Decoding the 2022 Black Friday Record Sales with Actowiz Solutions Data Extraction Services

Who: Brands and Retailers Having the Highest Presence

Black Friday sales in 2022 were obsessed with consumers taking the biggest and finest deals to get the maximum of their already overextended wallets. Many shoppers have chosen flexible payment schemes, and BPNL (Buy Now Pay Later) payments have increased by 78%, related to one week before Thanksgiving. Unexpectedly, Amazon was the most successful retailer during the Black Friday sale last year but came fourth this year, according to Captify, a search intelligence company.

With thin wallets pending significant economic slowdown, discount rates have significantly influenced consumers spending. As per Captify, Walmart was the maximum searched retailer for Black Friday deals, trailed by Target, Kohls, and Amazon respectively. Although Amazon has got its biggest Thanksgiving sale in 2022 with self-governing retailers selling by Amazon with the total sale of $1 billion! Mobile shopping covered 55% of the digital sale, 8.5% more than last year.

According to Adobe, Electronics was the leading sales driver, with 221% higher sales than in October, with smart home products and audio equipment playing a significant role with higher sales of 271% and 230%, respectively. Toys (standard purchases were Roblox, Bluey, Fortnite, Disney Encanto, and Funko Pop) and exercise equipment have registered a considerable increase of 285% and 218%, respectively.

Other best-selling items include gaming consoles (PlayStation 5, Xbox Series X devices, games like NBA 2k23, FIFA 23, Violet, and Pokemon Scarlet), drones, Dyson products, and Apple MacBooks (Airwrap & vacuum). Amazons most common items were Apple Airpods, Echo Dot smart speakers, Nintendo Switches, and Fire TV sticks.

What: Best-Selling Product Categories

During Black Friday 2022, the most in-demand product categories were electronics, home appliances (robot vacuum cleaners), toys, exercise equipment. Many retailers like Amazon, Target, Kohls, Walmart, Home Depot, and BestBuy provided profitable pre-Black Friday discounts to activate early sale kick-offs.

Amazon provided early discounts of 50% on Echo smart speakers, Target provided a 30% discount on Dyson vacuum cleaners, Walmart provided a 25-35% discount on Apple watches and iPads, and Kohls provided a 51% discount on iRobot Roomba.

Amazons ten best-selling products include Fire TV sticks, Echo Dot speakers, Echo Show, Nintendo Switches, Apple AirPods, Burts Bees Lotions, New Balance sneakers, and Champion Apparel.

The general product categories include fashion, home, toys, Amazon devices, and beauty health. Consumers have seriously supported smaller businesses, spending $1 billion in sales and having best sellers from smaller companies comprised of card board games.

Concisely correlating the offered discounts with the top-selling product categories, one could notice that deals have mainly influenced Black Friday sales in 2022. Popular categories had deeper discounts, reflecting consumers drift to wait and grasp the finest deals.

How: Digital Shelf Analytics – Main Performance Indicators

We have observed an abstract of Black Friday Sale 2022 statistics – top- selling products, sales recorded, retailers, and product categories. With Actowiz Solutions e-commerce data extraction services, we observe and study variations of digital shelf KPIs in retailers before Thanksgiving and Thanksgiving to know how these factors influence sales.

Discount rates, availability scores, and sharing of search data get analyzed for the best retailers in the US for main product categories. Data is observed and studied for two periods – before Thanksgiving (Nov 10 to Nov 21) and throughout Thanksgiving (Nov 21 to Nov 25).

Methodology

Tracked Retailers: Amazon, Sephora, Target, Best Buy, Walmart, Ulta

Tracked Product Categories: Electronics, Beauty, Furniture, Home Improvement

Tracked Digital Shelf KPIs: Availability, Share of Search, Discount rates

Location: USA

Amazon has maintained good accessibility across all the product categories – with the highest-ranking category - Beauty

Prominent Insights

Amazon has maintained overall good accessibility – a development of 3% over the Prime day sale.

Beauty had the maximum 95% accessibility with nothing, and Lotion & Brushes reported 97% and 95% availability. The shampoo has reported the lowermost accessibility of 92%.

Electronics, the key sales driver, had availability of > 90% in all sub-categories, excluding Television, which had lower accessibility (70%).

Furniture has improved its accessibility during the Black Friday sale by 4%, whereas Home Improvement has reported an availability decrease of 4% during the Black Friday Sale.

Home Improvement had minimum availability of 87%, dishwashers with 68%, and washers & dryers with 78%, the lowermost availability.

Tables & chairs have registered 99% accessibility under Furniture

Unlike Home Improvement and Furniture, most categories preserved similar accessibility scores before and during the Black Friday sale.

The data shows that Amazon has ensured higher accessibility of utility products consumers purchase even during a slower economy. Other retailers have shown similar availability trends, with scores identical to and throughout the event.

Discount-Powered Sales – Best Buy provides Maximum Discounts

Highlights

Best Buy offered the maximum early Black Friday discount (30%), followed by an extra 9% discount near Black Friday. Walmart came next with early discounts of 21% and an additional 4.5% discount during this occasion. Amazon came third with early discounts of 17% and an extra 5% discount during the Black Friday Sale. Discount rates were strongly correlated with online searches, as Walmart defeated Amazon this year and became the most searched seller for Black Friday deals.

The category with maximum discounts across Amazon, Target, and Best Buy was Electronics, with a 21% discount on average. Walmart offered lesser deals on electronics (12%). The Electronics category also had significant initial discounts of 12%, having most retailers providing an extra discount of 7-8% near Thanksgiving Day.

