The Black Friday weekend is upon us, and it brings with it a giant 53% increase in ecommerce sales compared to last year*. In lieu of the physical shelf this year, manufacturers must be putting all their focus on optimising for the digital shelf, and must ensure their products are prominently visible to shoppers at this peak time.
Most shoppers will be visiting retailers knowing what type of products they are looking to purchase. Therefore, it is imperative that brands return for commonly used search terms, as this is where most traffic will be. They should be aiming to return in the top 10 as many shoppers will not scroll past this point. The reward for this is evident, as the impact of moving from 20th to 10th position can be as much as a 21% increase in traffic.
In this analysis, Edge by Ascential will be looking at the most popular search terms in each category across various retailers to see which brands are set to catch shoppers’ eye first, maximising their potential sales.
Winners (Greatest average share)
“Television” - Samsung
“Laptop” - HP
“Headphones” - Sony
Consumer Electronics are the most prominently promoted products on Black Friday, with Televisions, in particular, being associated with the day. Samsung won the biggest share across the retailers analysed, with the greatest share on Ao, Argos and John Lewis. None of its products returned in the top 10 on the Amazon website where RGTech had the top 3 sponsored spots, with the remaining spots going to lower-cost models from LG, TCL, and RGA.
In Laptops, HP were best positioned with a 60% share of the Currys top ten results, and the joint highest share on Amazon and John Lewis. It was only on Argos where it suffered, with Acer achieving a 50% share.
Sony had the greatest average share for “Headphones”, with the greatest share on Ao and Argos and the joint-highest on John Lewis. Amazon had several smaller brands such as Mpow and Vankyo in the top ten, but Avantree had the top three positions.