Black Friday and Cyber Monday remain two of the most defining moments in the retail calendar. What began as a 24-hour shopping spree has evolved into a global season of spending that stretches across weeks.

To help media buyers navigate this crucial period, YouGov and Ogury partnered to uncover how consumers across the US, UK, and Germany plan to shop this year, and make these insights immediately actionable within programmatic environments.

What People Buy: Clothing Still Reigns, But Tech Drives the Basket

Across all three markets, consumer priorities are strikingly consistent:

• United States: 61% of shoppers plan to buy clothing, followed by tech and gifts (both 56%).
  
• United Kingdom: Tech products take the lead (52%), with clothing (47%), and gifts (46%) close behind.
  
• Germany: Tech stands out even more (61%), ahead of clothing (50%), and gifts (44%).

While preferences differ slightly by country, the takeaway is clear: fashion and technology remain the pillars of Black Friday and Cyber Monday spending, with gifting emerging as a universal third category.

For media buyers, these findings underline that this shopping period is no longer driven by impulse. Consumers plan, research, and compare before buying. Reaching them means aligning creative messaging with intent and timing, particularly in high-interest verticals like consumer electronics and apparel.

Who Shops: Younger, Urban, and Female Consumers Lead the Charge

Across all three markets, younger demographics dominate the Black Friday and Cyber Monday audience. Gen Z and Millennials consistently over-index, while older groups remain more passive observers.

• United States: Gen Z and Millennials are significantly more likely to shop, particularly in the Northeast (57% vs. 39% in the West).
  
• United Kingdom: 52% of Gen Z and 48% of Millennials intend to buy, with women slightly more engaged (38% vs. 34%).
  
• Germany: The same trend holds with 52% of Gen Z and Millennials planning to participate, compared to only 32% of Gen X and Boomers.

City dwellers also overperform across all three regions.

Taken together, these insights show that Black Friday and Cyber Monday have become a young, connected, and urban phenomenon. For programmatic buyers, this reinforces the importance of reaching those audiences where they are most active – e.g., on mobile devices – and through video formats that capture attention.

How They Spend: Deals Still Dominate, but Value Has Evolved

When it comes to spending, consumers display a strong appetite for mid- to high-range purchases, a sign that Black Friday and Cyber Monday still represent a moment of controlled indulgence, even amid inflationary pressures.

• United States: 40% of shoppers spent more than $250 last year.
  
• United Kingdom: 21% exceeded £250.
  
• Germany: 32% went above €250.

Across all markets, discounts and deals remain the top purchase driver. However, “value” no longer means finding the lowest price. German and British consumers, in particular, define it through durability and brand trust, rather than cheapness. This opens the door for premium advertisers to position themselves as “smart investments” rather than “temporary bargains.”

For media strategists, the implication is straightforward: creative messaging now matters as much as the discount. Campaigns that communicate lasting benefits, exclusivity, or quality – especially in tech and fashion – will resonate most.

From Insights to Action: Closing the Activation Gap

Having the right insights is one thing. Turning them into effective campaigns is another.

That’s where the Ogury x YouGov partnership comes into play, bridging the long-standing gap between strategic planning and audience activation.

YouGov delivers unmatched granularity through its consent-based, declared data, while Ogury transforms these audience definitions into scalable, privacy-first segments ready for direct activation.

This collaboration enables media buyers to move seamlessly from market intelligence to measurable outcomes by combining the precision of YouGov data with the reach of Ogury’s personas.

>> Five Exclusive Black Friday and Cyber Monday Personas Ready for DSP Activation

To make this bridge tangible, Ogury has translated YouGov’s proprietary insights into five exclusive Black Friday and Cyber Monday personas, ready to activate with a single click in your DSP of choice: 

• Tech-Focused Value Seekers: Active researchers of major brands and devices, with strong purchase intent.
  
• Toys & Games Buyers: Predominantly female, motivated by holiday gifting and family-oriented deals.
  
• Clothing Buyers: Fashion-conscious, finance-savvy, and responsive to savings and limited offers.
  
• Physically Active Shoppers: Fitness and sportswear enthusiasts, evenly distributed by gender, skewing 35–44.
  
• High Spenders: Premium consumers focused on high-end fashion and accessories, ready to invest in quality.

Through this partnership, Ogury and YouGov empower media buyers to act on what consumers really do. By combining deep consumer knowledge with immediate programmatic action, this collaboration gives brands a smarter way to win Black Friday and Cyber Monday.

Click on a flag below to access the full deck with country-specific insights and ready-to-activate audiences: