Latest figures from GfK’s point-of-sale data show there was strong sales performance during Black Friday for the Technology and Homewares categories in particular. The influence of TikTok and Instagram is also evident in sales of personal care products trending on the platforms.
GfK analysed sales of Technology and Durables, Homewares and Seasonal products during Black Friday at the end of last month. Sales were up 1.8% in value and 7.7% in volume overall versus Black Friday 2023. Turnover in the week hit £992m.
Key findings:
- This year’s hero products were all about personal care. LED face masks (+302% YoY), electric massagers (+72% YoY) and hot air stylers (17.4% YoY) supported the Technology and Durables category’s strong performance.
- Headphones and smart watches saw big increases in sales. With sales of almost £8m compared to last year, they added the most value to the market versus Black Friday 2023.
- The wet weather saw many invest in tumble dryers. Sales surged 19% year-on-year.
- The Homewares sector benefited from the pre-Christmas sales period, up 9% in value and 17% in volume. This was a fantastic result as the market has been down 4% over the past 12 months.
- Shoppers embraced the chance to invest in their homes by making smaller purchases. Enjoying upticks were houseplants (+27%), candles (+22%), and diffusers (+19%). Bargain hunters also used the opportunity to upgrade their cookware and tableware (+20%).
- Declines hit traditional tech, such as TVs, tablets, and smartphones. Some were due to the impact of the Euros, as TVs enjoyed a bumper sales period in May and June during the tournament. While not a catastrophic fall, demand for TVs fell 2.6% versus last year.
Seasonal items were boosted as consumers got into the festive spirit early. Shoppers fell back in love with old traditions, with live Christmas trees growing 218% compared to last Black Friday, and tinsel back in vogue with 63% growth.
“All eyes were on Black Friday this year as the Tech and Durables market desperately needed a boost following a flat year in 2024,” said Kelly Creaby, GfK’s Senior Manager of Retail Market Intelligence.
“In 2023, it was all about the air fryer, which enjoyed a sales surge. This year’s hero products came in the form of self-care, a trend heavily promoted on TikTok and Instagram. We saw LED face masks, electric massagers, and hot air stylers deliver very strong sales. As a result, Black Friday delivered a sales boost with sales value up 1.8% and volume up 7.7% year on year.”
