Tom Holgate – Senior Digital Exec

I’m pretty certain that most people will know what Black Friday is or will have at least heard of it. But, do you know where it comes from?

There are plenty of theories behind the origins of this controversial day of shopping, but the one that seems to stick the most comes from 1950s Philadelphia. The state police first coined the term to describe the chaotic day after Thanksgiving, when hoards of shoppers and tourists flooded into the city before a popular Army-Navy American football game. Not what you expected? Me neither.

Since the 1950s, Black Friday has more commonly been related to when retailers move their profits from “red to black”.

Regardless of Black Friday’s history, the tradition is now firmly known as one of the biggest shopping occasions of the year, and an opportunity for consumers to take advantage of retailers’ price drops in time for Christmas.

You’re probably not surprised to hear that a lot of Black Friday spending has now moved online, “Black Friday” online search interest (as measured by Google) increased by 6.5% compared to 2018.

So, what are the benefits of spending habits moving online? Well, other than convenience, it means we can research using our digital wizardry what the most shopped items are. Want to find out what’s hiding under the tree this year? Buckle up for some Christmas spoilers!

Disclaimer: Pace Communications Ltd will not be held responsible for any ruined Christmas mornings

Products with the largest search increase during Black Friday 2019

‘Mulberry Black Friday’ (+550%)

In first place we have Mulberry with a modest 20% off on selected bags and accessories; a real treat for those bag and accessory fans. I don’t know who’s buying that much Mulberry, but maybe, just maybe, you made it onto their shopping list.

Dyson hair dryer (+500%)

In second, one for those dry hair fans, we have the Dyson Supersonic Hairdryer. A super quiet piece of tech that’s guaranteed to blow you away.

Call of Duty Modern Warfare (+400%)

In third place, Call of Duty Modern Warfare. Activision’s latest release that will be sure to keep those gaming fans glued to the TV this Christmas. Me? I’ll be watching the Gavin and Stacey Christmas special.

Doc Martens (+250%)

This is Dr Martens’ world and we’re all just living in it. That’s why the brand, manufacturer of boots guaranteed to keep your feet warm and dry this Christmas, came in fourth place. Let’s hope the shoe fits.

Le Creuset (+250%)

In fifth place we have Le Creuset, a swanky cookware brand, which had a whopping 50% off deal this Black Friday. To be honest, I’m pretty gutted I missed out.

Northface (+170%)

There seems to be a bit of a theme appearing in this year’s searches. Warm coats, warm boots, warm… air?

Finally, in sixth place comes The North Face, which provided up to 25% off its clothing range over the full weekend.

The products listed are the ones that experienced the largest search increase over Black Friday. Most likely as a result of people either waiting for the offers to come in before they buy or being unable to resist the sweet deals appearing in their inboxes. We can’t be sure which, but we know you can expect some brilliant presents under the tree this year.

I was surprised to see that, compared to last year, the list is much less technology-focused. In 2018, the top three spots were taken by AirPods, Sonos, and the Nintendo Switch. Perhaps spending habits have changed – or Mulberry, Dyson, and Call of Duty simply had irresistible deals and savvy marketing.

I hope I haven’t spoiled your surprises too much. I think it’s safe to say there will be some very happy people this Christmas!

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