Black Friday statistics 2021

Australians will spend $3.8 billion on sale days during November, including Black Friday and Cyber Monday.

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How many Australians will be shopping on Black Friday 2021?

Finder's recent survey of 1,015 Australians reveals that 35% – equivalent to 6.8 million Australians – plan on shopping this Black Friday and Cyber Monday.

The research shows Aussies will spend $3.8 billion in November on a variety of products including clothes, beauty, gadgets and travel.

Young Aussies are the most keen to get spending. More than half of gen Z (62%) plan to shop Black Friday Deals and Cyber Monday sales, followed by 48% of millennials.

How much are we spending?

The average shopper is set to fork out $394 this sales season on big sales events like Black Friday. Interestingly, men ($452) will be spending more than women ($335).

Baby boomers will be the most responsible with their money, spending an average of $290. Gen X on the other hand will be letting loose, shelling out $457 each at the shops.

What are we spending on?

Clothes and shoes are the most popular shopping item, with 42% of Aussies planning to upgrade their wardrobe.

This is followed by food and alcohol, where 33% are planning to splurge.

Spending is on the up

Finder analysis of ABS data shows that the average retail spend per person has increased by 43% between 2008 and 2021 – including a 13% year-on-year jump in 2020.

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. 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 Australia stacks up? View the 31 countries searching for Black Friday in our map below.

How has interest in Black Friday changed over time?

Until 2019, interest in Black Friday had steadily increased for as long as the Internet has been around. The COVID-19 pandemic disrupted this trend, and global search volume for Black Friday fell 36% in 2020.

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 retail giant is by far the most commonly searched retailer globally according to Statista. In fact, web searches for Black Friday deals from Walmart are 19% higher than those from 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.

Most popular products

With retailers like Walmart and Amazon topping the list for the most popular places to score a Black Friday bargain, is it any wonder tech products topped web searches for Black Friday deals in 2020?

As far as generic terms go, people are most interested in finding discounted laptops, TVs or smart TVs and microwaves according to SEMrush data.

The top 3 most searched-for devices included Nintendo Switch, Playstation and Apple AirPods.

What is Black Friday?

Black Friday is one of the busiest retail holidays, falling on the Friday following Thanksgiving. This year, Black Friday is 26 November 2021.

Black Friday past, present and future

YearThanksgiving (Thursday)Black Friday
201624 November 201625 November 2016
201723 November 201724 November 2017
201822 November 201823 November 2018
201928 November 201929 November 2019
202026 November 202027 November 2020
202125 November 202126 November 2021
202224 November 202225 November 2022
202323 November 202324 November 2023
202428 November 202429 November 2024
202527 November 202528 November 2025
202626 November 202627 November 2026

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 winners on Black Friday, resulting in the syphoning off of 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
201625 November 201628 November 2016
201724 November 201727 November 2017
201823 November 201826 November 2018
201929 November 20192 December 2019
202027 November 202030 November 2020
202126 November 202129 November 2021
202225 November 202228 November 2022
202324 November 202327 November 2023
202429 November 20242 December 2024
202528 November 20251 December 2025
202627 November 202630 November 2026

What are the other big shopping days?

  1. Finder Consumer Sentiment Tracker, September 2021 (n=1,015)

  2. ABS, Retail Trade Australia, August 2021
  3. Ahrefs
  4. Google Trends
  5. Statista
  6. SEMrush

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