Black Friday: Amazon Reigns, But Value Players Are Rising (Fast)

One finding from our live coverage of Black Friday: Amazon ruled – but it’s not the real story.

Sure, Amazon received four times the traffic of second-place Walmart. But beyond Amazon, it’s all about value.

Affordability is no longer just another strategy. It’s the expectation.

Shoppers flocked to budget-friendly destinations on Black Friday, including platforms like DHgate and AliExpress. Value-driven outlets like Temu and ShopGoodwill also saw a surge. In the infographic below, we show how this played out with retail giants in the US.

Interested in other markets? We’ve also gathered data for the UK and France. If you’re looking for more on the US market, you’ll want our report Black Friday 2024: Consumer Intent vs. Purchase Behavior. 

Infographic: big box retailers in the US

What this means…

Amazon may be untouchable for now, but the rise of platforms like Temu and DHgate shows there may be space for newcomers.

Here’s what’s changing: New players are grabbing attention in a big way. Temu has cracked the top 10 alongside household names like Target, Costco, and Kohl’s.

Meanwhile, fast-growing platforms like World Market and Ollie’s tapped into consumers’ growing hunger for deals and niche finds. For brands, this should be a wake-up call.

Whether you’re a retail giant or an up-and-comer, understanding what’s driving this behavior is critical for staying relevant.

Spoiler: it’s not just about slashing prices, but offering unique value shoppers can’t resist.

What real-time data tells us about shifting consumer habits

Our Black Friday Live page provided real time insight into how the day progressed. It provided hourly updates on the most searched keywords.

Comparing keyword trends at both ends of the day tells an intriguing story.

At 8am ET, shoppers zeroed in on “Lego” and “AirPods” — staples for holiday wish lists — alongside tech must-haves like “iPad” and “laptop.”

“Pokemon cards” also sneaks into the rankings. Here, it makes an early splash before fading later in the day.

As time ticks by, the focus sharpens.

Shoppers move from broad interests to last-minute deal-chasing. By the final three hours, keywords like “SSD” and “headphones” take center stage, reflecting a flurry of bargain hunting.

But through it all, “Lego” and “AirPods” remain the day’s unshakable stars, proving their evergreen appeal.

The takeaway?

Black Friday is less about random clicks and more about strategy — from early bird shoppers grabbing the season’s must-haves to night owls swooping in for those deal-of-the-day steals.

There’s more early-morning Black Friday insight here. 

Why real time data is a game-changer for ecommerce

One other finding? Timing is everything in ecommerce, especially on Black Friday. While past data shows trends, real-time insights let you act immediately.

• Adapt Instantly: Update marketing campaigns, pricing, and inventory to match what’s trending now
• Stay Competitive: Respond to shifts in real-time, not after the fact
• Seize Opportunities: Act fast when demand for specific products surges

For example, one of the hit products this Black Friday was Apple AirPods. How could you adjust your selling strategy to capitalize on the trend?

Sales move fast – your strategy should, too. Real-time data empowers smarter, faster decisions.

Interested in using real-time data like in our Black Friday live page? Get in touch and we’ll show you how!

by James Quilter

Team Manager, Content Marketing

James is an former journalist & content strategist in B2B tech, who has previously created content for companies like EDF and X (Twitter). He also has a journalism post-grad from LCC.