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Black Friday vs. Cyber Monday: The verdict
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Black Friday vs. Cyber Monday: The verdict
As two of the year’s biggest retail events come to a close, Jungle Scout has compiled a list of some of the most anticipated holiday gifts of 2023 to examine sales performance on Black Friday versus Cyber Monday. Using Jungle Scout’s suite of tools, including the Jungle Scout Extension, Keyword Scout, and Jungle Scout Cobalt, we tracked a handful of Amazon best-sellers across various popular categories.
With nearly 20% of consumers planning to shop for the holidays over Thanksgiving, we looked at the performance of trending gifts during this crucial shopping period. We analyzed sales data to determine whether one shopping event, Black Friday or Cyber Monday, generated more sales for these popular gifts.
Despite ongoing worries about inflation, Black Friday 2023 witnessed a remarkable surge in consumer spending, with total sales reaching a staggering $9.8 billion. This represents a significant increase from 2022, with online sales experiencing a nearly 8% jump.
Here’s a closer look at the top 21 best-selling gifts on Amazon during Black Friday 2023, compiled using Jungle Scout data:
Samsung 32-inch LED Smart TV
Despite only an 18% reduction in price, Samsung’s 32-inch LED Smart TV saw a 64% increase in sales on Black Friday and a 42% increase in sales on Cyber Monday.
| Original Price | Sale Price | Units Sold November 17 | Units Sold on Black Friday 2023 | Units Sold November 20 | Units Sold on Cyber Monday 2023 |
| $227.99 | $187.99 (-18%) | 61 | 100 | 76 | 108 |
Arlo Essential Wired Video Doorbell
Arlo’s wired video doorbell saw a dramatic price dip during the Black Friday & Cyber Monday event — nearly 50%! And it seems to have made an impact, as the product sold 47% more for Black Friday and 17% more for Cyber Monday compared to the same days of the previous week.
| Original Price | Sale Price | Units Sold November 17 | Units Sold on Black Friday 2023 | Units Sold November 20 | Units Sold on Cyber Monday 2023 |
| $149.99 | $78.74 (-48%) | 94 | 138 | 78 | 91 |
JBL Wireless Headphones
TBL wireless headphones also saw a price reduction of nearly 50%, but this time the reduction seems to have had very little impact. Unit sales decreased nearly 12% compared to the previous week on Black Friday, and remained constant on Cyber Monday.
| Original Price | Sale Price | Units Sold November 17 | Units Sold on Black Friday 2023 | Units Sold November 20 | Units Sold on Cyber Monday 2023 |
| $49.95 | $24.95 (-48%) | 935 | 825 | 864 | 864 |
Bedsure Satin Pillowcase
Bedsure’s satin pillowcase was discounted to a low $5.57 over Black Friday and Cyber Monday, leading to two polarizing shifts — a 21% increase in sales on Black Friday and a 40% drop in sales for Cyber Monday.
| Original Price | Sale Price | Units Sold November 17 | Units Sold on Black Friday 2023 | Units Sold November 20 | Units Sold on Cyber Monday 2023 |
| $11.69 | $5.57 (-52%) | 4,388 | 5,325 | 7,996 | 4,777 |
CAROTE 11pcs Pots and Pans Set
Catore’s 11-piece pots and pans set saw a 50% decrease in price over the course of the weekend, and it paid off notably on Black Friday, where unit sales increased by 106%, and by nearly 1,000 sales! The trend did not continue into Cyber Monday, however, when sales dropped 33% compared to the week before.
| Original Price | Sale Price | Units Sold November 17 | Units Sold on Black Friday 2023 | Units Sold November 20 | Units Sold on Cyber Monday 2023 |
| $139.99 | $69.99 (-50%) | 890 | 1,841 | 1,615 | 1,086 |
Alpha Grillers Meat Thermometer
The Alpha Grillers Instant Read Meat Thermometer dropped its price 36% to $12.78 over the weekend event, and saw an upswing on Black Friday — +9% sales compared to the previous week. On Cyber Monday, the trend went the other way, with 40% fewer sales compared to the previous Monday.
| Original Price | Sale Price | Units Sold November 17 | Units Sold on Black Friday 2023 | Units Sold November 20 | Units Sold on Cyber Monday 2023 |
| $19.99 | $12.78 (-36%) | 2,541 | 2,778 | 3,643 | 2,218 |
Dearfoams Slippers
Dearfoams’s slippers dropped nearly 50% over the Black Friday event and saw a significant return in investment — +358% sales from the previous Friday! Over Cyber Monday, sales dipped slightly, dropping by about 12% from the Monday before.
