Men did not think about it - BLACK FRIDAY


On average 15 % of people aged 18–65 said they used offer of advantageous good in Black Friday action. Young people did it more often as well as people with higher degree of education and women.

Based on survey MindBridge Consulting focused on Black Friday effect.

Have you used the Black Friday event to buy things that were offered for advantageous pri­ce?


  • **Women are slightly ahead **

Overall, 12 % men and 17 % women used the advantage of Black Friday offer. In addition, there was a higher intensity of usage among women, as 11 % of women bought more than one thing in the action, compared with 4% for men only.
Multiple purchases (more than one thing) are distributed equally by age. However, among younger respondents, there is a higher percentage of those who bought just one thing during the Black Friday. With the growing age of the respondent, there is also a growing proportion of those who ignored action and did not even think of or did not know about the opportunity of advantageous BF sales. More than 2/5 of the youngest ignore Black Friday, while among the oldest respondents aged 55–65 it was 60 %. There is a similar difference between men and women in this point. Women ignored Black Friday in 43 % – at least according their declaration, while 58 % of the men did not think about Black Friday as good opportunity to buy anything.

  • **Bigger cities and higher education **

The BF offer was used by people with higher intensity (purchasing two or more items within BF) more often in larger settlements. If there were 11 % of the population in settlements with 2 to 5 thousand inhabitants who bought more than one piece of advantageous good, then it was 19 % in large cities with over 100 thousand inhabitants. This dependence is confirmed linearly in cities of sizes between these two size categories. The exception was represented by the smallest settlements with a population of less than 2 thousand inhabitants. The behavior there was similar to the middle cities inhabitants.
Respondents with the lowest level of education bought at least one thing less often (11%) than those with A-level exam (19%) or University degree (21%).

The Black Friday research was held November 27–28, 2017 in a representative sample of the population aged 18–65, from the point of view of gender, age, region, n=600

Ladislav Klika
MindBridge Consulting a.s.
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