Key Summary
- Expect leading sales from TVs, tablets, laptops, earbuds, and smart devices, especially discounted Amazon-branded products like Echo and Fire TV, plus Apple and Samsung electronics. 📺
- Products like air fryers, robot vacuums, espresso makers, and cookware sets continue to dominate as shoppers prioritize convenience and giftable value. 🍳
- Viral beauty tools, skincare bundles, LEGO kits, and family games will drive repeat purchases and gifting spikes. 💄🎁
- Mobile-first shopping dominates. Nearly 80% of online transactions now happen via smartphones, requiring mobile-optimized listings, short titles, and visuals that pop on smaller screens. 📱
U.S. Black Friday online spend hit $10.8 billion and Cyber Monday reached $13.3B, showing year-over-year growth driven by Amazon, Walmart, and other major e-commerce platforms. 💹
What to Look Out for this Upcoming Black Friday 2025
Black Friday 2025 is shaping up to be bigger, longer, and more competitive than ever. What once was a single-day shopping frenzy has evolved into a multi-week digital marathon, with major e-commerce players like Amazon, Walmart, and Target launching deals as early as mid-November. Shoppers have become more strategic, scouring price trackers, social media hauls, and influencer recommendations to secure the best value.
For customers, this means extended access to discounts on big-ticket items, bundled offers, and free shipping incentives that make it easier than ever to shop from their phones. For sellers, the stakes are higher: success depends on delivering authentic value, seamless logistics, and listings optimized for mobile-first browsing. Emphasize clear pricing, fast delivery, and social proof (reviews, badges, and trusted labels) to capture attention in this fast-moving marketplace.
Categories poised to win again in 2025:
- Electronics: TVs (OLED/QLED/120Hz), streaming sticks, tablets, laptops, earbuds/headphones, and smart home security.
- Home & Kitchen: robot/stick vacuums, carpet cleaners, air purifiers, espresso/coffee makers, air fryers, and cookware sets.
- Toys & Games: LEGO, top licenses, family/party games, STEM kits.
- Beauty & Personal Care: skincare sets/devices and premium hair tools/stylers.
- Wearables/Mobile Accessories: smartwatches/trackers, AirTag-style finders, chargers/power banks, MagSafe stands.
- Fashion Basics: denim, outerwear, athleisure, footwear.
Black Friday or Cyber Monday: Which One Should You Plan For?
Choosing between Black Friday and Cyber Monday isn’t either/or—use each moment to target different shopper intents and price sensitivities. Here’s how to sequence your offers across the long weekend.
- Black Friday (Friday): Best for big-ticket electronics and home—doorbuster pricing on TVs, headphones, vacuums, kitchen appliances. Front-load Lightning Deals and tiered coupons.
- Weekend (Saturday to Sunday): Keep momentum with bundles and “under-$X” gift lists (toys, beauty sets, accessories).
- Cyber Monday (Monday): Strong on fashion/beauty/accessories and “last-chance” electronics. Reframe creatives with “lowest price ends tonight,” then extend selectively.
Planning timing is half the battle. The other half is knowing which categories actually moved last year and why.
Which Categories Performed Well During Black Friday Last Year
Reports from multiple market analysts and retailer roundups revealed that the strongest performing categories in 2024 were Electronics, Home & Kitchen, Toys, Beauty, and Fashion. Popular items like Ring and Fire TV devices, Shark and Bissell vacuums, Apple AirPods and smartwatches, LEGO sets, and everyday fashion staples dominated Amazon and Walmart sales rankings.
To put this in perspective, Black Friday 2024 shattered online sales records, with shoppers spending $10.8 billion in the U.S. and $74.4 billion globally. Nearly 80% of all purchases came from mobile devices. While category spending varied, the data highlights where consumer interest was strongest—offering clear guidance on what sellers should prioritize going into 2025.
Source: Amazon
- Toys & Games — Online toy-sales on Black Friday 2024 increased more than 6-fold relative to an average day in October, showing huge volume spikes in this category.
- Apparel & Accessories — Denim, sneakers, outerwear, and giftable basics performed well, with deep Cyber Monday markdowns attracting bargain shoppers.
- Luggage & Bags — This segment benefited from the post-pandemic travel rebound and appeared widely across top editor lists.
