Black Friday Statistics 2019

Almost a third of Black Friday shoppers in India say they’re willing to queue overnight for a bargain.

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Planning to shop this Black Friday? You’re not alone. 56% of Indian adults plan to shop. But what do we think of the American shopping tradition and what are we planning to buy? We conducted two Google polls of 2,000 Indian respondents and analysed SEMrush and Ahrefs search data to find out.

The majority of Indians are planning to shop on Black Friday

56% of Indian adults plan to shop this Black Friday, according to survey results. If you don’t like crowds, then it might be a day to stay indoors. The majority of shoppers say they’re ready to physically hit the streets, with just over one-fifth of shoppers (22%) saying they will only shop online.

If you’re hoping to secure a bargain, prepare to start lining up early. An incredible 30% of shoppers say they’re willing to queue overnight to secure a Black Friday deal. However, not everyone is willing to put in the hard yards. 17% of shoppers say they won’t wait for more than 15 minutes and a further 13% will only wait for up to an hour.

Is Black Friday good value shopping?

A separate poll reveals that most people (58%) think that Black Friday shopping is good value. However, 10.8% who said so still don’t think it’s worth the hassle.

Not everyone thinks the discounts are worth the money spent. 1 in 10 Indians (10%) say Black Friday is not good value – around 5% think that retailers inflate prices before discounting them and the other 5% say that the products they want aren’t discounted.

People located in the Western region of India are the most likely of any region to say Black Friday shopping is good value. They’re also the most likely to know about the shopping occasion, with four in five people saying they’ve heard of it. Across the board, just under two-thirds of Indians say they’ve not heard of Black Friday.

Which country has the most Black Friday shoppers?

Black Friday is synonymous with hoards of Americans busting through the front doors of stores across the country. But as far as the Internet is concerned, the US is no longer the top spot for Black Friday shoppers.

Brazil is the country with the highest search interest in Black Friday, according to an analysis of historical search data from SEMrush. Interest in the shopping holiday peaked in November 2018, jumping 83% from the previous year, and remains at the same level as at October 2019.

The US doesn’t place silver either: That post is taken by France. France is also among the biggest climbers in terms of interest in the shopping period, with search volume jumping 306.76% between November 2017 and November 2018. Since the 2018, interest in the retail holiday has grown a further 49.5% as at October 2019.

The US doesn’t even get the bronze on its own, sharing the podium with Germany. While France and the US had the same search volume in November 2018, it’s the difference in this years’ October search volume that separates the two. The US saw its search volume grow by 22.26% from November 2018 to October 2019, versus a 49.5% growth for France over the same period.

Interestingly, this is not the first time search volume in the US has hit peak levels. Interest was last this high back in November 2013. Since then, interest in Black Friday has waned.

On the other hand, interest in Black Friday from German shoppers is at an all-time high, with search volume increasing 49.59% between November 2018 and October 2019.

While just over a third of Indians surveyed say they haven’t heard of Black Friday, search interest in the shopping occasion is growing year on year. Globally, India ranks 17th for Black Friday search interest, with search volume increasing by 22% from December 2016 to October 2019.

Want to know how India stacks up? View the top 20 countries searching for Black Friday in our map below, or use the table in the tab to see where your country ended up:

Which are the most popular retailers in the world?

It may come as no surprise that the most popular place to score a Black Friday deal is Walmart, the online retail giant by far the most commonly searched retailer across the 20 countries we analyzed. In fact, people are 43.69% more likely to search for a Black Friday deal from Walmart than with the second most common retailer.

Amazon puts up a good fight, coming in as the second most popular retailer in the world to search for a Black Friday deal, with Best Buy coming in third.

10 most commonly searched retailers for Black Friday worldwide

RankRetailerBlack Friday deals
1WalmartWalmart Black Friday deals
2AmazonAmazon Black Friday deals
3Best BuyBlack Friday and Cyber Monday tech deals
4TargetBlack Friday and Cyber Monday tech deals
5Media MarktBlack Friday and Cyber Monday tech deals
6Kohl’sKohl’s Black Friday deals
7Home Depothomeware Black Friday deals
8GameStopBlack Friday deals
9Lowe’shomeware Black Friday deals
10CostcoBlack Friday deals

Which are the most popular retailers in India

Retail giant Amazon is the most searched for Black Friday brand in India, followed by Best Buy, Walmart and Target. Six of the most popular retailers across the top 20 countries analysed also ranked in the top 10 for India. It turns out Apple, which ranks fifth, is more likely to be searched for in India. Other popular Black Friday retailers include Steam, Hostgator and Flipart.