| Original Price | Sale Price | Units Sold November 17 | Units Sold on Black Friday 2023 | Units Sold November 20 | Units Sold on Cyber Monday 2023 |
| $48.00 | $25.24 (-47%) | 527 | 2,414 | 1,648 | 1,476 |
Hair Straightener Brush
This straightener brush saw a huge increase in price on Black Friday — 500%! In the battle of Black Friday vs Cyber Monday, this product is firmly in the “Black Friday” category, as product sales declined 58% for the following Cyber Monday.
| Original Price | Sale Price | Units Sold November 17 | Units Sold on Black Friday 2023 | Units Sold November 20 | Units Sold on Cyber Monday 2023 |
| $59.99 | $37.48 (-38%) | 613 | 3,676 | 5,118 | 2,242 |
Clean Skin Club Clean Towels
These towels were discounted 25% over Black Friday and Cyber Monday, but still saw decreases in sales for both events. On Black Friday, sales were down 31%, and on Cyber Monday they dipped 20%.
| Original Price | Sale Price | Units Sold November 17 | Units Sold on Black Friday 2023 | Units Sold November 20 | Units Sold on Cyber Monday 2023 |
| $17.95 | $13.46 (-25%) | 4,357 | 3,024 | 4,690 | 3,767 |
Cocktail Smoker Kit
This cocktail smoker kit was not on sale on Cyber Monday but was discounted for Black Friday, and the stats seem to reflect this decision — a 27% increase in sales for Black Friday and a 44% decrease on Cyber Monday.
| Original Price | Sale Price | Units Sold November 17 | Units Sold on Black Friday 2023 | Units Sold November 20 | Units Sold on Cyber Monday 2023 |
| $45.99 | $45.99 (-0%) | 489 | 622 | 598 | 340 |
Wise Owl Outfitters Camping Hammock
After a 43% decrease in price, this camping hammock soared into prominence over the weekend, with a 157% increase in price for Black Friday and a 59% increase on Cyber Monday!
| Original Price | Sale Price | Units Sold November 17 | Units Sold on Black Friday 2023 | Units Sold November 20 | Units Sold on Cyber Monday 2023 |
| $34.95 | $19.98 (-43%) | 247 | 636 | 348 | 555 |
SANSI Grow Lights for Indoor Plants
These indoor plant lights decreased 40% in price over the weekend, and saw increases in sales all weekend long — +100% on Friday and +172% on Monday!
| Original Price | Sale Price | Units Sold November 17 | Units Sold on Black Friday 2023 | Units Sold November 20 | Units Sold on Cyber Monday 2023 |
| $19.99 | $11.99 (-40%) | 302 | 603 | 266 | 723 |
Clay Beads Bracelet Making Kit
This beads kit dropped in price significantly over the weekend, and interestingly saw a decrease in sales over Black Friday (-15%), and an increase on Cyber Monday (+47%) — unlike many other products on this list!
| Original Price | Sale Price | Units Sold November 17 | Units Sold on Black Friday 2023 | Units Sold November 20 | Units Sold on Cyber Monday 2023 |
| $19.99 | 7.99 (-60%) | 1,541 | 1,316 | 1,174 | 1,720 |
Grabie Watercolor Paint Set
These watercolors performed very well on Black Friday and Cyber Monday, following a 55% reduction in price with sales increases of 572% and 180% respectively.
| Original Price | Sale Price | Units Sold November 17 | Units Sold on Black Friday 2023 | Units Sold November 20 | Units Sold on Cyber Monday 2023 |
| $49.99 | $22.67 (-55%) | 66 | 444 | 88 | 246 |
Taco Cat Goat Cheese Pizza
This popular game didn’t need a huge discount to do well on Black Friday, increasing sales by 120% following a 20% sale. Despite this, sales were down 11% on Cyber Monday compared to the previous Monday.
| Original Price | Sale Price | Units Sold November 17 | Units Sold on Black Friday 2023 | Units Sold November 20 | Units Sold on Cyber Monday 2023 |
| $9.99 | $7.95 (-20%) | 1,157 | 2,543 | 2,961 | 2,644 |
The Elf on the Shelf
The Elf on the Shelf returns! This gift idea was only discounted a little bit for this weekend, and its sales shifts were similarly small — +12% on Black Friday vs Cyber Monday’s decrease of 11%.