Amazon provided maximum discounts on Beauty products (18%), trailed by Ulta (10%) and Walmart (8%). Target and Sephora gave nominal discounts of 3% on beauty products.

Best Buy provided an early discount of 10% and more upped discounts by extra 12% near Thanksgiving. As the maximum discounted category, electronics was the key sales driver also during this Black Friday Sale.

Best Buy offered maximum discounts (16%) on Home Improvement products, trailed by Amazon (14%). Walmart offered much lower discounts (7%) on Home Improvement products.

Furniture is another category with 12-13% discounts on both Walmart and Amazon.

Best Buys approach this year has provided great discounted early deals to increase their sales.

Highlights

Tracked Retailers: Amazon, Sephora, Target, Best Buy, Walmart, Ulta

Headphones and Airpods were the maximum discounted item under the Electronics category, with Target and Amazon providing an enormous 27-29% discount. It resulted in high sales of AirPods during Thanksgiving.

Target and Best Buy offered discounts on electronic items, whereas Amazon offered substantial deals on smartwatches, AirPods, and headphones.

Walmart didn't provide heavy discounts on headphones and laptops, instead concentrated on smartphones, smartwatches, and televisions.

In-Home improvements, Best Buy, provided the highest discounts on washers, dryers, refrigerators, and dishwashers, whereas Amazon concentrated more on Tools.

Walmart didn't provide much discount in this category.

Amazon has led the discount charts for remarkably combined hair brushes and makeup discounts on the event day.

All retailers provided special discounts for various utility products, including chairs, tables, and cots (~15-17%), whereas couches and dressers carried lesser discounts (~6-10%).

Highlights

Various companies had various discount strategies based on pricing buckets.

Amazon offered substantial discounts in low-price buckets (< 200$) and lesser discounts on products priced more than 200$.

Best Buy provided a substantial early discount of >25% on products priced below 20$ but offered extra discounts during an event. For various products priced above 20$, Best Buy consistently provided considerable early deals and further discounts during this event.

In contrast, Target focused on high and mid-priced products, providing early heavy discounts of 16 to 18% on products priced more than 100$ with early discounts of ~7% for lower and middle-priced products. For middle-range products (40-100$), it provided heavy discounts of 10 to 12% during this event.

Walmart concentrated on mid-priced products, providing the highest discount [early (~12%) and extra (5%)]. It offered the minimum discounts (~8-9%) on products priced more than 200$.

Prominent Insights

Amazon is the solitary retailer having sponsored searches, with Lenovo, HP laptops, and Apple AirPods getting the maximum share. It associates with AirPods as among the maximum sold products.

At Best Buy, Dell and HP laptops featured the most during searches, as HP governed the roost during this event while Lenovo had a small presence.

At Target, smartphones, pop sockets, Apple smartwatches, AirPods, and headphones have the most significant presence. Apple was the most highlighted brand in this section.

HP laptops had the maximum share on Amazon Pre-Event; however, they gave the position to Lenovo on Thanksgiving.

Motorola and Tracphone smartphones, JBL headphones, and Insignia Televisions had a very good SoS on Amazon.

Samsung televisions, smartwatches, and Apple AirPods have many searches at Best Buy.

Prominent Insights

Amazon, Sephora, Ulta, and Target sold beauty products, having Amazon as the lone retailer having sponsored products.

Dyson products (hair dryers and brushes) are highlighted in Ultas top searches, trailed by Pureology shampoos.

Ogx, Conair, hywestger, and bs-mall were well-known brands on Amazon, having interest-based ads lodging a considerable part of search results, particularly in Lotions (~40-50%)

Scotch Brite, Tresemme, Revlon, and Cerave were well-known brands on the Target website.

Sephoras collection of brushes was included prominently on the website before and during this event, trailed by T3 and Dyson hair dryers and brushes.

Samsung televisions, smartwatches, and Apple AirPods have many searches at Best Buy.

Prominent Insights

In Amazon, RCA and Frigidaire had maximum SoS among Refrigerators, and LG got the highest portion among dryers and washers, Dewalt (Tools), Coleman (Coolers), and Comfee (Dishwashers), both before as well as during the Black Friday Sale.

On to this, on Best Buy, Samsung had the maximum share of SoS among Refrigerators, bundle deals were leading in washers & dryers, LG (Dishwashers), ifixit (Tools), and Corsair (Coolers).

Prominent Insights

Interest-based ads engaged the maximum SoS at Amazon used for Beds.

Amazon basics and Urban shop (Chairs), Lifestyle (Couches), and WLive (Dressers) were prevalent before and during this event.

Vasagle was very popular during this event than Furrion (Tables); however, the opposite was true before the event.

Conclusion and Main Takeaways

Black Friday Sale 2022 was a pleasing surprise to both Retailers and Brands, reporting much bigger sales than expected. After experiencing a fall in sales in the months leading to Thanksgiving, all the e-commerce vendors get a reason to become optimistic about holiday season sale predictions.

Actowiz Solutions, using its eCommerce data extraction solutions and Digital Shelf Analytics, collects valuable insights from e-commerce information and breaks down the trends during worldwide shopping events, including Black Friday, Prime Day, and Cyber Monday Sales. We are experts in mobile app scraping and web scraping services too. If you are a retailer or a brand who would like to know more about our data extraction services and products, contact Actowiz Solutions now!