D. Tighe
Research expert covering consumer behavior, sporting goods retail, and the global toy industry.
Black Friday in the Netherlands - Statistics & Facts
What began as an occurrence in the United States, eventually became a large shopping tradition that takes place in many countries around the world. From North America to Europe, Black Friday is the biggest sales shopping event of the year. As with many European countries, the Netherlands has also gotten used to the Black Friday sales event. So much so, that it has even become one of the leading sales events consumers in the Netherlands take part in.
But even though there were many people planning to shop during the event, a lot of individuals are not such huge fans of Black Friday. In fact, a whopping 40 percent of Dutch consumers taking part in a 2022 survey agreed with the statement that Black Friday is an outdated concept. What is more, many people in the country believed the shopping event should be abolished in the Netherlands, a sentiment that was especially common among older generations.
Are Dutch shoppers excited about Black Friday?
A considerable share of Dutch consumers take part in Black Friday each year. For 2023's holiday shopping season, about a third of consumers in the Netherlands intended to shop during Black Friday.But even though there were many people planning to shop during the event, a lot of individuals are not such huge fans of Black Friday. In fact, a whopping 40 percent of Dutch consumers taking part in a 2022 survey agreed with the statement that Black Friday is an outdated concept. What is more, many people in the country believed the shopping event should be abolished in the Netherlands, a sentiment that was especially common among older generations.
What about the consumers who do expect to participate?
In 2022, some 40 percent of consumers in the Netherlands made purchases during Black Friday, a figure that is projected to reach almost 50 percent in 2023. Of those planning to buy goods and services, nearly two-thirds expected to spend the same as last year. When asked what they intended to get themselves or buy for others, the most common answers included footwear, outer clothing, and perfumes.
