What Did People Buy on Black Friday 2023?

Did Black Friday consumers spend money on different products in 2023? Not really. Electronics, toys, clothing, and beauty products still reign supreme.

We all know by now that 2023’s Black Friday was among the most profitable. Even as consumers question when Black Friday truly begins and ends, consumers still prefer to purchase on the date.

Mary Meisenzahl of Digital Commerce 360 reports that 89% of Cyber 5 (Thanksgiving to Cyber Monday) shoppers made purchases on Black Friday.

So, who were the real winners and losers of Black Friday 2023? Unsurprisingly, electronics and holiday season gifts (particularly toys), clothing, and beauty products were the most in demand.

According to Adobe Analytics, some of the most discounted products for Black Friday were:

  • Toys—28%.
  • Apparel—23%.
  • Televisions—22%.
  • Appliances—19%.
  • Sporting goods—18%.
  • Furniture—16%.

They also added that some of the best-selling items were.

  • KidKraft Playsets.
  • Mini Brands.
  • TVs.
  • Smartwatches.
  • Headphones.

Data collected by Statista told a similar story on what customers were planning to buy this Black Friday and Cyber Monday. Some of the most significant worth highlighting:

  • 78% of men and 62% of women planned to buy electronics.
  • 82.7% of women and 70.3% of men planned to buy clothing and accessories.
  • 52.5% of women and 23% of men planned to buy health and beauty products.

What may have further fueled interest in electronic sales is that electronics are still at historic lows. According to Adobe’s Digital Price Index, electronics are down 11.92% YoY (year-on-year).

Elsewhere, Hannah Fuechtman of NBC News listed the following as some of the bestsellers for Black Friday 2023 (all are electronics):

  • Apple AirTags.
  • Anker Nano Power Bank.
  • Kasa Smart Plug Mini 15A.
  • Nintendo Switch Mario Kart 8 Deluxe Bundle.
  • Apple Watch SE (2023, 2nd Gen).

Interestingly, Nate Delesline of Retail Dive noted that there appears to be a decline in “doorbuster deals at big-box stores.” While retailers maintain that they still have the same deals they always offered on Black Friday, there appears to be a loss in urgency.

Furthermore, it could signify that consumers are more likely to shop online for Black Friday than head to brick-and-mortar stores.

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