Black Friday shopping statistics 2021

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 1,003 Singaporean adults reveals 16% plan to shop end-of-year sale events because they’re bored. So, why else are Singaporeans 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?

Singaporean adults are planning to shop up a storm at end-of-year shopping events like Black Friday Sales this year. In fact 37% of Singaporean adults, or an estimated 1.9 million people, plan to make a purchase at the sales.

Women are slightly more likely than men to partake in the shopping event, with 38% of women saying they plan to make a purchase compared to 37% of men.

In terms of age, older Singaporeans are more likely to partake in the sales, with 41% of those aged 65 and above saying they’ll be making a purchase. Meanwhile just 33% of those aged 35–44 say the same.

Why are Singaporean adults shopping the sales?

We all have our reasons for shopping the big sale events, but it turns out that the most popular reason of all is simply to stave off boredom, with 16% of adults planning to shop the sales for this reason. Meanwhile, 14% are shopping because they think the sales provide great value, while the remaining 7% are shopping but for no specific reason.

Men are more likely than women to be a “procrasti-shopper”, with 18% of men planning to shop away their boredom at the sales, compared to 15% of women. Meanwhile, women are more likely to shop because they think they’ll find a great deal, with 15% of women giving this reason compared to 12% of men.

Why aren’t Singaporean adults shopping the Black Friday sales?

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

Well, it turns out that a small minority of Singaporean adults (6%) think 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 6% say they’ve never heard of Black Friday sales.

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%.

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:

• Top countries searching for Black Friday - map
• Top countries searching for Black Friday table 2019-2021

• Methodology

  Finder surveyed a convenience sample of 1,003 Singaporean adults via Google surveys on 5–30 October 2021. Google applied weighting to the survey results to be representatively proportionate to the general Internet population. The details of Google’s survey methodology can be found here.

  For the search data, Finder has been collecting search data for most of the 31 countries since 2019 from multiple sources, including SEMRush, Ahrefs and Google. To get the overall ranking, Finder used a combination of the term “Black Friday,” in conjunction with ancillary searches that included either year (i.e. 2020 or 2021) and the local equivalent search for “Black Friday deals.”

  For the list of retailers, Finder looked at the top 1,000 search results as per Ahrefs to get a list of retailers, products and brands which were dominant in the results. Because of the large volume, various iterations of spelling mistakes and the limited scope (i.e. top 1,000 search results), we chose to present the results in no particular order.