| Original Price | Sale Price | Units Sold November 17 | Units Sold on Black Friday 2023 | Units Sold November 20 | Units Sold on Cyber Monday 2023 |
| $32.95 | $29.12 (-12%) | 2,280 | 2,543 | 2,961 | 2,644 |
Furby
Following a 30% discount, Furby lost sales on Black Friday (-14%) and gained them on Cyber Monday (+29%).
| Original Price | Sale Price | Units Sold November 17 | Units Sold on Black Friday 2023 | Units Sold November 20 | Units Sold on Cyber Monday 2023 |
| $69.99 | $48.00 (-30%) | 1,393 | 1,204 | 1,483 | 1,915 |
TEMI Dinosaur Truck Toys
These dinosaur truck toys are a great opportunity for Christmas gifts, and consumers delivered — sales increased by 175% on Black Friday and 176% on Cyber Monday.
| Original Price | Sale Price | Units Sold November 17 | Units Sold on Black Friday 2023 | Units Sold November 20 | Units Sold on Cyber Monday 2023 |
| $49.99 | $36.99 (-26%) | 605 | 1,663 | 756 | 2,093 |
Bowflex SelectTech 552 Adjustable Dumbbells
These dumbbells saw huge increases on Black Friday — +720% in sales for only a 19% discount! Sales fell 47% on Cyber Monday, compared to the previous week.
| Original Price | Sale Price | Units Sold November 17 | Units Sold on Black Friday 2023 | Units Sold November 20 | Units Sold on Cyber Monday 2023 |
| $429.00 | $349.00 (-19%) | 94 | 771 | 832 | 445 |
GlowCity Glow in The Dark Football
This glow-in-the-dark football saw increases in sales for both days of the Black Friday/Cyber Monday event — +15% on the Friday and +63% on the Monday.
| Original Price | Sale Price | Units Sold November 17 | Units Sold on Black Friday 2023 | Units Sold November 20 | Units Sold on Cyber Monday 2023 |
| $29.99 | $18.90 (-37%) | 912 | 1,053 | 771 | 1,253 |
YETI Rambler
The Yeti Rambler increased its sales by 240% on Black Friday this year. Interestingly, this matched the number of units sold the Monday before Black Friday, which led to a 48% decrease in sales on Cyber Monday.
| Original Price | Sale Price | Units Sold November 17 | Units Sold on Black Friday 2023 | Units Sold November 20 | Units Sold on Cyber Monday 2023 |
| $30.00 | $21.00 (-30%) | 832 | 2,829 | 2,829 | 1,465 |
Black Friday vs. Cyber Monday: The verdict
It was yet another successful Black Friday and Cyber Monday, with ecommerce dominating both sales events. However, in terms of which event performed better, this year proved to be more of a mixed bag. As the “holiday creep” extends its reach earlier each year, consumers are increasingly seeking deals well before Black Friday and Cyber Monday.
We observed instances where unit sales before Black Friday and Cyber Monday exceeded those on the actual event days, with Cyber Monday showing this trend more notably. Consider this hair straightener brush, which saw 128% more sales on the Monday before Cyber Monday. Similarly, these Bedsure satin pillowcases recorded 7,996 sales the Monday before Cyber Monday, surpassing the 4,777 sales on Cyber Monday itself.
Black Friday generally outperforms Cyber Monday, but only slightly, and it may be category-specific. Toys & Games and Electronics are favored on Cyber Monday, while Patio, Lawn & Garden, Beauty & Personal Care, and Clothing & Accessories are sought after on Black Friday.
Sellers should have a defined advertising and marketing plan for Black Friday and Cyber Monday to maximize awareness for both events. Recognizing that consumers begin searching for deals in the week leading up to these events, sellers might consider extending promotions beforehand to capture the attention of early holiday shoppers.
READ MORE | Amazon Holiday Preparedness Guide
If Black Friday and Cyber Monday were any indication of the holiday shopping season, ecommerce will continue to be the most popular place for everyone on your wishlist.
How was your experience this Black Friday and Cyber Monday? Let us know in the comments below!
If you’re an Amazon seller, don’t forget to check out our holiday preparedness guide to ensure you’re set up for success this holiday season!
Cathryn Hurdle is a public relations specialist and consumer insights expert who helps promote Jungle Scout in print and digital media. She lives in Ontario, Canada (“Go Raptors!”) with her tuxedo cat, Frankie. When she isn’t working, she enjoys thriller novels, good food (“this is the way to my heart”), ‘70s music, and podcasts.
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