A market analysis by online research firm MediaVision has revealed that major UK electronics and tech brands will be overtaken by fashion brands on Black Friday 2021.
MediaVision used the Digital Demand Tracker tool which analyzes search data from AdWords and Google Trend to extrapolate terms, volumes and likely trends for the period November to December 20201. This was based on the last four months of research online as well as on Black Friday research. models over the past three years. The results show that search volumes for “Apple” are expected to drop 13.8%, while searches for “Currys PC World” are expected to drop 22.8%.
Louis Venter, CEO of MediaVision, said, “The past year has seen a massive increase in demand for work-at-home and leisure technologies on Black Friday and it looks like 2021 will see a correction. Many of us have already purchased our game consoles, smartphones and tablets and are not looking for a new one. “
Compared to consumer electronics brands, which also include Xbox and PlayStation, MediaVision plans to research promising fashion brands such as womenswear, Lavish Alice (expected search volumes up 223%), and “Phase Eight ”(up 121%), will skyrocket.
“The reduction in restrictions and the return to the office means that we will see more interest in clothing for the outside of the home, both workwear and party wear. It will be an exciting time for the UK fashion industry after 18 difficult months, ”said Venter.
High-end fashion brands Next (up 14.3%) and Zara (up 36.7%) are also expected to see their search volumes increase, although Boohoo (down 21.8%) is expected generate less interest than in 2020.
While there was an e-commerce boom between April 1, 2020 and July 31, 2021, which explains the rise of fashion brands, other older retail giants like Amazon should know about a drop in demand for Black Friday this year. Potential reasons include a more competitive and saturated market, reluctance of buyers, complexity of product availability, drought of delivery drivers and logistical issues. There is also a growing sense among shoppers to support local and smaller online retailers after the pandemic, with a focus on sustainability, reducing packaging and buying from independents.