Black Friday 2021: Search Trends & Predictions Report

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September 17, 2021
Sofia Yahyaoui

Yes, we're predicting the future.

We analysed three years worth of search data and hundreds of keywords to create our Black Friday predictor tool, a proprietary piece of tech that forecasts brand demand to reveal the most formidable competitors of the season.

Search demand is the best way to understand brand health and potential popularity online. It doesn’t matter whether you’re a market leader with 200,000 searches a month or a growing brand with 20, 000 - demand is key to growth and can directly impact share of search, overall performance and revenue.

For our latest report, we analysed brands across tech & goods, fashion, beauty and department stores to predict those likely to see the most significant growth on Black Friday and Cyber Monday, and those set to decline.

Read the report for insights on names like Amazon, Argos, Asos, Missguided, New Look, Zara, Superdrug, Apple, Selfridges and many, many more.

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Prediction highlights

  • More than half of the 126 fashion brands analysed will see growth
  • Out of 60 beauty brands, only five are set to increase brand demand
  • A massive 18 out of 20 tech & goods brands will decline
  • Almost all department stores will see increased brand demand this Black Friday
  • See the predictions for market leaders like Amazon and Argos

Why brand demand matters

Brand demand refers to the number of times people search for your brand online. Instead of Googling ‘black jeans’, for example, a user might Google ‘black jeans New Look’ instead, indicating demand for a specific brand.

This demand directly impacts share of search, and it tells us everything we need to know about the health of a brand and how it is likely to perform during highly competitive events like Black Friday and Cyber Monday.

Insights backed by data

We built our forecast model by analysing the performance of thousands of keywords over three years, across 250+ tech & goods, fashion, beauty and department store brands. The period measured is 1 Nov - 5 Dec for the last three years.

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