Who Are Black Friday Shoppers?

Posted on November 21, 2012


Are Black Friday shoppers typically older people?  Are they younger?  At which stores do they shop?  ZIPCodeMaps.com looks at the different demographic segments of Black Friday shoppers. 


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Black Friday has been the most popular shopping day of the year going back to the 1960’s and 70’s.  Book keepers see “Black Friday” as the time of the year when a business goes from being “in the red” to being “in the black.”  This year, you can expect to see all sorts of shoppers out during Black Friday.


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Black Friday appeals most to the younger crowd, 18-29 year-olds.  According to a Maritz Poll, 53% of people surveyed in this age group were planning on doing some Black Friday shopping.  When you move up to the next age group, 30-42, the percentage goes down, but not by much.  46% of this group (Generation X) said they would shop on Black Friday.  Looking at the older age groups, Baby Boomers and the Silent Generation, they will most likely pass on Black Friday.  36% and 10%, respectively, said they would be out shopping this Friday.


“It’s good news for retailers that [the younger generation] hasn’t lost its penchant for Black Friday,” said Tom Krause, director of strategic consulting for Maritz Research Retail Group. “This generation is known for their impulse spending and taste for fashion, so they are a great target for retailers this holiday season.”


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Spending patterns have shifted among different demographic groups as well.  81% of women will do pre-shopping research (compared with 67% of men), and 69% of women will focus on giving practical gifts rather than non-essential gifts (compared with 54% of men).



Knowing who is likely to buy from your business is a necessary part of devising your holiday marketing strategy.  You need to know which demographic groups drive your sales, and to do that, you need the most accurate demographic data.  Analyzing demographics at the ZIP Code or Carrier Route level will help you find the best neighborhoods to target.


For the most accurate demographic data for anywhere in the US, contact ZIPCodeMaps.com.  We can help you find new customers and new opportunities