Google’s AI Overviews Reach Up to 17% of Search Results in Europe, But Germany Barely Breaks 1%, Semrush Finds
Portugal and Belgium emerge as leaders in AI integration on SERPs, while Germany and Switzerland remain cautious.
May 6, 2025
Black Friday has long been a cornerstone of the global retail calendar, but its digital evolution tells a far more compelling story. This year, Semrush dives deep into the trends shaping consumer behavior, uncovering how online search patterns, retailer strategies, and shopper priorities are transforming this annual event.
From surging traffic on top retail websites to a growing focus on early deals and sustainability, the 2024 data paints a clear picture: Black Friday isn’t just a shopping day—it’s a strategic battleground for retailers worldwide.
From surging traffic on top retail websites to a growing focus on early deals and sustainability, the 2024 data paints a clear picture: Black Friday isn’t just a shopping day—it’s a strategic battleground for retailers worldwide.
A Surge in Strategic Shopping
Black Friday 2024 searches reflect a dynamic shift in consumer behavior. While traditional search terms like "Black Friday deals" remain strong, there’s a clear movement toward early deal-hunting and more deliberate purchasing strategies. In the U.S., searches for "Black Friday deals" increased by 22% over the past year, averaging 453,500 monthly online searches. Globally, the term "Black Friday 2024" surged by nearly 100%, emphasizing the growing reliance on digital tools to plan purchases well in advance.
Crossing Borders: Global Retail Insights
Semrush's analysis reveals how Black Friday trends differ by region. The U.S. leads in Black Friday-related search activity, with over 8.3 million average monthly searches, while global searches have soared to 23 million. Countries like Brazil have seen extraordinary spikes, with Portuguese searches for "Black Friday offers" reaching record levels, reflecting how the retail holiday has become a global phenomenon.
When it comes to online traffic, Amazon’s dominance remains unmatched, attracting 2.6 billion average monthly visits in the U.S., followed by eBay with 494.3 million, Walmart with 411.9 million and Etsy with 225 million.
When it comes to online traffic, Amazon’s dominance remains unmatched, attracting 2.6 billion average monthly visits in the U.S., followed by eBay with 494.3 million, Walmart with 411.9 million and Etsy with 225 million.
Other notable global players like AliExpress and Shein have emerged as consumer favorites, with AliExpress drawing roughly 939.6 million monthly visits globally.
Established names such as IKEA, Nike, and Costco continue to thrive, showcasing their adaptability to digital-first consumer habits and sustained global appeal.
Black Friday has become a global phenomenon, and each region puts its own spin on it. Shoppers are more focused on affordability, value, and ethical practices, while also leaning heavily on digital platforms for product discovery and research. For brands and retailers, understanding these nuances and leveraging data-driven strategies is essential to stand out and deliver personalized, impactful campaigns.
Fernando Angulo, Senior Market Research Manager at Semrush
Rising App Engagement: Winning the Mobile-First Consumer
Mobile shopping continues to redefine Black Friday strategies for retailers worldwide, with Amazon leading the charge. Between March and September 2024, 72.3% of active U.S. app users engaged with Amazon at least once a month—significantly outpacing the 51.4% of active web users during the same period (Datos, A Semrush Company, and MFour Mobile Research). This demonstrates the growing reliance on mobile platforms for shopping convenience and accessibility.
For competing retailers, this trend underscores the importance of a strong mobile presence. By prioritizing app usability, offering compelling bundles, and launching app-exclusive promotions, retailers can attract value-driven consumers who favor convenience. Black Friday presents an opportunity to capture these mobile-first shoppers with strategies tailored to meet their expectations.
For competing retailers, this trend underscores the importance of a strong mobile presence. By prioritizing app usability, offering compelling bundles, and launching app-exclusive promotions, retailers can attract value-driven consumers who favor convenience. Black Friday presents an opportunity to capture these mobile-first shoppers with strategies tailored to meet their expectations.
The Seasonal Countdown: Timing Is Everything
The research highlights the cyclical nature of Black Friday-related searches, which spike in October, peak in early November, and taper off by December. This underscores the importance of starting campaigns early to capture consumer attention when interest is at its highest. Retailers that target specific queries—like "Black Friday TV deals" or "gaming laptop offers"—can maximize their impact by addressing consumer intent during these critical windows.
Emerging Trends: Tech and Sustainability in the Spotlight
This year’s data reveals a growing consumer focus on technology and sustainability. Interest in “eco-friendly Black Friday deals” rose by 34% year over year, demonstrating a shift toward values-driven shopping. Meanwhile, tech products like smartphones and gaming devices continue to dominate wish lists, cementing their place as consistent favorites during this shopping season.
Keywords as a Window into Consumer Intent
What does this data mean for brands and retailers striving to stand out each year? One thing is certain: keywords play a powerful role in shaping search traffic. Brand-specific queries such as "iPhone deals" and "Nike running shoes" demonstrate how certain products have become synonymous with their categories, underscoring the importance of brand association. Similarly, comparison-focused searches like "Samsung vs. iPhone" and discount-driven terms such as "Adidas Black Friday deals" reveal the evolving decision-making processes of shoppers.
Across markets, brand preferences vary significantly. While "Amazon deals" dominate searches in the U.S., keywords like "Alibaba discounts" and "Flipkart festive sales" lead in Asia, reflecting regional differences in consumer priorities. These insights underline the importance of creating tailored SEO strategies that resonate with diverse audiences around the globe.
By analyzing keyword trends, retailers and businesses can gain a strategic edge, tapping into consumer intent and aligning their efforts with evolving search behaviors. It’s not just about being found—it’s about being found for the right reasons, at the right time.
Across markets, brand preferences vary significantly. While "Amazon deals" dominate searches in the U.S., keywords like "Alibaba discounts" and "Flipkart festive sales" lead in Asia, reflecting regional differences in consumer priorities. These insights underline the importance of creating tailored SEO strategies that resonate with diverse audiences around the globe.
By analyzing keyword trends, retailers and businesses can gain a strategic edge, tapping into consumer intent and aligning their efforts with evolving search behaviors. It’s not just about being found—it’s about being found for the right reasons, at the right time.
How Semrush Helps Retailers Win Black Friday
Semrush equips retailers and brands with actionable tools and insights to stand out in the competitive Black Friday landscape. By leveraging these features, businesses can turn search data into impactful strategies that drive visibility and sales:
- Keyword Magic Tool: Discover high-performing keywords that align with your target audience’s needs, such as "best Black Friday deals on [product]," to capture intent and boost relevance.
- Position Tracking Tool: Keep a close eye on your rankings for essential Black Friday terms to ensure your website remains visible during peak shopping periods.
- Competitor Analysis Tools: Uncover your competitors' strategies, from ad copy to landing pages, and use those insights to refine and outperform them.
- Topic Research: Use the Semrush’s Topic Research tool to craft compelling blog posts, product pages, or campaigns based on trending Black Friday searches, ensuring your content resonates with shoppers.
Don’t Miss Out: Exclusive Black Friday Savings from Semrush
This year, Semrush is offering exclusive deals to help businesses boost their online visibility. Whether you’re new to digital marketing or looking to scale your campaigns, now is the perfect time to take advantage.
