Products Consumers Want Most from Black Friday Shopping

Pattern Data Science

November 8, 2022

Using 2021 Insights to Inform Your 2022 Black Friday Ecommerce Strategy

Black Friday is the biggest sales event of the year for many ecommerce retailers. The annual event requires a careful plan and strategy to keep the most relevant and in-demand products in front of consumers. In this analysis, we offer key insights across various product categories to help online store owners prepare. We’ll discuss:

  • Which products see the highest increased demand during Black Friday?
    • Home, garden, and tools
    • Clothing, shoes, jewelry, and watches
    • Movies, music, and games
    • Electronics
    • Computers
    • Sports and outdoors
  • Key Black Friday takeaways for ecommerce retailers to edge out competition

In the United States, the Friday following Thanksgiving (aka Black Friday) has long held the title as the “busiest shopping and traffic day of the year.” What began as a day of brick-and-mortar holiday sales in 1975 has slowly evolved to a weekend-long in-person and online mega sales event. From Black Friday through Cyber Monday, consumers flock to ecommerce retailers in search of the best deal.

But which products see the highest increase in demand during the sales event? We provide the answers in the analysis below to help online retailers get a leg up on their competition this sales season.

Products With the Highest Demand Increase During Black Friday

We observed how Black Friday influences consumer demand within each category to help ecommerce retailers plan their marketing campaigns more effectively:

Home, Garden & Tools: Dish Cloths, Coffee Makers, Home Décor & Woodworking Tools

Dish cloths and dish towels experience the highest increase in demand within the bed, bath, and kitchen category during Black Friday. In fact, demand for dish cloths and dish towels surges by 34% above the annual average in November 2021 ahead of Black Friday. Pots and pans, and bedding duvet covers and sets also saw increased demand ahead of Black Friday 2021 with 30% and 24% increases, respectively.

Coffee makers and stick vacuums and electric brooms had the sharpest increase in demand during Black Friday. Each saw a 26% increase in demand over the annual average in November 2021.

Within the décor and furniture category, the biggest increase in demand occurs for home décor products and accents. Home décor accents experienced a 46% increase in demand during November 2021 while home décor products saw a 35% increase during the same period.

Woodworking tools had the strongest increase in demand for the home improvement category during November. In fact, demand rose to 35% above the annual average during November for woodworking tools. Likewise, hand tools saw a strong increase in demand ahead of Black Friday at 29%.

Clothing, Shoes, Jewelry & Watches: Hiking Clothes

Hiking experienced the highest increase in demand ahead of Black Friday 2021 at 108% above the annual average.

It’s important to note, however, that demand for all clothing types skyrockets during this time. Exercise apparel and cycling clothing were not far behind at 102% and 98% increased demand during the same period.

Movies, Music & Games: Sports Fan Video Games

Sports fan video games saw the highest increase in demand ahead of Black Friday within the gaming category. Demand for sports video games increased to 84% above the annual average in November 2021.

With more people searching for sports games during the sale, it’s important for video game retailers to plan ahead by stocking up on these types of games to satisfy Black Friday demand.

Electronics

The electronics category revealed some surprising discrepancies between what consumers generally prefer and what happens to be most popular during Black Friday. For instance, digital cameras might be the most popular among U.S. consumers, but in terms of demand during Black Friday, they don’t make the top three. In fact, demand for point-and-shoot, film, and instant-film cameras is at the highest it is all year during the month of November.

While U.S. shoppers might be searching for home cinema products the most, demand for these items actually falls 13% below the annual average ahead of Black Friday. Instead, QLED TVs, LED/LCD TVs, and OLED TVs lead the way in increased demand during November at 92%, 66%, and 54%, respectively.

In terms of gaming consoles, Nintendo Switch and Xbox consoles see the highest increase in demand ahead of the annual sales event. Xbox Series X & S consoles saw a 71% increase in demand above the annual average in November 2021. During this same period, demand for Nintendo Switch consoles was up 67%.

When it comes to miscellaneous electronics, there is one clear winner for increased consumer demand during Black Friday. Kids electronics saw the biggest surge in demand during November at 77% above the annual average.

Computers

Consistent with general search trends, demand for laptops in general were at their highest during the month of November. Traditional laptops saw the highest increase, however, at 35% above the annual average.

When shopping for accessories during the Black Friday sales event, consumer search data shows an increase in demand for laptop screen protectors and PC virtual reality headsets. Laptop screen protectors saw a 118% increase in demand during November 2021 compared to the annual average. PC virtual reality headsets experienced a 67% increase in demand over the annual average during the same period.

