Black Friday searches hit 33.5bn as shoppers favour value & pets
Search activity on Algolia's platform during the Black Friday to Cyber Monday period reached 33.5 billion queries this year, marking a 13% increase compared to last year. Across November, volumes rose 61% to a total of 184 billion queries. The data reflects a broader trend of shoppers starting their discount searches earlier and continuing them well beyond the traditional weekend.
Category shifts
Among consumer categories, pet products recorded the largest increase with searches jumping 81% compared with the previous year. Apparel and fashion searches were up 51%, indicating renewed demand in wardrobe spending. Health and wellness also rose by 41% as consumers showed a heightened focus on self-care and practical purchases. In contrast, luxury goods searches fell 49% after a notable surge the previous year, suggesting a shift in purchasing priorities among shoppers.
Black Friday surge
Black Friday itself accounted for 9.3 billion searches, representing a 40% year-on-year increase. The rise in search volumes came as retailers launched promotional periods earlier, driving significant traffic spikes throughout November. Data showed a peak of nearly 119,680 queries per second on Black Friday, with only a marginally lower peak the week before as early deals gained traction.
Changing consumer focus
Algolia's data highlights a trend towards more deliberate and value-driven consumer behaviour, particularly in a climate of cautious spending. Shoppers appeared to focus on products for daily life, comfort, and personal wellness. Home goods searches increased by 16%, suggesting steady investment in living spaces. However, pet products saw the most dramatic rise, as shoppers continue to treat pets as central members of their households.
AI's growing role
The way consumers shop is evolving alongside their priorities. According to an Algolia survey of 1,000 US adults, almost half of respondents now use generative AI tools such as Perplexity and ChatGPT to inform purchase decisions, read product reviews, and find deals. While only 23% are currently prepared to make purchases directly within AI-powered tools, this figure may rise as such technologies develop integrated shopping and transaction features.
Search reliability
Maintaining fast search performance proved essential throughout the busiest shopping days. Algolia reported greater than 99.999% availability across its platform, avoiding delays that could impact user experience and retailer sales. Speed and search relevance remain fundamental as consumers expect immediate and accurate results to support their purchasing decisions.
Shopper expectations
Survey results also reveal evolving expectations around retailer use of technology and data ethics. Seventy-two percent of respondents indicated that ethical AI practices would influence their choice of where to shop in the future, highlighting growing consumer interest in responsible technology deployment.
"Taken together, the data reveals a market recalibrating: consumers aren't pulling back, they're simply choosing differently. They're prioritizing value, longevity, wellness, and the things (and pets) that bring daily joy," said Bernadette Nixon, Chief Executive Officer, Algolia.
