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Black Friday Purchasing for the Nordics - Consumer Data Trends

Written by Ben Culpin, Posted on November 12, 2019
(Last Updated: July 22, 2020)

We've all seen the statistics that Black Friday sales globally are increasing year-on-year, but what do the statistics look like for Denmark and the rest of the Nordics? 

When are your customers going to make a purchase in the days and hours around this e-commerce season?

Black Friday is now just a couple of weeks away and, if you're an e-commerce retailer or digital marketer, the chances are that you've already started preparing for the giant
e-commerce day.

Each and every online store will be able to gain a share of the spoils that Black Friday offers - providing they are properly prepared in time!

In this article we are using data from over 1000 webshops in the Nordics (courtesy of Clearhaus). From millions of rows of data we've pulled out the most interesting stats for the entire Black Friday week for online stores in industries for:

  • Clothing đź‘—
  • Accessories đź’Ť
  • Sporting Goods âš˝

We'll find out how sales and buying behavior differ between industries, and provide some key take-away messages for retailers and digital marketers. 


The Clothing/Fashion Industry



Nordic Clothing Industry webshop data for transactions from 16th-29th November 2019. 

On an average day, most people do their online shopping around 19:00, but for last year's Black Friday (23rd November) we can see that the overall number of transactions (plus the overall value) begins to dramatically increase at around 18.00, reaching its peak at around 2100.

From 21 - 23 there are 1000+ transactions per hour, a boost in purchases which doesn't decrease until after midnight on the Saturday.

  • Perhaps the most surprising element of the clothing industry data are the two surges in traffic that occurs in the early morning and afternoon/evening of the previous day (Thursday 22nd). This most likely correlates with pre- and post- work ecommerce browsing.

    It's clear here that the "FOMO" (Fear of Missing Out) is playing a role in the buyer behaviors of the Nordics - with shoppers not risking postponing their chance at large savings, and turning instead to ecommerce purchases the day before the traditional Black Friday date. 

  • We also see an above-average level of online purchasing continuing through the weekend and, most interestingly, surging on Sunday evening and early Monday morning when many online store's offers were drawing to an end. 

Huge potential for big sales in clothing industry in the Nordics

As will become clear in this article, not all industries are born equal when it comes to Black Friday.

As the Clearhaus data showed us last year, fashion shops were the big winner - with a 791% more sold on Black Friday itself when compared to the average day.

So how to get a piece of this action?

  1. Ensure your promotional campaigns are in place for the Thursday (28th November 2019).

  2. Run entirely different offers for the following weekend (Saturday 30th November - Sunday 1st December) to ensure interest remains and you attract follow-up purchases from existing customers.

  3. Ensure frequent updates of your feeds to meet the busy purchase demands on clothing stores at this time. 


The Accessories/Jewelry Industry



Nordic Accessories Industry webshop data for transactions from 16th-29th November 2019. 

Unlike the data for the fashion industry above, we see nothing like the same increase in traffic and purchases for the Thursday preceding Black Friday. 

  • From 23.00 until 01.00 from the 22nd to the 23rd last year we do see a sudden surge in purchasing in the Nordics (trebling the average number of purchases per hour for this industry).

    This uptick is most likely based on the onset of promotions at midnight and the FOMO for online shoppers.

  • Similar to the fashion industry, there is a steady increase in purchases throughout Black Friday itself, reaching a zenith between 23.00 and midnight. Surprisingly, there is little impact on the proceeding weekend - pointing to a Friday-centric focus for this industry.


Key take-aways for accessories/jewelry retailers


Although not as significant as the clothing industry, there is great potential to attract 4-5 times the average number of purchasers during Black Friday

  1. Ensure your promotional campaigns are in place for uptick in traffic that began last year on Thursday evening (28th November 2019).

  2. As the purchase peak reaches 5 times the hourly average for this industry, ensure frequent updates of your feeds across all your sales and marketing channels to meet the busy demands.
  3. Make sure that your product images are eye-catching and engaging for your audience to encourage purchasing through FOMO on offers.




Nordic Sports Industry webshop data for transactions from 16th-29th November 2019. 

  • We see the start of this season on the graph above for sporting industry goods, where Thursday 22nd from 19.00 - midnight saw an increase in the number of purchases from online retailers.

  • Popularity grows exponentially from the early morning of Black Friday throughout the day, reaching a peak between 22.00-23.00 - where the number of 2018 purchases from Nordic retailers reached 5x the industry hourly average. 

Key take-aways for sports industry retailers

  1. Ensure your promotional campaigns are in place for the morning of Thursday (28th November 2019).

  2. As with the clothing/fashion industry, consider running different offers for the following weekend (Saturday 30th November - Sunday 1st December) to meet the potential increase in traffic that we see remained until the following Monday last year. 

  3. And of course, to avoid misinformation being included - make sure you are frequently updating your feeds across all your sales channels. 




Regardless of the ecommerce industry, we are seeing a Nordic-wide trend of Black Friday expanding to become the starting point for a widening Christmas Shopping season.

To make the most of your opportunities during this potentially lucrative time, consider:

  • Running relevant promotions which you frequently update.
  • Optimizing your product listings for individual sales channels
  • Adding extra factors to product images to draw audience attention


If you want any advice on how to get your Black Friday promotions to the right audiences at the right time, across all your sales channel, please don't hesitate in reaching out to us.

When the potential for increased sales is growing, we're here to listen to your needs and goals and tailor our approach to how we can help you gain optimal results: 

Get free evaluation


Check out our E-commerce Guide to Selling in the Nordics.

A handbook aimed at exploring more buyer behaviors and sales and marketing channels to help retailers reach the right audiences.




All industry data courtesy of Clearhaus