Black Friday sees rise in sale searches but retailers risk missing out

Data from Constructor, a provider of online product discovery tools, shows significant changes in shopper behaviour during Black Friday, particularly concerning search terms linked to sales and discounts. The analysis examined billions of search interactions across over 100 retail sites, focusing on activity during Black Friday 2024 compared to the rest of the year.

Surge in sale searches

Online shoppers increasingly turn to sale-related queries on Black Friday. Search terms such as "sale", "promo", and "clearance" increase by 1.5 times compared to standard activity levels. Shoppers conducting these searches are also more likely to complete purchases. The data shows that conversion rates for these queries are three times higher than for other searches.

Category language differences

The vocabulary used in deal-seeking searches differs across product categories. Beauty shoppers predominantly use the term "sale", while fashion customers more often type "clearance". In contrast, home improvement buyers are drawn to phrases such as "outlet" or "offer". The toys and games sector records the most substantial volume of sale-related queries, followed by beauty, gifts, fashion, and home improvement categories.

Search complexity also varies by category. Toy shoppers prefer broader searches such as "toys on sale", while those looking for automotive products are likely to use lengthier and more detailed queries. Constructor reports that only Christmas rivals Black Friday for a pronounced increase in sale-based searches, with search volume for deals rising two-fold just before the holiday. Throughout the rest of the year, consumers continue to look for discounts, but not at the same levels.

Retail site challenges

The study notes a potential disconnect between how shoppers search for deals and how products are catalogued on retailer websites. Many online shops structure their product information around descriptions rather than sale-related terminology, which may limit their ability to surface relevant results for deal-seeking customers.

"It's good news for retailers when shoppers are on their sites and actively searching for deals, but because product catalogs often aren't coded with sales terms - they're built around item descriptions - retailers need to make sure their sites can connect the dots. If they can't show shoppers the right items in response to deal-seeking queries, shoppers will go elsewhere," said Nate Roy, Strategic Director of Ecommerce Innovation, Constructor.

Roy observed that broad, high-level searches regularly result in conversions around Black Friday, presenting an opportunity for retailers who can effectively match vague queries to relevant discounted products.

"The opportunity, though, is clear. Shoppers have been trained to look for deals, and during Black Friday, we see that training kick in. This is one of the only times all year when vague, high-level queries like 'gifts on sale' frequently convert. The intent is there, even if the query is broad - and if retailers can guide shoppers to what they're looking for, it's a big moment to win them over," said Roy.

Platform traffic data

During Black Friday 2024, Constructor's platform handled 1.73 billion shopping interactions, peaking at 34,000 requests per second. On Cyber Monday, total interactions were 1.39 billion. Constructor has indicated it plans to share findings from Black Friday 2025 following the event.