Here are the best-selling high-tech products in the black friday week

A 472 million turnover week. That is how much the sales of hi-tech products amounted to in the week of Black Friday, with a growth of 4.9% over 2023. In fact, according to the findings of Foxintelligence, NielsenIQ company leader in e-commerce measurement in Europe, high-tech is confirmed as the most purchased category in Italy, while sales of articles for the home and kitchen such as furniture, furnishings, home electronics have grown compared to last year, taking second place. On the lowest step of the podium we find clothing, down compared to 2023, followed by beauty and and food, both growing. In the consumer electronics segment, the negative trend seen in the last two years when black friday ended with a negative sign was reversed: -2.3% in 2022 and -11% in 2023. Furthermore, the black friday week is confirmed as the most important of the year in terms of turnover and compared to the turnover of the average week for the last year, an increase of +132% was recorded.

During the week of Black Friday, 25 November to 1 December 2024, the most important categories of the consumer technology market including TVs, PCs, smartphones, tablets, wearables, refrigerators, washing machines, hoovers, printers and more showed solid growth in sales. For this product perimeter, a counter value of EUR 472 million was generated during Black Friday 2024. Purchases that this year rewarded traditional shops, which, again according to Foxintelligence data, recorded a growth of +7.2% compared to 2023, while the online channel scored a discreet +1.1%. During the black friday week, internet sales contributed 36% of the total turnover. This trend is part of a general recovery in the tech & durable goods sector that began in July 2024. In fact, the weeks leading up to Black Friday also saw double-digit sales growth. The increasingly early spread of promotions, starting from the beginning of November, spread household purchases over a wider time span, with a particularly noticeable impact on the smartphone and TV categories, which grew strongly in the first weeks of November. A phenomenon that can be interpreted as an increased level of knowledge. In short, customers are increasingly informed and reactive to offers, while retailers are anticipating their promotional strategies to intercept this demand.

Among the best-selling products were small household appliances (+15.7%), home comfort solutions (+10%) as well as IT and office (+10%). The latter experienced a real rebound after the negative performance of the last two years. Undoubtedly, promotions gave a boost to sales - especially for desktop PCs and tablets - contributing to the sector's growth. Large household appliances also performed positively (+5.4%), while consumer electronics (-0.4%) and telephony (-0.3%) remained stable compared to 2023. Looking at the three most important categories in terms of turnover, smartphones (+0.2%) and TVs (-0.6%) performed stable, while laptops grew significantly compared to last year (+8.4%).

There is no shortage of real best sellers compared to the same week in 2023. Food preparation devices such as, for example, food processors, immersion blenders, food mincers and others saw a 52% increase in value. Also very positive were sales of air fryers (+30%), tablets (+27%), stationary air conditioners (+22.5%) and electric toothbrushes (+18.7%). Increased promotional pressure contributed to these results, which stood at 33% of the volumes sold with a price reduction of at least 15%. Desktop PCs were the product with the highest percentage of promotional sales, a good 50%.