Italy: awareness of Black Friday sales 2017

A survey published at the end of 2017 revealed that four percent of Italians did not know what Black Friday is. While the vast majority (52 percent) had heard of it the very same year. Moreover, the same survey showed that approximately 25 percent of respondents considered Black Friday to be just another consumption trend imported from the United States.

Black Friday popular among female customers and young-adults

According to another survey published in 2018, female consumers seemed to be more interested in Black Friday than male customers. In fact, the results showed that over 60 percent of Black Friday sales in 2017 were attributable to female customers. Moreover, when looking at the age of the Black Friday customers, young-adults between 25 and 34 years old accounted for 26 percent of the total Black Friday sales.

Black Friday’s increase in popularity

After being imported from the United States, where it marks the beginning of Christmas season shopping, Black Friday started to take hold also in Europe. In 2018, in countries such as Romania, Turkey and the United Kingdom (UK) as many as two out of three consumers took part in Black Friday shopping. In particular, Black Friday seems to be very popular in the United Kingdom, where the average expenditure per person was expected to reach almost 350 euros.