopping1.64×
14EBayShopping1.58×
15Sam's ClubShopping1.58×
16Dollar GeneralShopping1.57×
17Target CorporationShopping1.56×
18PriceShopping1.54×
19CouponsShopping1.52×
20T-shirtFashion & Accessoires1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Black Friday (shopping) audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Black Friday (shopping) audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM2.10×
CreativityOPEN1.32×
DIY MentalityTHRILL1.28×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Black Friday (shopping) audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.62×
MindfulnessBALANCE0.71×
Pet OwnershipJOY0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

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.

04

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

Black Friday (shopping) fans in United States are most concentrated in California (reach ~6M), Texas (reach ~5M), and Florida (reach ~3.5M). These three regions account for the largest share of the active audience.

05

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×), Marshalls (2×), and Nordstrom rack (2.19×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Shopping audiences in United States

See Black Friday (shopping) audiences in other countries

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.

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