Finder is committed to editorial independence. While we receive compensation when you click links to partners, they do not influence our content.

Black Friday Statistics 2021

31% of Canadian adults, or an estimated 9.6 million people, will shop the Black Friday sales this year.

Holiday sales periods like Black Friday and Cyber Monday have become a global phenomenon and one of the largest shopping days, both online and in person. In fact, new research from Finder reveals 31% of Canadian adults, or an estimated 9.6 million people, plan to shop end-of-year sales like Black Friday Deals this year. Finder surveyed 1,201 Canadian adults to find out why Canadians are shopping, and equally why those choosing not to shop are making that choice. Let’s unpack the stats.

Who is most likely to shop?

Men and women are just as likely to partake in the shopping event, with 31% of both sexes saying they plan to make a purchase.

In terms of age, younger Canadians are the most likely to partake in the event, with 37% of those aged 18-24 saying they’re shopping the sales. Meanwhile, just 23% of those aged 55-64 say the same.

Why are Canadian adults shopping the sales?

We all have our reasons for shopping the big sales events, with 11% of Canadian adults planning to shop because they think the sales provide great value and another 11% shopping because they’re bored. The remaining 9% are shopping but couldn’t give a specific reason why.

Men are more likely than women to be a “procrasti-shopper”, with 14% of men planning to shop away their boredom at the sales, compared to just 7% of women. Meanwhile, women are more likely to shop the sales because they think they’ll find a great deal, with 12% of women giving this reason compared to just 10% of men.

Why aren’t Canadians shopping the Black Friday sales?

It doesn’t take too much imagination to wonder why someone would want to buy an item for less. So why wouldn’t they?

Well, it turns out that 6% of Canadian adults think that retailers inflate prices before sales, making them want to opt out of the sales altogether.

An additional 5% say the products they want aren’t discounted, while 4% say they have never heard of Black Friday.

Which country has the most Black Friday shoppers?

Black Friday can bring to mind hoards of American bargain-hunters breaking through the front doors of stores across the country. So, it’s unsurprising the US tops the list for the number of people searching Black Friday deals in 2021.

The US has the highest search interest in Black Friday, making up roughly 21% of search volume for the shopping holiday, according to our analysis of historical search data for four key terms related to the shopping holiday in 31 countries. (See our methodology for a breakdown of our analysis.) Search interest within the US in 2021 is also up compared to 2020, jumping roughly 7%.

Germany takes silver for search interest in Black Friday, making up about 13% of the search interest in those 31 countries. And interest is way up in Germany, jumping roughly 18% year-on-year.

Taking the final spot on the podium is Brazil, which makes up around 11% of the search volume. Search interest in Brazil saw modest gains in 2021 of roughly 4%.

Chile may have only ranked 22nd in terms of search volume but saw the largest year-on-year gain in search interest (41%), whereas interest in Italy went the other way, with a precipitous drop of roughly 74%.

Want to know how your country stacks up? View the 31 countries searching for Black Friday in our map below, or use the table in the tab to see where your country ended up over the last three years:

Who are the most popular retailers in Canada?

Search volume data from Ahrefs suggests that one of the most popular places to go for Black Friday deals is Best Buy. Other popular retailers searched for include Walmart, Amazon and Costco.

What are people looking to buy on Black Friday?

In terms of specific products and brands, data suggests that people are looking to bag deals on products like the Nintendo Switch and TVs. Popular brands include Apple, Lululemon and Telus.

More guides on Finder

Go to site