Sports & Outdoors

Within the sports and outdoors category, our analysis showed a 33% increase in demand for exercise and fitness equipment during November 2021. Activity and fitness trackers saw similar increased demand during this period at 28% above the annual average.

Key Takeaways for Ecommerce Retailers This Black Friday

As Black Friday approaches, ecommerce retailers need to prepare by coordinating their marketing, inventory, shipping, and customer service departments accordingly. Using the insights gained from this analysis, online shops will need to adjust their plans depending on their specific product offerings and industry:

  • Home Goods: Home décor and accents are in the highest demand in general among U.S. shoppers. Specifically, dish towels see the sharpest increase in demand ahead of Black Friday, so it’s a good idea to stock up on these items ahead of the annual sale. For home appliances, be sure to have plenty of coffee makers in stock as these are some of the most in-demand products during the month of November. Those seeking gifts for DIY hobbyists and handymen will also be searching for woodworking and hand tools during Black Friday. Take advantage of this increased demand by offering the types of products consumers will be searching for the most.

  • Clothing: Hiking clothes are some of the most popular clothing items among U.S. shoppers. Demand for all types of clothes surge during the Black Friday season, but this year’s focus should definitely be on outdoor activewear for ecommerce clothing retailers.

  • Video Games: When planning out video game inventory ahead of Black Friday, retailers will want to include plenty of sports games as these are in the highest demand during this time. Since PlayStation 5, Xbox Series X/S, and Nintendo Switch games are the most popular, it’s a good idea to stock up on sports games for these consoles first.

  • Electronics: With rising popularity around film-based cameras and increased demand for these types of cameras during Black Friday, electronics retailers may need to rethink their inventory and marketing strategies. Additionally, kids electronics are increasingly popular around the holiday season, so electronics retailers should have plenty of options for consumers within this category.

  • Computers: Laptops are by far the most popular type of computer to offer U.S. consumers. During Black Friday, there is increased demand for screen protectors and PC virtual reality headsets in particular. For this reason, these products should be a main focus for online computer shops.

  • Sports & Outdoors: Finally, exercise and fitness equipment is most popular among U.S. consumers. The month leading up to Black Friday is when demand for these products is at its highest. Shops should prepare by offering competitive sales and stocking up on both exercise equipment and activity monitors.

Want to take advantage of insights like these to inform your ecommerce strategy? Contact Pattern to request a demo and start preparing your online shop for Black Friday.

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Important Holidays to Prepare for on Marketplaces in China
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Important Holidays to Prepare for on Marketplaces in China

Brands selling their product throughout the Asia-Pacific region may wonder how to keep up with the fast market and make plans for next year. The good news is that in China, and the surrounding areas, there are many ecommerce holidays year-round for brands to prepare for and increase their sales. As brands plan for 2023, here are some important holidays brands should prepare for in China:

Q1 (January-March)

  1. Chinese New Year: (usually late Jan.–mid-Feb.) Spring Festival—also known as Chinese New Year—is a week-long holiday that is quickly becoming an incredible growing opportunity for brands.

  2. Valentine’s Day: (Feb. 14) Despite being an inherently Western holiday, Valentine’s Day on 14th February is another major event that has been wholeheartedly adopted in China, especially among younger demographics. 

  3. International Women’s Day: (Mar. 8) The global holiday, which is celebrated annually, is not only focused on women in particular, but in China also the sale of items related to the needs of women. 

Q2 (April-June)

  1. 520 Festival: (May 20) The Chinese pronunciation for the numbers “5-2-0” sounds similar to “I love you”, hence “520 Festival”. May 20th gives Chinese lovers another chance to showcase their affection to one another through gift giving–China’s version of Valentine’s Day.

  2. 6/18 - founding anniversary of JD.com: (Jun. 18) This is the founding anniversary of JD.com, one of the most prominent ecommerce companies in China. The event,  colloquially known as 618, is celebrated annually for 18 days leading up to June 18th. 

Q3 (July-September)

  1. Qixi Festival: (7th day of 7th month of Chinese Lunar Calendar, Aug. 22 in 2023) Qixi Festival signals the annual meeting of the cowherd and weaver girl in Chinese mythology, creating China’s Valentine’s Day and a huge retail event.

  2. Mid-autumn festival: (Sept. 29) Also known as the Moon or Mooncake Festival, this traditional festival is celebrated in many Asian countries. The mid-autumn festival is a very popular time to give gifts to friends and relatives. 

