Which retailers were winning online during Black Friday in 2016?

In the UK, it seems that the search intensity around Black Friday shopping queries was on par with 2015 with little growth in searches. This was however not as high as in 2014, which was the first year it caught on from the US.

Source: Google Trends

It’s clear that this year searches began earlier, with savvy consumers beginning searching from the start of November, but particularly from Friday 18th. There was some confusion about the date given that some major retailers began offering Black Friday discounts on this date, one week before actual the actual date. Shoppers included retailer names alongside ‘Black Friday’ in their searches to find the best offers. So, who were the winning retailers in terms of highest searches relating to the event in 2016?

Top 10 retailers searched on Google during November 2015 and 2016


  1. Amazon
  2. Argos
  3. Tesco
  4. Currys
  5. Asda
  6. Apple
  7. Game
  8. Boots
  9. eBay
  10. Debenhams


  1. Argos
  2. Amazon
  3. Currys
  4. Tesco
  5. Asda
  6. Boots
  7. Apple
  8. Debenhams
  9. eBay
  10. Game

Source: Google Trends

Interestingly, searches relating to ‘Asda Black Friday’ were on par with last year however the retailer made a statement that the retailer would not be joining in with the Black Friday event. Despite this Asda did offer some savings during the period including an affordable 4k TV under £399.

As expected, the top 10 retailers searched during November this year were the same as last year, however there were a few changes in position; Argos received the most related searches during the period and Currys, Boots and Debenhams have seen increased searches too.

Looking at Google Shopping trends over the last month, Currys is the sure fire winning retailer in terms of searches, as the no. 1 retailer based on searches. As well as this, Google identified Currys as a related topic to Black Friday, with +750% search interest compared with October 2016.

Google Shopping search interest grew 19% year-on-year, whereas traditional searches fell. This shows how consumers in 2016 have adapted from using Google Web Search to Google Shopping when looking for retailers offering Black Friday discounts.

black friday google shoppnig

Source: Google Trends

What does this mean for 2017?

This early data suggests that Google Shopping will be crucial for Black Friday in 2017; this is where the growth is coming from in terms of searches.

Services: Google Shopping



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