Black Friday 2023: Top performing sectors and insights

Which sectors were the strongest — and most surprising — performers in this year’s shopping event? Thoughtmix has the data and breaks down the insights from Black Friday 2023.

Black Friday 2023 came and went with a whirlwind of deals, leaving us with intriguing data revealing the strongest and weakest performers across the board. Let’s have a look at this year’s shopping frenzy insights by sector.

Footwear strides ahead

Footwear stood out as the indisputable champion among sectors, showcasing remarkable growth compared to Black Friday 2022. The top performing brands in this category demonstrated a noteworthy gross change in revenue ranging from 48% to an impressive 383%. It appears that consumers were stepping up their style preferences, positioning footwear as the leading sector in our compiled data.

Fashion and Home & Garden stand their ground

Fashion and Home & Garden retained their strong appeal to consumers, although fashion fell slightly short of the expected surge, showing only a 2% growth. The Awin performance tracker echoed a similar sentiment, with a mere 4% increase in Black Friday compared to previous years. These sectors still command attention but experienced a tempered boost this year.

Travel and Entertainment triumph as powerhouses of Black Friday 2023

Unsurprisingly, Travel and Entertainment continued to dominate, marking a substantial year-on-year increase in Black Friday sales. Both sectors soared by an impressive 134%, matching the trends observed from network data. Whether planning a holiday or seeking entertainment, consumers showed a keen interest in these brands’ Black Friday sales.

Computing takes a downturn

Contrary to expectations, Computing witnessed a decline year-on-year, and Awin sectors noted a similar trend in Electronics. This may indicate that the big-ticket electronic items have felt the impact of the prevailing cost of living concerns that shaped consumer sentiments throughout 2023.

Services face a decline

Services, including Finance, experienced a notable decline compared to previous Black Fridays. This aligns with the broader trend observed throughout the year, indicating a shift in consumer focus and spending patterns.

Smoking alternatives are on the rise

In an unexpected turn, smoking alternative products emerged as a rising star with an impressive 86% revenue increase compared to previous Black Fridays. This surge suggests a growing interest in these products, catching us by surprise in this year’s shopping landscape.

Black Friday 2023 showcased diverse consumer behaviours, with winners celebrating unprecedented growth and others needing to recalibrate their strategies. What does this mean for your brand? Learn more about what our affiliate marketing experts can do for you—unleash the full potential of your brand with strategic insights and tailored solutions.