10 most commonly searched retailers for Black Friday in India

4TargetBlack Friday and Cyber Monday tech deals

RankRetailerBlack Friday deals
1AmazonAmazon Black Friday deals
2Best BuyBlack Friday and Cyber Monday tech deals
3WalmartWalmart Black Friday deals
5AppleBlack Friday and Cyber Monday tech deals
6SteamBlack Friday sales
7HostgatorBlack Friday sales
8FlipkartFlipkart Black Friday deals9Kohl’sKohl’s Black Friday deals10GamestopBlack Friday and Cyber Monday technology deals

Most popular product categories targeted on Black Friday

With retailers like Walmart, Best Buy and Media Markt topping the list for the most popular places to score a Black Friday bargain, is it any wonder that tech and electronics is the No. 1 type of deal people are searching for?

As far as generic terms go, people are most interested in finding discounted TVs, laptops and phones. Outside of tech products, general fashion and home improvement products are also popular.

Most popular product categories in India

Tech was also a top category for India, alongside movies and streaming, books and games.

Most popular brands searched for Black Friday

Tech products topped the list in large part because people are most fervently searching for popular devices that include the Nintendo, PlayStation and Apple. In India, there is a high search interest for iPhones, PlayStation4 and MP3s.

How has interest for Black Friday changed over time?

Interest in Black Friday has steadily increased for as long as the Internet has been around. Unfortunately, data from SEMrush doesn’t go back that far. Luckily, we have Google for that.

Looking at historical Google Trends data, which goes as far back as 2004, we can see online interest in the term itself peaked in November 2018.

How does this look in India?

One of the coolest parts about Google Trends is that you can get into the weeds of a topic to break down just where people were looking for Black Friday deals. In India, historically the top three regions looking for Black Friday deals have been Karnataka, Sikkim and Goa (as of October 2019).

Which regions are most interested in Black Friday sales?

Trending up! What people are searching for on Black Friday 2019

There’s no time like the present and no one that knows the present (or past or quite possibly future for that matter) like the omnipotent Google. Below is what people are searching for right now for Black Friday 2019.

What’s the most popular search in India for Black Friday in 2019?

Want a closer look? This is what those results look like in India in 2019.

What is Black Friday?

Black Friday is one of the busiest retail holidays, falling on the Friday following Thanksgiving. This year, Black Friday is 29 November 2019.

Black Friday past, present and future

YearThanksgiving (Thursday)Black Friday
2014November 27, 2014November 28, 2014
2015November 26, 2015November 27, 2015
2016November 24, 2016November 25, 2016
2017November 23, 2017November 24, 2017
2018November 22, 2018November 23, 2018
2019November 28, 2019November 29, 2019
2020November 26, 2020November 27, 2020
2021November 25, 2021November 26, 2021
2022November 24, 2022November 25, 2022
2023November 23, 2023November 24, 2023
2024November 28, 2024November 29, 2024

How did it start? How much has it grown in popularity?

The Black Friday shopping event has its roots in Philadelphia, where police officers used it derogatorily to describe the chaotic shopping day that follows Thanksgiving, which was typically marred by crowds and shoplifters, according to History.com.

It wasn’t until the late 1980s that Black Friday found mainstream popularity as a day for the general public to find a good deal. While overall sales are up for Black Friday by and large, its popularity has dipped over the last few years, with retailers reporting drops in physical sales.

Online retailers are the big winner on Black Friday, resulting in the syphoning off a subsequent sale day for online shopping called Cyber Monday, which happens the Monday following Black Friday.

Cyber Monday past, present and future

YearBlack FridayCyber Monday
2014November 28, 2014December 1, 2014
2015November 27, 2015November 30, 2015
2016November 25, 2016November 28, 2016
2017November 24, 2017November 27, 2017
2018November 23, 2018November 26, 2018
2019November 29, 2019December 2, 2019
2020November 27, 2020November 30, 2020
2021November 26, 2021November 29, 2021
2022November 25, 2022November 28, 2022
2023November 24, 2023November 27, 2023
2024November 29, 2024December 2, 2024

What are the other big shopping days?

  • Prime Day
  • Boxing Day
  • Singles Day

Methodology

Search data
We used SEMRUSH to identify the top 20 countries and historical trends. We used AHREFs to identify the current top 1000 kws for each country in the top 20. Popular retailers, shopping categories and specific products were analysed in English. Throughout analysis assumptions were made about search intent. For example, search volume for ‘Media Markt’ was assumed to be for ‘Mediamarkt’.

Survey data
We conducted two Google surveys of 2,000 people in India in English. These surveys were not nationally representative.

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