Q4 (October-December)

  1. Golden Week: (1st week in Oct.) This week-long public holiday in China is not necessarily an ecommerce holiday, but everyone takes work off for the week and it could have a direct impact on your ecommerce business. Being aware of public closures in the Asia-Pacific regions will help you plan ahead in inventory levels and necessary communication.

  2. Singles’ Day: (Nov. 11) Singles’ Day, or Double 11 festival, is the biggest 24-hour online shopping festival in the world and originated in China. Singles’ Day is a type of “anti-Valentine’s day”, originally created for those with a single relationship status, due to the symbolism of the number 1 (11/11). The shopping event has broken sales figure records each year since its birth and is often likened to Black Friday in the US.

  3. Double 12: (Dec. 12) Double 12, or Couples’ Day, is another massively popular shopping event in China that was originally established for smaller businesses that might have missed out on the benefits of Singles Day. 

How to Prepare For These Ecommerce Holidays in 2023

Now that you’re aware of the ecommerce holidays in 2023 that could benefit your brand, it’s important you prepare well and can use them to your brand’s best advantage. Here are four things to keep in mind when preparing:

1. Make sure you have a good trade partner. 

All brands expanding to or selling in China on any marketplace need a trade partner they can trust. A good trade partner should have experience, transparency, a data-driven mindset, brand obsession, and the right tools and resources to help you succeed.  

2. Stay ahead of the logistics. 

A good trade partner will help your brand understand various regional consumer demands and give you marketplace-specific logistics to help you to stay in stock. Every marketplace demands various amounts of stock, mostly depending on the consumer demand in that region, but also the upcoming holidays celebrated in those regions.

3. Prepare your customer-service teams for the holidays.

If you are planning to participate and sell your products during the holidays mentioned above, it’s important your customer-service teams are aware and know how to handle the influx of consumers during those times. 

 4. Be aware of local and regional holidays that may affect your business.

Knowing which holidays can directly affect and improve your business is key to selling across marketplaces in the Asia-Pacific region. Although not all holidays may be obviously relevant to your brand, it’s worth looking into and elevating an opportunity for increased sales.

Accelerate on Chinese Marketplaces with Pattern

The opportunity for your brand to increase traffic and conversion during holidays in China is exponential.  As the world’s foremost ecommerce accelerator, Pattern can handle your end-to-end strategy to grow your brand both domestically and internationally. 

Pattern is an option to be your brand's trading partner since we know local languages, customs, and cultural nuances to clearly communicate your brand as we plan, strategize, and execute your products’ success in China. We make your success our business, dedicating expert teams, years of experience, and proprietary technology to find the best ways to take your products to consumers throughout the world.

Discover how you can grow your brand internationally. Contact us

One Amazon Live Event Wins Owlet the Best Seller Rank in Two Categories
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One Amazon Live Event Wins Owlet the Best Seller Rank in Two Categories

Owlet is dedicated to providing innovative baby monitor products that can track a baby's vital signs, giving parents peace of mind. With such a compelling product solution, Owlet wanted to raise brand and product awareness.  

Working with Pattern as its 3P partner on Amazon, Pattern decided to host an Amazon Live event to feature Owlet products in use. That way, Owlet could demonstrate the efficacy of their baby monitoring products dispelling any consumer doubt, skepticism, and addressing all questions.

Download the one-page case study here.

Amazon Live Kicks Off Owlet Sale Event

Pattern produced and executed an Amazon Live to kick off a sale with Owlet. Pattern’s creative team set up a studio at our global headquarters complete with a baby crib, Owlet products, and two charismatic hosts who acted as brand advocates. After the event, Pattern's digital marketing experts measured the impact to overall sales.

Read more about Owlet's Amazon Live event.

During and After Amazon Live, Owlet Sales Spike

During the event, Owlet traffic, defined by Amazon page views and sessions, spiked. The event’s attention to product detail, compelling video, and host engagement improved conversions too. Owlet's sales increased by over 10% during the week of their Amazon Live event and sale. 

But the success didn’t stop there–the event improved Owlet's Best Seller Ranking as well.  Their sock monitor went up ~70% and their camera by ~69% during that week. 

Owlet Traffic, Conversion, and Rank Skyrocket 

  • Owlet sales, page views, and sessions all spiked during the Amazon Live event.

  • Owlet increased sales by approximately 9-16% throughout the whole week of the Live event and sale.

  • Owlet’s Best Seller Ranking Jumped:

    • Sock monitor improved by 70% during the week of their Amazon Live event and sale.

