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Black Friday shopping plans among consumers in Sweden 2019, by product category

One of two Swedish online shoppers planned on buying home electronics on Black Friday in 2019. The second most popular product category to purchase was fashion items, such as clothing and footwear, followed by books and media. The product category which ranked last, according to the survey conducted that year among Swedes, was car, boat and motorcycle accessories. One year before, in 2018, roughly one thousand Swedes were asked whether they were planning to buysomething on Black Friday. 22 percent had planned to buy an item they had been in need of, and 13 percent wanted to get Christmas gifts. Roughly one third of the respondents were not interested in Black Friday shopping.

 The evolution of Black Friday in the United States

   Fewer and fewer Americans wanted to do most of their shopping on Black Friday over the past years. Nearly 60 percent of consumers in the United States planned to go shopping on Black Friday in 2015. In contrast, the percentage stagnated to 35 percent in 2017 and then slightly increased, amounting to 36 percent as of 2019.

 Wish list

   Consumer electronics were on top of Americans’ wish list for Black Friday shopping in 2018, regardless of gender. However, 36 percent of men wished to get electronics, whereas the corresponding share of women equaled 24 percent. The second most desired items were games, toys and dolls.

Which items do you think you will purchase online this Black Friday?

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Release date

November 2019



Survey time period

Q3 2019

Number of respondents

7,391 respondents

Age group

18-79 years old

Special properties

Respondents who are planning to purchase items online during Black Friday

Method of interview

Online panel

Supplementary notes

This question was phrased by the source as follows: "Vad planerar du att handla under Black Friday den 29 november?"

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