- Electronics — TVs, earbuds, headphones, tablets, and smart home devices led in both unit volume and deal coverage across retailers.
- Sporting Goods — Wearables, fitness accessories, and athleisure products saw strong cross-shopping with apparel categories.
- Home & Garden — Robot and stick vacuums, carpet cleaners, cookware, and air purifiers were among the most purchased home products.
- Health & Beauty — Skincare sets, premium hair tools, whitening kits, and viral beauty devices maintained strong demand throughout the sale period.
- Furniture — Select big-ticket furniture items appeared prominently in editor picks and “reader favorites,” signaling growing consumer interest in home upgrades.
- Food, Beverages & Seasonal — Holiday gifting assortments and consumable items drove basket-building and repeat purchases.
With last year’s winners in mind, here are the specific product types to feature on your PDPs and Sponsored campaigns this year.
High-Demand Product Categories You Should Look Into in Black Friday 2025
Below are buyer-ready product examples per trending category. Use them to structure A+ comparison charts, bundle SKUs, and long-tail keywords.
Home & Kitchen Appliances
In “Home & Furniture Pricing Trends” of DataWeave, they tracked ~18,149 SKUs across home & furniture, including appliances. They found: Walmart had ~37.5% absolute discounts on Home & Furniture; Amazon ~27.5% average discount.
Another data mentions: average number of e-commerce orders in home appliance increased ~88% YoY, and e-commerce revenue was up over 130% in the Black Friday period in 2024 for that segment.
- Ninja Air Fryer – a perennial best seller in meal-prep and gift lists.
Source: Amazon
- Instant Pot Duo – reliable “doorbuster” style multi-cooker for gifting and upgrades.
Source: Amazon
Beauty & Personal Care
Shoppers hunt for premium skincare, viral cosmetics, and salon-quality tools that promise great value and make perfect gifts. Web traffic for health & beauty products rose ~14.6 % during Black Friday 2024 compared to the prior year, highlighting strong online interest.
Here are some popular examples that will likely dominate in 2025.
- CeraVe Moisturizing Lotion – dermatologist-fav, high repeat purchase.
Source: Amazon
- The Ordinary Hyaluronic Acid 2% – viral skincare essential, ideal for multipacks.
Source: Amazon
Electronics & Smart Home Devices
Electronics remain the undisputed leaders of Black Friday sales, consistently driving the highest search volumes and conversion rates. During Black Friday 2024, wearables on some platforms saw discounts up to ~55 %, and average electronics discounts ranged around 30-40 %
- Echo Dot (5th Gen) – high-velocity promo driver; great for multi-room bundles.
Source: Amazon
- Fire TV Stick – easy to attach for TV buyers; convert with “4K streaming” and “Alexa Voice Remote” bullets.
Health & Wellness
Health and wellness products are gaining traction as shoppers prioritize self-care and fitness alongside gifting. While precise Black Friday 2024 figures for sporting goods are limited, broader health-and-wellness product trends showed strong growth (e.g., online health/pharmacy products grew ~18 % in Black Week 2024). Here are some trending examples for 2025.
- Strength/Taurine Capsules – value-driven gifting for fitness enthusiasts (comply with category rules).
- NMNH Supplement Alternative – positioned for longevity/energy seekers (ensure claims compliance).
Pet Supplies
Pet owners are spending more than ever on their furry companions, and Black Friday deals on pet essentials are no exception. From wellness supplements to grooming accessories, this category sees strong repeat purchases and high gifting potential during the holiday rush.
- Omega Oil for Dogs – subscribe-and-save friendly; emphasize coat/skin benefits.
Source: Amazon
- Self-Cleaning Shedding Brush – strong gifting angle for pet owners; highlight easy cleanup.
Source: Amazon
If you miss Black Friday, all is not lost. December brings more opportunities to keep your Amazon brand’s inventory moving.
December Deals to Watch Out For
While Black Friday and Cyber Monday dominate November, December offers a valuable second wave of conversions. Retailers continue momentum through curated events and last-minute promotions targeting procrastinating shoppers. Here's how brands can stay relevant during this crucial period:
- “12 Days” Style Events: Many retailers run rolling daily deals across categories (tech, home, fashion). Maintain a deal ladder and rotate hero images to keep product visibility fresh and exciting.
