Time to set the alarm clocks for 4am – Black Friday is almost here! Holiday shoppers are already researching the Black Friday promotions with searches around Black Friday up 31% and the share of visits to Black Friday websites up 18% last week over the week before Thanksgiving and Black Friday last year. The top 5 websites captured 81% of all visits to the custom category of Black Friday websites and traffic to Black-Friday.net and BlackFriday.info represented 46% of the total category.


More women than men are visiting the Black Friday websites with visits split 59% female and 41% male and tend to be younger with 59% of visitors under the age of 35. The audience also skews somewhat less affluent, with the highest share of visitors coming from the $30-$59.9k income bracket. Additionally, 65% of the visitors have a VantageScore of 800 or below, suggesting that coupled with lower incomes; alternative payment options such as layaway may help attract these Black Friday shoppers.