Black Friday in the Netherlands - Statistics & Facts

Are Dutch shoppers excited about Black Friday?

For 2021’s holiday shopping season, approximately one in five consumers in the Netherlands intended to shop during Black Friday. Specifically, however, younger shoppers were more inclined to partake in the shopping craze than older consumers: while more than 40 percent of Dutch consumers between the ages of 18 and 24 planned to participate, the same could only be said for about 10 percent of surveyed shoppers older than 64. Although there is a considerable share of people planning to shop during the event, the majority does not have much of an interest in it, with some stating that they believe retailers increase the price of their products ahead of the sales event.

What do consumers expect in terms of deals?

Many potential customers are aware of the fact that products and services are not exclusively discounted on the Friday after Thanksgiving. In the Netherlands, about 20 percent of shoppers expected to find the best deals on Black Friday itself, however, nearly 45 percent expected the best discounts to be found during that entire week. Overall, the majority of Black Friday shoppers believed the average discount to be anywhere between 11 and 40 percent, with roughly a third predicting an average price drop of 21 to 30 percent, specifically.

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