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Black Friday shopping statistics 2021

27% of Irish adults, or an estimated 1 million people, will shop the Black Friday sales this year.

We all love a good deal but it turns out that’s not the only reason people are shopping sale events like Black Friday. Finder’s survey of 1,201 Irish adults reveals 1 in 10 will shop end-of-year sales like Black Friday Deals because they’re bored. So why else are Irish adults turning to the sales? And equally – why are those choosing not to shop making that choice? Let’s unpack the stats.

Who is most likely to shop?

Irish adults are planning to shop up a storm at the end-of-year sales this year. In fact 27% of Irish adults, or an estimated 1 million people, plan to make a purchase at the sales.

Women are slightly more likely than men to partake in the shopping event, with 28% of women saying they plan to make a purchase compared to 26% of men.

In terms of age, 34- to 44-year-olds are the most likely to partake in the event, with 34% of people in this age group saying they’re shopping the sales. At the other end of the spectrum, just 23% of those aged 65 and above say the same.

Why are Irish adults shopping the sales?

We all have our reasons for shopping the big sales events, but it turns out that the most popular reason of all is simply to stave off boredom, with 11% of Irish adults planning to shop the sales for this reason. Meanwhile, 9% of adults are shopping because they think they’re getting a good deal and 8% are shopping but couldn’t give a specific reason why.

Men are more likely than women to be a “procrasti-shopper”, with 12% of men planning to shop away their boredom at the sales, compared to just 10% of women. Meanwhile, women are more likely to shop because they think they’ll find a great deal, with 10% of women giving this reason compared to just 8% of men.

Why aren’t Irish adults 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 10% of Irish adults think that retailers inflate prices before sales, making them want to opt out of the sales altogether.

An additional 4% say the products they want aren’t discounted, while 7% 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 Ireland?

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

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 laptops and iPads. Popular brands include Apple, Nike and Dyson.

Image: Getty

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