With Black Friday just around the corner, data analysis of online search-for terms used by UK consumers across multiple websites reveals some of the top items likely to be high in demand this weekend.

Research by e-commerce marketing company Criteo on the country’s most searched-for items in the run up to the annual seasonal event has found laptops to be the most searched-for term this Black Friday.

Meanwhile, queries for home goods and appliances, including refrigerators, washing machines and televisions are on the top of shoppers’ lists, accounting for 15 of the top 25 most searched terms ahead of retail sales.

Brands make the list

When it came to a look at which brands are appearing in searches most frequently, names included Peppa Pig, My Little Pony, Nintendo Switch and Lego all made it in the top 25 most searched-for terms.

In the Toys & Gaming category, Peppa Pig held in the number one spot as the most-searched toy this holiday season, followed by My Little Poney and the Nintendo Switch.

“The browsing data gives an indication as to what this year’s most popular items will be not only over the Black Friday weekend but in the run up to Christmas,” commented John Gillan, managing director at Criteo for the UK and Northern Europe.

UK shoppers are becoming more keen to jump on sales ahead of Christmas with advent calendars coming out on top for seasonal search items. Christmas trees also made it in the top 25 most searched-for terms, as you might expect just four weeks out from the holiday itself.

In the midst of sales season, these findings indicate the important for retailers to ensure they offer suitable services to maximise early sales.

“Early browsers can turn into early buyers and retailers must prepare for the sales spike. Pre-sales discounts, strong product pages and a variety of delivery options can all convince a researching shopper to lock-in their purchase.” Gillan concluded.