For our friends across the pond, Black Friday has been a huge thing for a while now, with a whole host of retailers launching incredible sales the day after Thanksgiving – signifying the start of the Christmas season!
We might not celebrate being blessed with a fruitful harvest in the UK, but in a few short years – since Asda brought this shopping bonanza to the British market in 2013 – we’ve well and truly gotten on board as a nation.
But where does that leave us in terms of Black Friday trainers and shoe deals? If you’ve got a soft spot for stylish footwear like all of us here at Wynsors, you might be wondering which of your favourite brands are going to see the highest demand on November 24th. Particularly if you’ve got your eye on a specific pair!
Read our guide to Black Friday 2017; take stock and get that clicking finger ready.
What are shoppers looking for on Black Friday?
Not only have we embraced the Black Friday mentality and started snapping up deals as they’re released, but the British public has also become more sale-savvy, and started to actively seek out offers that will help them get their hands on the items they covet.
As you can see from the graph below, search interest in “Black Friday trainers” has increased hugely since 2013.
Brands have even begun vying for shoppers’ attention ahead of the big day, though our research shows there are some solid footwear favourites, both in the UK and worldwide!
As two of the most powerful brands on the planet, it comes as no surprise to us that Nike and adidas are a cut above the rest in terms of average monthly Google searches for Black Friday footwear deals.
With Timberland and North Face neck-and-neck for third and fourth place, Vans makes it into our worldwide top five, but Converse sneaks ahead into the UK’s popular shoe brand searches.
Globally, the phrase “Nike Black Friday” yields 40,500 Google searches in an average month, compared with 19,200 for “adidas Black Friday”. Timberland, North Face and Vans each garner 8,100 average monthly searches for Black Friday-related terms.
In the UK, Nike still comes out on top – with 3,600 average monthly searches – ahead of adidas with 2,100.
How many people are searching for Nike and adidas products? How the big brands compare…
Devotees of adidas might be surprised to see Nike speeding ahead in monthly searches for Black Friday. Though the brands are generally tied for popularity depending on the type of search, overall global brand demand for adidas tends to be slightly higher.
The broad term “adidas” yields 16.6 million global Google searches in an average month, compared with 13.6 million for Nike.
“Nike trainers” are more popular globally overall, with 246,000 searches per month, compared with 165,000 for adidas. However, the brands are neck-and-neck in the UK for these exact-match phrases (135,000 searches each).
Meanwhile, the demand for “Nike shoes” is greater worldwide (with 1.83 million monthly searches) than for “adidas shoes”, which is searched for 1.5 million times. Again, there’s nothing to split the brands on this search phrase in the UK (90,500 searches each).
So why then does Nike see considerably more Black Friday search volume, both worldwide and in the UK? How have these two footwear giants marked the occasion in the past, and what might we expect for 2017?
- Nike utilised the day to launch a slew of new styles from Jordan, Nike SB, Nike Running and Nike Golf.
- adidas dropped the Stan Smith x Pharrell collaboration featuring three polka dot designs.
- Nike unveiled eight styles, including Air Jordan VIII Retro “Aqua” and a re-release of the highly-coveted Oreo 2.0 Flyknit Racers.
- adidas marked the day by releasing a new Yeezy Boost sneaker by Kanye West, as well as three other styles, which included two Xeno designs.
- In 2016 Nike released a pair of Nike Air Jordan III Retro OG for £160.
- adidas revealed nine new releases on the big day, including the Alphabounce Xeno, though Kanye West’s Yeezy Boost 350 V2s dropped on November 23rd instead.
- Black Friday 2017 was a big day for adidas, who released six new sneakers, including the EQT Cushion ADV “Black Friday” and Crazy 8 ADV Primeknit.
- Nike also made the day one to remember with more drops than we can count, from Air Jordan 32 “Why Not” to Kyrie 3 GS “What The”.
The fluctuations in Nike and adidas’ Black Friday popularity might be hard to explain, but let’s see what 2018 has to offer. The releases are set to be monumental…
Looking to add some popular staples to your collection? Take advantage of our very own Nike and adidas deals.
Here at Wynsors, our Black Friday trainers and shoe deals will start dropping in early, from today (Monday 19th November) through to Cyber Monday 26th, so keep your eye out for discounts on your favourite brands, from adidas and Nike trainers to Karrimor walking boots!