When it comes to Black Friday and Cyber Monday, the winners aren’t just the brands that rack up sales; they’re the ones that capture attention, drive conversation, and leave a lasting impression.
In 2024, Pixability’s YouTube Insights revealed how shoppers used video to plan and validate purchases throughout the season. Meanwhile, YouGov’s BrandIndex tracked which brands earned the highest “Buzz scores,” asking consumers whether they had heard something positive or negative about a brand in the past two weeks. And DAIVID’s creative testing platform analyzed how Amazon and Walmart’s humor-driven campaigns performed.
Together, these data sources provide a 360-degree view of who won last year – and what lessons marketers should take into 2025.
What Pixability’s Insights Tell Us About Black Friday 2024
Pixability’s YouTube Insights provide a valuable lens on what drove consumer behavior last season – and what will matter in 2025.
In a direct email, Matt Duffy, the CMO of Pixability, told me on Sept. 18, 2025, “YouTube searches that spike the most on Black Friday are tech-related products, but in terms of consumption patterns, the real winners are home-related channels – where people are likely watching reviews of bigger-ticket items like couches or even how to put a deck on your house.”
Duffy also shared original research directly with me that showed on Black Friday itself (Nov. 29, 2024), searches for popular products spiked compared to the seasonal average:
- Dyson Airwrap: up 132%.
- AirPods Pro: up 100%.
- Nespresso Vertuo: up 92%.
- Smart TVs: up 73%.
- Madden NFL 25: up 42%.
But the bigger story was how far in advance shoppers began preparing. In November, views of product-related content like gift guides, reviews, and hauls were nearly 19% higher than the rest of 2024. By October, those same videos were already up 26% compared to the first nine months of the year.
Duffy added, “The uptick in product interest accelerates as early as October, with views on videos that inform purchase decisions up 26.3% compared to the first nine months of the year.”
Category-specific growth was also revealing:
- Home content: up 91% in October, 62% in November.
- Tech content: up 26% in October, 8% in November.
- Fashion content: up 17% in October, 8% in November.
The surge in home-related content suggests shoppers are increasingly using Black Friday to make bigger lifestyle investments, not just splurge on gadgets.
Retailers benefited as well. For example, Best Buy-related content saw an 18% jump in November, reflecting how brand-specific searches converged with shopping intent.
The takeaway? Winning Black Friday begins long before Black Friday. Brands that resonate are the ones that show up early, align with categories people are actively researching, and create the kind of content – reviews, guides, tutorials – that helps consumers feel confident about their choices.
Duffy concluded, “Views on videos that inform purchase…
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