There was a wave of pre-Black Friday night-time surfers, with most search queries (60%) for Black Friday sales actually occurring between 10pm-12am on Thursday 22nd November, according to new research.
Ecommerce search and discovery firm EmpathyBroker reveals shoppers began bargain hunting in bed on the Thursday night before Black Friday.
Key findings:
- (60%) for Black Friday sales actually occurring between 10pm-12am on Thursday 22nd November
- 60% increase globally on queries compared to 2017, with a 41% increase in the UK alone
- Queries on Black Friday day were 337% higher compared to the average shopping day
- The most popular search term in the UK was ‘dress’, followed by ‘coat’, ‘jumper’, ‘faux fur’, ‘boots’, ‘jeans’ and ‘scarf’
The appetite for Black Friday dramatically rose again this year as data collected and analysed from one of the world’s largest fashion retailers showed a 60% increase globally on queries compared to 2017, with a 41% increase in the UK alone.
The results also revealed that queries on Black Friday day were 337% higher compared to the average shopping day. Searches for the UK were also up 24% on the Summer Sales period, which saw record highs for the UK eCommerce industry.
Looking more closely at what shoppers were searching for on Black Friday this year, the most popular search term in the UK was ‘dress’, followed by ‘coat’, ‘jumper’, ‘faux fur’, ‘boots’, ‘jeans’ and ‘scarf’.
What’s more, queries by reference number – SKU (Stock Keeping Unit) – represented 7% of total queries, with fashion influencers now actively displaying reference numbers for products they are endorsing and many shoppers knowing exactly what they’re searching for at the moment the sales opens. However, in other industry sectors, total SKU searches were lower at just 2%.
