Black Friday is gaining ground as a global shopping event, according to a survey by One Hour Translation performed the week preceding Black Friday 2017. The survey, conducted among 3,400 participants from eight developed countries, has revealed that Black Friday enjoys a double-digit popularity percentage in six countries outside the United States.
While the survey was restricted to online shopping events, the results may signal general interest in Black Friday, including in-store sales.
Google Consumer Surveys polled respondents from the United States, Canada, the U.K., France, Germany, Spain, Australia, and Japan. The study analyzed responses from 1,000 U.S. participants, 600 from the U.K., and 300 in each of the remaining participating countries.
In the United States, 14.5% of respondents said they were waiting for Black Friday, which took place Nov. 24 this year. Black Friday is particularly popular in Canada (about 26%), Spain (about 22%), France (about 21%), the U.K. and Germany (about 19% each), and to a lesser extent in Australia and Japan (about 10% in each country). On average among the countries sampled in the survey, 17% of respondents were looking forward to Black Friday, making Black Friday a significant shopping event outside the U.S.
About 8% were looking forward to Cyber Monday, and about 3% were looking forward to Singles Day—the Nov. 11 Chinese holiday celebrating single people.
Singles Day, which involves both online and offline shopping, was highly anticipated among 7.5% of respondents in Japan, as opposed to approximately 6% in Spain and France, 4% in Canada, 3% in Germany, 2% in Britain and Australia, and only 1.4% in the United States.
Despite the fact that the survey was conducted online and was naturally geared towards online consumers, about two thirds of respondents (68%) on average among the eight countries said that they were not looking forward to any online shopping events. About 4% of the 3,400 respondents said they were looking forward to shopping events other than those examined in the survey.