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Black Friday campaigns should not be assumed to perform the same way everywhere. Shopping-event sales activity, competing local holidays, and the channels people use for purchase inspiration vary by market. The available evidence can guide localization, but it does not show that any particular ad or creative failed in a specific country.
What the evidence says about Black Friday across markets
NielsenIQ’s analysis of technology and durable-goods sales from 2022 through 2024 found substantial regional differences in event-related sales activity. Its Holiday Shopping Index (HSI) rose 11.7% overall across that period, but the aggregate change is not a measure of advertising effectiveness. NIQ places Latin America, Western Europe, and Middle East & Africa among the strongest regions for Black Friday engagement, while reporting mixed or consistently lower engagement in parts of Asia. NielsenIQ’s 2025 analysis
For the regions with figures reported in the analysis, Black Friday week had a higher HSI than Christmas week:
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Fix the driver behind crashes, sound loss and screen glitchesFind Drivers →Clear out junk files and repair common Windows errorsFree Scan →| Region | Black Friday week HSI | Christmas week HSI | Reported difference |
|---|---|---|---|
| Latin America | 195 | 104 | 87.5% higher |
| Western Europe | 189 | 116 | 62.9% higher |
| Middle East & Africa | 152 | 102 | 49% higher |
These are NIQ’s index values for technology and durable-goods sales, not sales totals or advertising metrics. HSI compares event-related sales activity with the expected level for that week without the shopping event; it does not isolate the effect of an ad, offer, or creative choice. The figures show that event timing and sales patterns differ, not why they differ or whether one campaign caused the result. NIQ explains the index and category scope
Local shopping calendars can change the competition
Black Friday is not the only major shopping moment in every market. NIQ notes that Singles’ Day and Diwali compete with Black Friday in several Asian markets. A campaign planned around a calendar that matters in one country may therefore arrive amid a different set of promotions and shopping priorities elsewhere. Localize timing and offer context rather than treating Black Friday as a universal anchor. NIQ’s regional findings
Where shoppers seek purchase inspiration also varies
Sales activity does not tell a marketer which channels people use to discover products. Boston Consulting Group’s October 2024 Black Friday Consumer Study surveyed 10,153 respondents across nine markets. For its question about channels people would use to “get inspired for a purchase decision” at Black Friday, Cyber Monday, or Singles’ Day, BCG reports 7,384 respondents who said they would definitely or probably shop those events. Its results show market-level differences in online and offline inspiration channels. BCG’s Shopping journeys and channel dynamics report
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Those responses reflect what shoppers said they would use, not observed channel attribution, conversions, or the incremental effect of an ad. They can help shape questions for local campaign planning, but they do not prove that a particular channel will outperform another for a given brand or category.
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A multi-country study accepted in 2018 examined attitudes toward sales-promotion techniques in eight Asian markets. Its 4,125 respondents took part in mall-intercept and mail surveys. The study’s abstract reports that country, education, and income significantly influence attitudes toward promotions. It is not specific to Black Friday and does not test advertising creative, so it is best treated as support for segmenting research by market and audience rather than as a prediction of campaign performance. Consumer attitude towards sales promotion techniques: a multi-country study
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How to use these findings when adapting a campaign
- Map the local calendar. Check which shopping events and competing promotions are relevant in each target market, including Singles’ Day or Diwali where applicable.
- Separate sales patterns from ad performance. Use event-week sales indices as context for timing and category activity, not as proof that an ad generated lift.
- Ask about local inspiration channels. Use market-specific consumer research to understand where intended shoppers expect to discover products, and distinguish stated intentions from observed behavior.
- Define the audience and category. Consider relevant audience characteristics such as education and income, and keep the evidence’s category and market scope in view.
- Test the campaign locally. Treat differences in calendars, channels, and promotion attitudes as hypotheses to validate with comparable market-level campaign measures; the cited studies do not identify a winning creative.
The sources cover different questions and populations: NIQ tracks technology and durable-goods sales activity, BCG surveys inspiration channels in nine markets, and the academic study examines promotion attitudes in eight Asian markets. They are useful together as planning context, but they are not interchangeable measures of advertising effectiveness.
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