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Black Friday Statistics 2019

Sweden ranks 10th for Black Friday search interest

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 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.

Sweden ranks equal 10th overall for Black Friday search interest. Search volume has increased more than 120% from December 2016 to October 2019.

Want to know how Sweden stacks up? View the top 20 countries searching for Black Friday in our map below, or use the table in the tab to find out:

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

3Best Buy
5Media Markt
7Home Depot

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 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.

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 Sweden?

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 Sweden, historically the top three regions looking for Black Friday deals have been Halland County, Södermanland County and Kronoberg County (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 Sweden for Black Friday in 2019?

Want a closer look? This is what those results look like in Sweden 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

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


Search data
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’.

For media inquiries:

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Susannah Binsted
Public Relations Manager

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Madeleine Gracie
Communications and Campaign Specialist

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