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Black Friday is Bigger With Young Europeans than Americans

Americans may have invented Black Friday shopping, but it’s taken on more popularity with young consumers in Western Europe…

Written and Edited by the YPulse Editorial Team

Nov 19 2024
North America, Western Europe

KEY TAKEAWAYS

Young Europeans are more likely to shop on Black Friday than their North American peers
But Cyber Monday is more popular in North America than it is in Europe
In both regions, the vast majority of young consumers would appreciate earlier deals from brands

Once uniquely confined to America, Black Friday is now a global shopping event estimated to reach $10B in North America, and €7B in Europe this year. And data from YPulse’s Holiday Shopping Plans report shows that, surprisingly, young people in Europe are more likely than their North American peers to shop on Black Friday—even though they have no Thanksgiving break preceding it. But brands need to understand that while the majority of young consumers in both regions plan to spend money for Black Friday or Cyber Monday, there are differences in which they choose and why. Brands have likely already...