Live Black Friday Morning Search Trends: What’s Winning Right Now

It’s 9am and it’s Black Friday. Shoppers are already making moves, hunting down the best deals. This where real-time data really comes into its own.

So check out our live Black Friday data page for real-time insights.

It’s a data goldmine with up-to-the-minute trends: what’s popular, which retailer’s dominating (hint: think big rivers), and the hottest search terms.

This blog captures the 9am ET action – a snapshot of the morning rush. Unless stated otherwise, all graphics are for the 3 hours preceding that time.

Categories in the Spotlight

Key Points:

• Consumer electronics are dominating.
• Home & Garden and Hobbies & Leisure are also trending.

Black Friday isn’t just about retailers – it’s a battle of categories, and winners are already emerging as shoppers pick up gifts for others (and themselves).

Top categories at 9.30am ET. 

Here’s what’s leading:

• Computers & Consumer Electronics: Branded searches for Apple, Lego, and Nintendo are stealing the show.
• Sports & Fitness and Beauty & Personal Care: These categories are also making waves.

But dig a little deeper, and the picture gets more interesting:

• Amazon: Shoppers are diving into Home & Garden and Hobbies & Leisure, alongside the expected splurge on electronics.
• Walmart: Food & Groceries take the lead, followed by Home & Garden and Hobbies & Leisure.
• Best Buy: Unsurprisingly, it’s all about Computers & Consumer Electronics.

Ultimately, the bulk of searches focus on electronics, reinforcing that Black Friday remains a consumer electronics powerhouse.

Top Morning Keyword Trends

Key Points:

• iPad, LEGO, and Nintendo Switches dominate.
• Apparel searches highlight cozy and practical purchases.
• Home upgrades are trending in Home & Garden.

Black Friday morning shoppers are zeroing in on holiday classics and practical buys.

Top keywords for all retailers

Here’s what’s driving searches across retailers:

• Consumer Electronics: AirPods, Apple Pencils, iPads, and monitors lead the charge.
• Apparel: Cozy picks like slippers and winter essentials like gloves and boys’ pants are trending.
• Home & Garden: Living space upgrades such as office chairs, microwaves, and vacuums are popular.

This aligns with trends from 2023, where branded searches for Apple, Lego, and Nintendo saw a noticeable uptick – a trend that continues this year.

Retailers Leading the Morning Hunt

Key Points:

• Amazon commands 84% of on-site searches.
• Best Buy secures 13% of searches, excelling in electronics.

Amazon is off to a strong start, dominating with 84% of morning searches – far ahead of Best Buy, Target, and Walmart. These numbers align with patterns in the days leading up to Black Friday, showing a consistent hunt for deals.

Notably, this doesn’t include physical store activity.

Here’s how the top retailers stack up:

• Amazon: Consumer Electronics reign supreme with products like Apple Pencils, AirPods, and iPads. Shoppers flock here for competitive pricing on high-tech gadgets. For more in-depth Amazon insight go to Shopper Intelligence.
• Walmart: Shoppers focus on Home & Garden items like office chairs, pillows, and vacuums, emphasizing Walmart’s appeal as a hub for household essentials.
• Target: A mix of Consumer Electronics and Apparel trends shine, with Apple Watches and winter clothing essentials (gloves, sweaters, and slippers) leading searches.
• Best Buy: True to its reputation, Best Buy dominates in Computers & Consumer Electronics, with top searches for monitors, routers, and keyboards.

Cross-Category Observations:

1. Consumer Electronics dominate across retailers, but preferences vary: Amazon attracts portable tech (like AirPods), while Best Buy focuses on work-related electronics (like monitors).
2. Home & Garden’s strength at Walmart highlight its utility-driven positioning, while Target’s apparel success reflects its appeal to fashion-conscious shoppers.

Why Real-Time Data Is a Game-Changer

In ecommerce, timing is everything. While monthly or daily data can show trends, real-time data reigns supreme on Black Friday.

Why wait for yesterday’s outcomes when you can act on today’s?

Here’s why real-time insights are a must-have:

• Agility beats planning: Adjust campaigns, pricing, and inventory based on what’s trending now.
• Stay ahead: React to market shifts in real-time instead of catching up later.
• Seize the moment: When searches for AirPods or monitors skyrocket, act fast before the opportunity slips away.

Sales days move fast – your strategy needs to keep up. Real-time insights empower brands to make smarter, faster decisions that drive sales.

See it all unfold on our live data page and discover the power of now: Explore live Black Friday data.

by James Quilter

Senior Content Marketing Manager

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.