What are people buying on Black Friday 2023?
November 17th, 2023, Hoang Nguyen

What are people buying on Black Friday 2023?

Heading into Black Friday this year, 43% of consumers in the US are gearing up to snag deals and discounts on a vast array of products.

New data from YouGov reveals what types of things people intend to buy this year, and the top product categories reflect people’s desires to refresh their wardrobe, upgrade tech gadgets, enhance their living spaces and complete their holiday shopping.

Let’s look at what people want to buy during Black Friday.

Fashion items

Close to half (47%) of people who plan to participate in Black Friday deals (i.e., Black Friday shoppers) want to buy clothes, shoes or accessories this year. This is the top category among all Black Friday shoppers.

Toys and games

Three in 10 (29%) Black Friday Shoppers are planning to buy toys or games (excluding videogames/consoles) during the shopping holiday this year. This category is especially popular among parents of children under the age of 18, with 41% saying they’ll buy toys or games during Black Friday.

Mobile phones, tablets, laptops and smartwatches

Higher-priced electronics such as smartphones, laptops and smartwatches are of strong consumer interest during Black Friday. More than a quarter (28%) of Black Friday shoppers intend to shop for this product category.

Several mobile service providers and retailers are already offering deals on the newly released iPhone 15 for Black Friday, and it will be interesting to see how many consumers choose to buy them during this period.

Read more about how many people are considering upgrading or switching to the Apple iPhone 15


Video games and consoles are another hot category among Black Friday shoppers (27%). Consumer interest rises to 38% among 18-34s and 36% of parents of children under the age of 18.

Consumers who play video games (either on PC, console or both) are unsurprisingly drawn to this category, with slightly more than a third (34%) saying they plan to buy video games or consoles during Black Friday.

Health and beauty products

Personal care items are also popular commodities during Black Friday 2023, especially among women. A quarter (26%) of Black Friday shoppers say they’ll be purchasing from this category on Black Friday, rising to 35% among women.

Home essentials

Many Black Friday shoppers will be on the lookout for deals on home essentials such as kitchen/home appliances (22%), homeware (21%) and furniture/outdoor living items (16%).


YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences. This study was conducted online between October 16-18th, 2023, with a representative sample of 1,199 adults (aged 18+ years) in the United States, using a questionnaire designed by YouGov. Learn more about YouGov Surveys: Serviced.