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Black Friday is a crucial day for businesses across the nation, but for many e-retailers it can be hard to stand out from the noise and connect with their audience. That is much easier to do however, if you go where all the shoppers already are.

A new study funded by Pinterest suggests the popular social media site is the best place to reach holiday shoppers, with more Black Friday users than any other site.

According to the statistics from marketing researcher CivicScience, Pinterest users shop more on Black Friday than the average online user. Not only that, but they spend much more time on the site planning their purchases than the average online user. Pinterest users spend four times more on toys and games, three times more on housewares, clothing and accessories, and 2.2 times more on electronics and media.

Additionally, Pinners are 50 percent more likely to spend the most on Black Friday at specialty stores and local businesses, meaning the site is especially beneficial for small businesses.

Along with the findings from the CivicScience study, Pinterest released some other holiday shopping statistics in their recent blog post. They say Pinners have increased their Black Friday and Cyber Monday-related activity. Pins related to the big shopping days have risen 140 percent in the past year. Two million of Pinterest’s 100 million active users have already Pinned about Black Friday and Cyber Monday, and the company cites 17.7 million gift Pins posted to the network.

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