EAGLE EYE – BI
Black Friday 2025
As we approach Black Friday 2025 (falling on 28 November this year), the IT channel is already signalling a strong run-up. Searches are up markedly for several key categories: especially in smartwatches (45.47% growth), meeting room displays (45.39% growth), gaming controllers (40.06% growth) and TVs (15.96% growth) as companies prepare for the rush, seeding demand early, positioning equipment ahead of December and aligning stock and promos accordingly.
Black Friday in the UK has matured beyond a one-day event into a multi- week trading window; consumers research early, wait for deals and compare channels. For instance, in 2024 Brits spent £1.12 billion online on Black Friday itself, up 7.2% year-on-year, according to market research at Reuters. Meanwhile, UK retail data shows shoppers held off discretionary buys in October 2025 in anticipation of bigger deals during Black Friday. Resellers and vendors are launching deals earlier than ever, often starting
promotions in early November, to capture shoppers who now research weeks in advance. Meanwhile, omnichannel execution , ensuring a seamless journey between online stores, partner portals, and physical retail, is becoming essential to maintain visibility and trust during the surge. Most importantly, this year’s winning formula isn’t about who cuts the deepest on price; it’s about delivering value through bundles, extended warranties, trade-in offers and exclusive channel services that build loyalty beyond the flash sale.
Wickus Bester, B2B channel analyst S tock in the Channel
Creating data-driven market intelligence reports in over 20 IT categories. Using analytical metrics based on search data, stock levels and implied sales, we see trends as they flow through the channel, and spot opportunities on the horizon.
5.14%
Top performing brands in the channel (by total searches) in the lead up to Black Friday
6.14%
18.66%
6.5%
Data is reflective of brands listed on Stock in the Channel in the lead up to Black Friday 28 Nov
7.13%
Brand HP
ASUS Samsung Logitech Ubiquiti Microsoft
Lenovo DELL Apple HPE
7.52%
17.12%
7.58%
For more market intelligence on any IT category email: BI@stockinthechannel.com
15%
9.22%
6362
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