The Stylight Black Friday Review 2019

Black Friday is, without a doubt, the biggest retail event of the year. According to first estimates, shoppers taking advantage of Black Friday deals spent a total of $20 billion globally in purchases this year, with US revenue stats growing by 14% vs 2018. And since the holidays are just around the corner, it’s quite likely for nifty shoppers to have already ticked items off Christmas shopping lists: according to surveys by Rakuten Marketing, 66% of bargain hunters use Black Friday to save money on holiday gifts.

For a long while, the most popular category among Black Friday shoppers was consumer electronics; last year, however, apparel bumped consumer electronics down to second place, becoming the n.1 most shopped category. And while an ever-growing number of fashion brands are offering Black Week deals, the amount of labels opposing Black Friday is also on the rise. Sustainable brand Everlane has committed to donating 10$ per every Black Friday sale to Oceana, in the attempt to reducing plastic waste; and danish label Mads Norgaard went as far as shutting down its website for the whole duration of Friday.

Sale records aside, here at Stylight we were excited to dive deep into the data of our 12 million monthly users, to have a look at what exactly got our shoppers excited. Considering the immense amount of advertising consumers are exposed to before sales (just imagine – retailers spent $400 billion in TV ads in 2019) – we were curious to check out what shoppers were actually looking for, once sales started. Here are the most wanted products & brands for Fashion & Beauty.

Fashion Beauty

The top 5 most clicked items

Black Friday sales are definitely a smart way to save on ever-green pieces you’ll be wearing forever. So it’s no wonder our top-clicked items are known to last a life-time, like cool-girl classic Dr. Martens boots, or the iconic Gucci Marmont bag. And what about the Alexander McQueen Oversized Sneaker? Seeing as it was already among the hottest sneakers of the year, we’re not surprised to see it was in high demand also during Cyber Weekend.

The top 5 most popular brands

Gucci ranks as the n.1 the most popular brand among our Black Friday shoppers. Overall, the most beloved brands by our bargain hunters are a good mix of mainstream fashion, like Nike & Dr.Martens, and high-end labels, like Versace& Alexander McQueen. This high-to-low brand mix was also present in our 2019 top brand ranking.

The top 5 most clicked items

Both skincare and make-up were in high-demand among our Black Friday shoppers, with NARS’‘ Weightless Foundation ranking top clicked product worldwide. Huda Kattan’s namesake brand Huda Beauty follows, with an eyeshadow palette with the hottest shades of 2019. And ranking 3rd is Olaplex N.3 Hair Perfector – the intense repair treatment that went viral thanks to its jaw-dropping hair restoring properties.

The top 5 most popular brands

Beauty giant L’Oreal takes home the gold for the top clicked brand of Black Friday 2019. Brands who also made our top 5 are make-up cult classics MAC & It-Cosmetics, insta-girl beloved Huda Beauty, and artisanal skincare brand Beekman 1802.

About this report

Our analysis is run on internal Stylight data from our 12 million monthly users. Time frame selected is from 11.28.19 to 12.02.19. Top products are ranked on total number of clicks globally for selected time frame. Top brands are ranked on total number of clicks globally for the selected time frame. Average price is calculated on the top clicked 50 products globally for the selected time frame. Average discount offered is calculated on the discount offered on the overall amount of items live on Stylight globally for the selected timeframe.  

written by:

Clara Del Genio

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