Which brand deals are the most in-demand this Black Friday?

New research by card payment provider Paymentsense has revealed the brands with the most in-demand Black Friday deals this year.

Ahead of Black Friday on the 26th of November, the payment experts analysed Google search data for over 1,000 of the world’s best-known companies to discover which brands consumers are searching for the most in relation to Black Friday in the UK and across the world.

These are the top 20 brands in the UK with the most in-demand Black Friday deals:

Rank Brand Industry Search Term UK monthly Search Volume
1 Argos Catalogue Retailer Argos Black Friday 27,100
2 Boots Health And Beauty Boots Black Friday 22,200
3 John Lewis Department Store John Lewis Black Friday 22,200
4 Aldi Supermarket Aldi Black Friday 18,100
5 Amazon Online Retailer Amazon Black Friday 12,100
6 Pandora Jewellery Pandora Black Friday 12,100
7 Asos Clothing Asos Black Friday 8,100
8 Next Clothing & Home Next Black Friday 8,100
9 Tesco Supermarket Tesco Black Friday 8,100
10 Nike Sportswear Nike Black Friday 6,600
11 Asda Supermarket Asda Black Friday 6,600
12 Apple Electronics Apple Black Friday 5,400
13 Sky Entertainment Sky Black Friday 5,400
14 Zara Clothing Zara Black Friday 4,400
15 Vodafone Technology Vodafone Black Friday 4,400
16 Lego Toy Lego Black Friday 3,600
17 Dyson Electronics Dyson Black Friday 3,600
18 The White Company Home The White Company Black Friday 3,600
19 Target Retailer Target Black Friday 2,900
20 The North Face Clothing The North Face Black Friday 2,900

Out of all the 1,000+ brands analysed, in the UK it was catalogue retailer Argos that has seen the largest volume of searches related to Black Friday this year. Argos is known for its competitive Black Friday deals on beauty, homewear, technology and more. This year, the company even gave their customers a week extra to shop their sales, starting on 19th November, which may have contributed to their larger monthly search volume.

Health and beauty retailer Boots, and department store John Lewis, take joint second place this year with 22,200 searches a month each. The supermarket chain Aldi closely follows with 18,100 searches a month – with savvy shoppers all looking to the infamous middle aisle to save on technology, gaming, gadgets and more.

These are the top 20 brands globally with the most in-demand Black Friday deals

The research from Paymentsense also reveals the most-searched-for brands globally this Black Friday.

Rank Brand Industry Global monthly Search Volume for the Brand Name only Global monthly Search Volume for “*Brand* Black Friday”
1 Target Retailer 45,500,000 5,000,000
2 Walmart Retailer 83,100,000 550,000
3 Best Buy Electronics 30,400,000 301,000
4 Amazon Online Retailer 414,000,000 301,000
5 Kohl’s Department store 13,600,000 135,000
6 Home Depot Home improvement 68,000,000 90,500
7 Apple Electronics 30,400,000 90,500
8 Lowe’s Home improvement 24,900,000 74,000
9 Nike Sportswear 30,400,000 74,000
10 Macy’s Department store 13,600,000 49,500
11 Ikea Home 83,100,000 49,500
12 Dyson Electronics 5,000,000 49,500
13 Game Entertainment 37,200,000 49,500
14 Zara Clothing 37,200,000 49,500
15 Zalando Clothing 30,400,000 49,500
16 Costco Wholesaler 37,200,000 40,500
17 GameStop Electronics 11,100,000 40,500
18 Sephora Beauty 11,100,000 40,500
19 Lululemon Sportswear 7,480,000 33,100
20 Adidas Sportswear 20,400,000 33,100

The same 1,000+ brands were also analysed looking at global search volumes over the world. Overall, the retail giant Target was the most-searched-for brand with a staggering 5 million searches a month for “Target Black Friday”. Every year Target offers customers huge savings on gaming, electronics, clothing and more.

With over nine times fewer searches, multinational retailer Walmart takes second place with 550,000 searches a month. Electronics retailer Best Buy rounds up the top three with a huge 301,000 searches on average this month across the world.

The Psychology behind Black Friday: Why do consumers spend more online during this time?

Head of Consumer Insight, Jon Knott, at Paymentsense commented on the reason why consumers tend to spend more online on Black Friday.

“With coronavirus restrictions affecting the way we shop, the UK saw a slight decrease in Black Friday spending in 2020, according to Statista. However, this year it is predicted a record amount will be spent on Black Friday deals across the country – with most customers purchasing through online channels.

“The infamous overnight queues of shoppers trying to secure their place in line have become less common in recent years. The move to online was always predicted to happen due to e-commerce convenience, easier price comparison, and quick delivery options. However, this transition was sped up massively to the pandemic as the demand for all these features was suddenly very apparent.

“Many companies now also expand their deals to start the week before exclusively on site, which has also encouraged people to move online. This deal also lengthens shopping momentum, which is the impulse to keep shopping after an initial purchase. E-commerce stores, especially fashion brands, have also emulated the real-in store experience by promoting add-ons with features such as ‘frequently bought with’ or ‘complete the set’. Alongside a minimum delivery spend, meaning customers are being tempted to spend more than intended.

“When paying for items physically via card or cash payments, it’s easier to keep note of how much you’ve spent. Whereas with online shopping, you can easily lose track of spending by either buying in bulk, such as multiple sizes, or purchasing items that you can ‘buy now’ but ‘pay later’.

“Additionally, office closures mean people are spending less money on amenities, such as traveling or parking. Working from home also frees up a lot of spare time – the average Londoner’s commute is 1.2 hours per day. Online shopping is then a leisure activity and form of escapism that we can use to fill up the excess of free time we find ourselves with.

“This said, long physical queues are not a thing of the past just yet, as both online and offline Black Friday deals attract many customers in the UK to shop impulsively to secure limited-time offers in fear of missing out.”