Who shops the most on Black Friday?

Adults between the ages of 35 to 44 shop the most on Black Friday. Young adults ages 18 to 24 come in second, while adults ages 45 to 54 come in third. Meanwhile, 45% of online shoppers during Black Friday were millennials. What these stats show is that relatively younger populations are more likely to go after Black Friday sales.

The 35 to 44 age range, in particular, shows a group who may need the sales most. This population should have a relatively high disposable income while also being young enough in their lives that they need to buy new goods.