Searches for Black Friday and related phrases were up 31% last week compared with the week before Thanksgiving last year, web tracking firm Experian Hitwise reported today.

59% of those searching for terms related to Black Friday, an increasingly common term for the Friday after Thanksgiving, were women, and 59% were under 35. The 25-34 age group represented the largest single group of searchers, at 37.57%, followed by those 18-24 at 21.08%.

Additionally, 65% of searchers have VantageScores of 800 or below, suggesting they are less affluent. VantageScore is a credit scoring system developed by the three major consumer rating systems. The top score is 990.

Among retail sites, Target.com received the most traffic from Black Friday searches. Walmart.com captured the most traffic among e-retail sites from Black Friday sites such as Black-Friday.net and BlackFriday.info, Experian Hitwise says.