Google Trends data shows that search interest in Black Friday was 30% higher over the past three months than during the same period last year.
Searches range from questions about the date of the event to specific products, brands and retailers, offering an early indication of consumer interest ahead of the annual shopping season.
For retailers, the trend highlights the importance of engaging customers before promotions begin, as shoppers increasingly research their options before visiting stores or adding products to online baskets.
Black Friday, which falls on 27 November in 2026, has evolved beyond a single day of queues, promotions and impulse purchases.
The growth of extended promotional periods, often referred to as Black November, gives consumers more time to research products, compare prices and decide where to spend their money.
With value remaining central to household purchasing decisions, the weeks leading up to Black Friday have become an increasingly important part of the retail calendar. Consumers are weighing up what they need, what they can afford and whether to buy immediately or wait for a deal.
“Black Friday is no longer only about what happens on the day. Customers are researching earlier, comparing their options and thinking carefully about where they can get the best value for their budgets,” says Charmagne Mazhindu, Massmart marketing vice-president.
For Massmart, which operates retailers including Makro, Game and Builders, understanding this extended consideration period is important to its approach to the promotional season.
“Makro and Game, in particular, are among the most-searched retailers for Black Friday. That means we need to be relevant throughout the shopping journey, not simply when the promotion starts,” adds Mazhindu.
Product-specific search queries offer further insight into what shoppers are researching ahead of the sales period. Searches including “PS5 Black Friday”, “Black Friday PS5” and “PS5 price” feature alongside queries for various iPhone models, iPhone Black Friday deals and premium clothing brands.
The search activity points to interest across several product categories, from technology and gaming to fashion. These purchases can involve considerable research, with consumers comparing prices, models and retailers before making a decision.
For retailers, this places greater emphasis on product visibility, accessible information and competitive pricing throughout the shopping journey.
While promotions remain important, shoppers also need to understand what is available, how prices compare and where they can find value across both everyday essentials and higher-value purchases.
“Customers have more information at their fingertips than ever before, and they are using it,” says Mazhindu. “Our focus is therefore on making it easier for customers to plan, compare and ultimately make purchasing decisions that work for their households and budgets.”
As Black Friday approaches, the rise in search interest provides an early indicator of consumer attention. For retailers, the challenge is to translate that interest into sales by reaching shoppers during the research phase, offering relevant promotions and demonstrating value before the peak trading period begins.
