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NOVEMBER 2024Perspective across US, Canada, Australia, Germany, France, Spain, UK, Poland, SwitzerlandBlack Friday Consumer Study 2024:What to Expect1Copyright © 2023 by Boston Consulting Group. All rights reserved.Black Friday Consumer Study 2024: Scope10k consumers between the ages of 18 and 75 9 countries across Europe, North America, and AustralasiaConsumer sentiment around four holiday shopping events in 2024:•November 11 – Singles' Day•November 29 – Black Friday•December 2 – Cyber Monday•December 26 – Boxing day (surveyed only for Canada) 12Copyright © 2023 by Boston Consulting Group. All rights reserved.We surveyed 10,153 consumers across nine marketsSource: BCG Black Friday ConsumerStudy, October 2024 (unweighted, N = 10,153 across the US, Canada, Australia, Germany, France, Spain, the UK, Poland, and Switzerland). Note: Results weighted across age, income within each country, and population for global values. Because of rounding, not all column totals add up to 100%.Gen Z(18–2