Black Friday is predicted to top $10 billion in ecommerce sales this year - a 39% increase from from 2019*. In lieu of the physical shelf, manufacturers have to shift their focus onto optimising the digital shelf and ensure their products are prominently visible to shoppers at this peak time.
Indeed, search performance is the most important way to drive traffic and sales online. This weekend especially, manufacturers should focus on optimising returns for key shopper terms and aim to finish inthe top 10 of search rankings. as many shoppers will not scroll past this point. This is especially key, as most shoppers don’t scroll past the first 10 search results for any given term; the impact of jumping from 20th to 10th in search is an incredible 21% jump in traffic.
In this analysis, Edge by Ascential will be looking at the most popular search terms in several high-performing categories 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, just ahead of TCL. It had the greatest share on Best Buy and most importantly Amazon, however, it only had a 10% share on Target where TCL secured a 50% share, including three of the top four results.
In Laptops, HP dominated search results with a 60% share on Best Buy and Target. Acer, HP and Microsoft each had a 30% share of the results on Amazon but Microsoft was best positioned as it had the top three results.
Sony just beat out Apple and Beats By Dre to the greatest share for “Headphones”. It had a 30% share on Amazon, Best Buy and Target but had no products return on Walmart, where Apple and Beats By Dre both garnered a 30% share.