Fashion brands set to overtake tech ones in Black Friday 2021, analysis reveals

A market analysis carried out by online search company, MediaVision, found that the UK’s premier electronics and tech brands will be overtaken by fashion brands in Black Friday 2021.

MediaVision used the Digital Demand Tracker tool that analyses search data from AdWords and Google Trend to extrapolate likely terms, volumes and trends for the period of November to December 20201. This was based on the past four months of online searches as well as Black Friday search patterns over the past three years. The results show that search volumes for ‘Apple’ are predicted to fall by 13.8%, while searches for ‘Currys PC World’ are set to drop by 22.8%.

Louis Venter, CEO at MediaVision, says, “Last year saw a massive increase in demand for home-working and leisure technology on Black Friday and it looks like 2021 will see a correction. Many of us have already bought our game consoles, smartphones and tablets and aren’t on the lookout for a new one."

By comparison to the consumer electronics brands, which also includes Xbox and PlayStation, MediaVision forecasts that searches for up-and-coming fashion brands like women’s clothing ones, Lavish Alice (search volumes predicted up by 223%), and ‘Phase Eight’ (up by 121%), will soar.

“Lessening restrictions and a return to the office means we’ll be seeing more interest in clothes for outside the home, both workwear and party attire. It’s set to be an exciting time for the UK fashion industry after 18 challenging months,” Venter says.

High street fashion brands Next (up 14.3%) and Zara (up 36.7%) are also predicted to see search volumes rise, although 'pandemic success story' Boohoo (down 21.8%) is set to see less interest than in 2020.

Whilst there has been a boom of e/commerce business between 1 April 2020 and 31st July 2021, which explain the rise of fashion brands, other older retail giants like Amazon are predicted to see a decline in Black Friday demand this year. Potential reasons include a more competitive and saturated market, shopper hesitancy, complexities around product availability, the delivery driver drought and logistical issues. There is also growing sentiment among shoppers to support local and smaller online retailers post-pandemic, with a big focus on sustainability, reduced packaging and buying from independents.