- Last-Minute Gifts (December 14 to 23): Stock fast-ship, under-$25/under-$50 gifts, digital gift cards, and small electronics/accessories. Add “arrives before Christmas” where eligible.
Pro Tips for Amazon/Walmart Sellers
As competition intensifies across Amazon and Walmart, sellers need to move beyond basic promotions and focus on precision execution. The following best practices reflect 2025’s strongest performing strategies for visibility, engagement, and conversion during Black Friday and Cyber Monday:
- Keyword clusters: Build campaigns around long-tail terms like “Black Friday Deals,” “under $50/$100,” “lowest price,” “gift set,” and “bundle.” Align your titles, bullet points, and Sponsored Ads to these high-converting phrases. Incorporate seasonal terms into your keywords such as “limited-time offer” or “holiday bundle” for added urgency.
- Mobile-first creatives: With nearly 70% of traffic coming from smartphones, optimize the first few bullets for benefits and instant scannability. Use short sentences, lifestyle imagery, and unboxing/gift visuals that immediately communicate value. Ensure all visuals are compliant and optimized for smaller screens.
- Promo structure: Combine tiered coupons, Lightning Deals, and 7-Day Deals to cover the full shopping window. Launch deep-discount offers early on Black Friday for big-ticket items, then pivot to accessories, fashion, and beauty with countdown messaging on Cyber Monday. Staggering promotions keeps engagement high throughout the weekend.
- Delivery messaging: Emphasize “fast, free, and reliable” delivery options prominently in bullet points and graphics. Include “arrives by [date]” callouts and highlight free returns to reduce hesitation. Shopper data shows that fulfillment promises remain one of the biggest conversion levers during Q4 peak season.
Start Prepping Your Brand for Black Friday 2025 With beBOLD Digital
Black Friday 2025 will reward brands that prepare smartly and stay flexible. Focus on building complete shopping experiences: bundle best-selling products with useful add-ons, optimize listings for mobile viewing, and adjust discounts gradually from Black Friday through Cyber Monday to sustain momentum. Electronics, home & kitchen tools, beauty items, toys, and accessories are expected to lead demand again, so make sure your listings are polished, your pricing competitive, and your ads ready to capture the surge in search volume.
Need help putting together your strategy? beBOLD Digital can help you create a practical action plan, covering SKU-level buy lists, keyword mapping, and promo schedules, to make the most of this year’s sales season. Our team specializes in Amazon and Walmart growth through brand analysis, optimized listings, A+ content design, and PPC/DSP strategy, ensuring your brand performs at its best this Q4. Contact beBOLD Digital today to get started.
Frequently Asked Questions
Do luxury items go on sale during Black Friday?
They do, but not as dramatically as electronics or home gadgets. You’ll still spot limited-time deals on designer fashion, premium beauty brands, and high-end tech accessories, though discounts tend to be smaller. Cyber Monday often brings a few surprise markdowns in these categories.
Are Black Friday deals better online or in-store?
It really depends on what you’re buying. But these days, online deals are just as strong. Amazon and Walmart often launch early access sales, letting you score top deals from the comfort of your home without waiting in long lines.
Do subscription services or memberships get discounts on Black Friday?
Yes! Many services, from streaming platforms to software and subscription boxes, offer discounts around this time. Annual plans often deliver the best bang for your buck, so it’s smart to stock up when they go on sale.
How long do Black Friday deals usually last?
The Black Friday rush doesn’t stop at midnight anymore. While some lightning deals only last a few hours, many promotions now run through the weekend and into Cyber Monday, and some even start early as part of “Black Friday Week.
Do refurbished or open-box items sell well on Black Friday?
Definitely. Shoppers love snagging big-ticket items at lower prices, especially when products are “like-new” and include warranties. This works particularly well for electronics like phones, tablets, and laptops.
Are there items that don’t sell well on Black Friday?
Products with small discounts or low demand don’t perform as well. Shoppers are focused on real value—known brands, meaningful savings, and practical purchases—so lesser-known or overpriced items tend to get skipped.
Do shoppers buy more bundles or single items during Black Friday?
Bundles usually win because they feel like a better deal. When buyers see packages that include accessories, extra parts, or gift wrapping, they perceive more value for their money, especially in beauty, toys, and small electronics.
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