| Nov 24, 2018

First Look at Black Friday 2018


TVs and DVDs and Socks— oh my! Black Friday 2018 has come and gone, but the holiday shopping season is just beginning. We took a look at 50,000+ receipts submitted by our panelists between Thanksgiving night and Black Friday to find the most popular items across retailers. Unsurprisingly, doorbusters like TVs and electronics topped the list, accompanied by smaller goodies like socks, DVDs and pillows. 


Taking a closer look at Walmart’s top items, ranked by unit sales, we saw many similarities to years past. Dickies socks, Rubbermaid storage containers and Onn charging cords all made repeat appearances in the Top 10, proving themselves as Black Friday favorites. 


About the Data
More than 400,000 Americans snap pictures of their shopping receipts via Numerator’s mobile apps, which gives us a view of 1 in every 360 shopping trips made across the country. The first 50,000 receipts reported from trips to Walmart & other top retailers on Thanksgiving night and Black Friday were analyzed to provide a quick read on this year’s hottest items.

Throughout the 2018 holiday shopping season, our team of researchers will be analyzing real-time data from millions of omnichannel shopping trips. Powered by the InfoScout OmniPanel, this data is mapped to shopper profile data, instantly triggered surveys and more to provide the richest set of shopper insights available. Check out ongoing Holiday insights at our Holiday Hub!

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