Major challenges in the global supply chain have cast a long and worrying shadow over this year’s Black Friday. Retailers and global consumer brands, including AO World, toys chain The Entertainer and Moët Hennessy are just some of the companies who have publicly warned that they expect shortages in products in the run up to Christmas.
Many retail operators have been urging shoppers to buy their Christmas presents much earlier than usual to prevent disappointment from delivery delays and potential out-of-stock issues. So, the reality is that for many people this Black Friday feels like it already started a month ago if not earlier.
Despite all that, it would be a brave person to bet against this Black Friday (26 November 2021) and the days after culminating on Cyber Monday, being another record-breaking year for sales. Armed with lockdown savings and excited by the prospect of a “free” festive season, analysts believe shopper demand will be high and brands will be fighting it out to be the most visible online to lock in the seasonal pound.
So, who is winning this battle? Being top of key search terms on a digital retail platform pays dividends as almost two-thirds of clicks (64%) occur on the top three products.
At 8 am this Black Friday, 26 November 2021, Edge by Ascential analysed search results of the most popular search terms from Black Friday 2020 to see which brands are set to win the 2021 mega shopping event.
Winners (Greatest average weighted share of search* on Amazon, Argos and Currys)
TV (Terms - “TV”, “Smart TV”, “4K TV”) - Sony
Sony was the best performer in the TV category across all search terms analyzed. It had 100% of the top 3 on Amazon and Currys for all three search terms. JVC also performed well with 4th and 5th positions on Amazon and Currys for “Smart TV” and 4th on Currys for “TV”.
Search results on Argos differed significantly. Sony had no presence in the top 10 for “TV”, while it did for “Smart TV” and “4K TV”, none of its products featured in the top 3. There was no clear best-performing brand on Argos as LG had 60% of the top 10 for “TV” but only one in the top 3, Samsung had the top two positions. Toshiba also held the top 2 results for “4K TV”