    • Camera improved by 69% during the week of their Amazon Live event and sale.

Pattern’s Amazon Expertise 

As the world’s top ecommerce accelerator and Amazon 3P partner, Pattern knows how to take advantage of the various advertising channels on Amazon and other marketplaces to build your brand.  Pattern’s strategy is grounded in data-driven trends and consumer shopper behavior on Amazon, which is applied to our ecommerce equation.

How can we increase traffic and conversion to your brand? Contact us today.

“Partnering with Pattern has expanded our ability to capitalize on sales-driving opportunities that we wouldn't be able to tackle on our own. ”

– Jared Anderson, Owlet VP of Sales


Catch a behind the scenes moment from the Amazon Live Event:

5 Crucial Considerations When Building Your Global Marketplace Strategy
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5 Crucial Considerations When Building Your Global Marketplace Strategy

As a brand creates revenue and gains momentum on domestic marketplaces, executives may start to wonder if they should grow their brand internationally. Expanding to international marketplaces is complicated, can be overwhelming, but building a solid strategy before expanding internationally will streamline the process. 

At Pattern, we’ve helped countless brands build their international strategy with our proprietary data, global marketplace experience, and local expertise in established and emerging regions. 

Building an international strategy must be calculated and methodical, and here are five considerations at the core of going global: 

1. Distribution by Country/Region

First, it should be no surprise that the methods and strategies companies use to transport products from the distribution centers to customers can vary by country or region. Handling order fulfillments may look different from shipping and packaging options, to delivery and transportation. Although the basic steps of global distribution may remain the same, the nuances of regional distribution may vary. 

If your brand already has a high-level distribution strategy in place in the areas you are currently selling, then it’s possible to modify and use it to go global.  

2. Consumer Demand

Before expanding to a specific country, marketplace, or entire region (across multiple marketplaces), it’s important you thoroughly research and understand the consumer demand for your product. Do you have data to show that your expansion market(s) has a need for your product? 

Beyond product-market fit, additional parts of consumer demand analysis include: consumer behavior, awareness of differences in cultural norms, and the beliefs and values of international buyers. Having access to data-driven insights and analysis on traffic and conversion, like Pattern’s reporting, is key to understand consumer demand in certain regions. 

3. Product Registration and Regulatory

Countries around the world set up regulations and processes to protect their consumers from any hazardous imports. Because of that, it only makes sense that these countries may have different product registration requirements and standards. Before expanding to new regions, a brand should make sure their products are registered with the appropriate government institutions and follow all production best practices to prevent any roadblocks.

At Pattern, our regional experts have the resources to manage marketplace setup and understand administrative requirements necessary to help scale global growth for your brand. 

4. Localized Pricing

When it comes to localized pricing, international ecommerce retailers should keep in mind two things–currency conversion and customer perception of price. As brands look to expand internationally, thorough research should be done to understand the currency conversions at each stage of the product life cycle in order to figure out the optimal localized pricing, while still retaining a net profit.

Remember, because of cultural differences, final pricing may be perceived differently by customers on international marketplaces. For example, in the western countries, it’s common for prices to end in a 9, but in other countries, it may be best to use a round number instead. High market saturation of certain products may also affect consumers’ perception of pricing, making them more likely to pay a higher price for the product than in a low-saturation market. 

5. Localized Labeling

Different countries and regions may have unique requirements for product labeling. Awareness and understanding of these requirements is key to a successful international strategy. For example, labeling may need to be in a certain language, and some countries may require brands to include certain product information. 

Your domestic team may not be equipped to handle all translations and regulatory conversations, so having the resources in place before attempting to expand globally will help prepare you for expansion. As a global ecommerce partner, Pattern has a team of regional experts and end-to-end resources to ease the pain of complying with local product labeling requirements.   

Build a Successful International Marketplace Strategy With Pattern

Moving into global markets requires a significant amount of research and planning–that usually starts with these 5 considerations. Having a solid strategy in place before your brand starts expanding to international marketplaces will make the overall process much smoother, easier to manage, and with a higher likelihood for success.. 

Going global can be intimidating, costly, and overwhelming to grow revenue, but with Pattern as your 3P trade partner, you’ll have the experience, resources, and data to successfully expand your business internationally. Our global expertise and footprint makes international growth on marketplaces frictionless and profitable. 

Is your brand considering global marketplaces? Contact us


Want to learn more about how Pattern helps brands go global? Watch this message from our co-founder and CEO, Dave Wright.