Consumer familiarity with Black Friday in the Netherlands 2019-2021

In 2020 and 2021, an average of four in five Dutch consumers indicated they knew what Black Friday was. This is a significant increase compared to 2019. Black Friday is a phenomenon from the United States that involves extreme deals and discounts on the day after Thanksgiving, i.e., the fourth Friday in November. Traditionally, that day marks the beginning of the country's Christmas shopping season and in recent years the tradition became more popular in the Netherlands, as well as other European countries.