TL;DR
This blog explores the top 10 product categories that dominate search behavior during Black Friday and offers actionable strategies for how brands can show up and convert. From tech and fashion to travel and beauty, each section includes real shopper intent, top Google searches, and creative recommendations that align with high-performing formats.
- Search intent drives buying decisions—be discoverable early.
- Consumers trust creators more than traditional ads.
- Short-form, platform-native video performs best.
- Winning content is personalized, purpose-built, and fast to deploy.
Ready to transform attention into action? Let’s dive in.
Why Winning Black Friday in 2025 Starts With Search
Black Friday is no longer just a race to the lowest price. In 2025, it’s a visibility game—and your buyers are already Googling. From TikTok hauls to search engine queries, today’s shoppers are doing their homework before they hit “buy.”
Black Friday online sales in the US surged to $10.8 billion, reflecting a 10.2% year-over-year increase from the previous $9.8 billion—making it a record-breaking shopping event. That means showing up early, and with creative that captures attention instantly, has never been more important.
Here are the top 10 categories shoppers are already searching—and how your brand can show up ready with content that converts.
1. Tech & Gadgets
Tech consistently remains one of the top Black Friday search trends, as consumers seek out premium devices at their lowest prices of the year. According to Adobe Analytics, consumer electronics sales on Black Friday grew 334% compared to average daily sales in October 2024, making it a major growth driver and contributing significantly to overall online sales—setting the stage for continued momentum into Cyber Monday.
- Top Searches:
- Best Black Friday iPad deal
- Steam Deck OLED discount
- Smart speaker comparison
Strategy: Showcase key product features with 3D & CGI video ads for immersive close-ups, offer AR try-before-you-buy experiences to reduce friction, and launch Net New Videos that deliver direct, engaging comparisons across platforms like YouTube, Meta, and TikTok.
2. Travel & Flights
As travel continues to rebound, search interest in airfare deals, hotel bundles, and holiday escapes spikes in the lead-up to Black Friday. A McKinsey & Company report revealed that airline bookings jumped over 60% on Black Friday, while cruise bookings rose by more than 50%—compared to the surrounding two-week period.
- Top Searches:
- Cheap flights to Europe Black Friday
- Vacation package deals 2025
Strategy: Use UGC-style travel vlogs to immerse audiences in the journey, complement them with motion graphics showing price drops, and leverage AI-generated edits to localize content by destination or language. Add countdowns or limited-slot messaging to drive urgency.
3. Fitness & Wellness
Fitness gear, athleisure, and wellness tech are strong performers for both personal goals and gift-giving. Black Friday offers a reset moment—but consumers want authenticity, not influencer over-polish.
- Top Searches:
- Lululemon Black Friday
- Fitness tracker under $100
- Best wellness gifts 2025
Strategy: Launch UGC featuring real-life transformation stories or daily routines, supported by animated video explainers showcasing key features. Use Net New Videos to demonstrate versatility (gym, home, outdoor) and personalize messages by audience segments (e.g., runners, yogis, weight trainers).
4. Home & Holiday Decor
Search interest for seasonal decor, smart home upgrades, and entertaining essentials surges from late October through November. According to Queue-It, home appliances and décor consistently rank among the top consumer purchase categories—highlighting strong demand for home-focused products during the sales event.
- Top Searches:
- Luxury Christmas tree sale
- Black Friday home decor
- Best Balsam Hill alternatives
Strategy: Create AR ads that allow users to preview trees, lights, and furniture in their own space. Complement this with Pinterest-optimized video series for holiday styling, and short-form Reels or TikToks that tell a visual story—setup, style, transform.
5. Fashion & Apparel
Fashion thrives on trend-based discovery. TikTok-driven styling content, influencer collabs, and real-world outfit inspiration are what push browsers to buy.
- Top Searches:
- Winter outfit inspo Black Friday
- Best affordable fashion under $50
- TikTok brands on sale
Strategy: Activate UGC try-on hauls and GRWM videos across TikTok and Instagram, repurpose creator content into interactive carousels and Net New Videos focused on value (“3 full outfits under $100”). Use motion captions and platform-native editing to stay trend-relevant.
6. Gaming & Entertainment
Gaming is a top-tier category during Black Friday, fueled by console drops, Steam sales, and accessories. Gamers are highly informed—they want proof, not pitches.
- Top Searches:
- Steam Deck deal 2025
- Top 10 Nintendo games Black Friday
- Gaming headset sale
Strategy: Use creator-led livestream recaps, memetic UGC formats, and interactive polls or playable ads (e.g., “Which controller are you?”). Highlight community validation and performance specs, and repurpose footage across Twitch, YouTube Shorts, and TikTok.
7. Smart Home & Appliances
This is where practicality meets innovation. Shoppers want gadgets that make life easier—robot vacuums, air fryers, energy-saving bulbs—but they need to see the benefit clearly and quickly.
- Top Searches:
- Robot vacuum best deal
- Smart home gifts 2025
- Air fryer Black Friday
Strategy: Create before-and-after Net New Videos highlighting saved time or effort, layer in UGC reviews from lifestyle creators, and use AI-powered video optimization to test messaging (e.g., savings, speed, family convenience). Add motion graphics overlays for data points and quotes.
8. Kids & Family Gifting
Educational toys, STEM kits, board games, and holiday experiences are high on parents’ lists—and they’re researching early to avoid disappointment.
- Top Searches:
- STEM toy deals
- Best toys for 6-year-olds
- Montessori gift ideas Black Friday
Strategy: Create illustrated explainer ads showing what the toy teaches or includes, UGC content from parents and kids, and interactive ad formats like “gift quiz” units or swipeable story-based campaigns. Highlight durability, reviews, and learning value.
9. Beauty & Self-Care
TikTok, Reels, and YouTube drive the majority of awareness in this space. Buyers want proof of results—fast.
- Top Searches:
- Sephora Black Friday bundle
- TikTok skincare reviews
- Best clean beauty gifts 2025
Strategy: Partner with creators for Get Ready With Me (GRWM) UGC, use AR try-on filters for makeup previews, and deploy short-form tutorials (under 30s) that show results in real time. Split longer-form product showcases into platform-optimized clips.
10. Subscription Services
This category performs well as a last-minute gift and an upsell strategy. Value is key—users want to see what they’re getting and how easy it is to redeem or pause.
- Top Searches:
- Top subscription gifts Black Friday
- Meal kit promo
- Digital subscription deal 2025
Strategy: Build animated walkthroughs to explain how the service works, launch UGC-style reviews (“I gifted this and here’s what happened”), and use interactive playable ads to let users customize options (e.g., pick-your-plan interfaces).
Key Takeaways
- Search intent is predictable—use it to tailor your creative.
- Buyers trust creators more than brand ads—leverage UGC.
- Scroll-first formats like short-form video, AR, and animation outperform static content.
- Creative that matches platform behavior converts better.
Ready to Win Black Friday with Creatives That Convert?
VMG Digital is your creative performance partner. From creative strategy to final deployment, we make sure your Black Friday assets aren’t just seen—they sell.
Let’s build something that scrolls fast—and stops thumbs. Book your strategy call today.
