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According to various studies, up to 10% of residents of Western countries admit to feeling discomfort on this date, smartpress writes. This is reflected in behavior: postponement of business meetings, reduction in the number of air travels, caution in financial decisions.
Different markets – different meanings
In Italy, the number 13 is historically perceived as lucky. In the sports lottery Totocalcio, the expression fare tredici means to win the main prize. At the same time, the number 17 has a negative connotation, which affects numbering in hotels and transportation.
In Spain, the wariness is not associated with Friday, but with Tuesday, the 13th(martes 13). It is important to take this into account when planning marketing activities: the symbolism of the date can be interpreted differently in different countries.
In China, the number 4 has a negative connotation, not 13. Accordingly, the Western practice of refusing the 13th floor or hotel room is not always transferable to Asian markets.
In India, the number 13 does not have a strong negative reputation and in religious tradition can be perceived as a symbol of the end of the cycle and transition.
Why has the West perpetuated the negativity?
Historical and religious stories – from the Last Supper to the arrest of members of the Templar Order on October 13, 1307 – have formed a persistent cultural code. In the US, there is even a term triskaidekaphobia (fear of the number 13).
This affects the fact that the phenomenon has both business effects and certain marketing approaches.
Some hotels and developers in the US and Europe skip the 13th floor or room. This is not a safety requirement but a response to customer expectations.
In transportation and tourism, some years have seen a decline in bookings for Friday the 13th.
That said, many brands are using the date as an engagement tool – from “anti-discounts” to themed campaigns.
In markets where the number 13 is not considered unfavorable, such fluctuations are not observed.
The conclusion from all this is simple: Friday the 13th is an example of how cultural narrative influences economic behavior. The number itself is neutral, but perceptions can shape real decisions, from postponing a transaction to changing purchasing behavior.
For multinational companies, it’s a reminder that symbolism, numbering and even calendar dates can have different meanings in different jurisdictions. Taking cultural context into account is not a matter of superstition, but an element of risk management and client strategy.
