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Black Friday winners and losers: Apple slips as PS4 dominates

Trends data provider SEMrush has revealed the top UK consumer searches in the run up to Black Friday.


According to online search data, by far the biggest winner in the battle for Black Friday sales is Sony, with searches for “Black Friday” and “PS4” more than double that of its nearest rival, the Nintendo Switch at 37,000 and 18,000 respectively.

Microsoft’s Xbox One, meanwhile, has fallen well behind its long-time rival, slipping into third place with searches of only 17,000.

Highlights of the study include:

  1. The data predicts a major surge in interest for Black Friday in 2018, after little change in the three years since 2014

  2. The PS4 is the most-searched item for Black Friday – with twice as many searches than the Nintendo Switch and Xbox One

  3. Apple products made up almost half this year’s top ten most-searched items

  4. FIFA was the most-searched video game amongst Black Friday shoppers

  5. Searches for PS4 greater than all Apple searches put together in top ten Black Friday products list

  6. PS4 searches almost double those of nearest rival Nintendo Switch, while Microsoft Xbox comes in third

  7. Data predicts a major surge in interest for Black Friday in 2018, after little change in the three years since 2014

  8. Search hot spots in south east and north west of England with consistently high search levels across Scotland


Looking at UK Black Friday trends overall, the data predicts a major surge in interest in Black Friday sales following a lull in the three years since 2014 – the year when Black Friday first took off in Britain. The search data indicates that 2018 search levels will comfortably beat the 2.25M levels of 2014, despite these levels having been below 2M for the last three years.


“The search data ultimately acts as a useful barometer for gauging customer interest in certain products and services across different geographies, and can help advise marketing and R&D strategies, ensuring brands are well-prepared for busy times.”

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