Black Friday Top Sellers – Brand Equity Trumps Affordability

While Thanksgiving Day has been gaining steam as a legitimate calendar contender, Black Friday is still widely recognized as retail’s biggest day.  This year’s Friday shoppers brought their brand preferences with them to the stores, and the line defining the weekend’s top performing products shifted away from economy brands and toward trusted items.

Products from companies with lower brand equity, like Emerson and RCA, lost momentum on Black Friday after showing promising early sales indicators on Thanksgiving Day.  Apple, with a brand rating of 9.5/10 and remarkably positive sentiment to its credit, gained a significant share of sales across all retailers.

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How did one company manage to get four of its products in the Black Friday top ten?  To what extent can brands with higher equity rely more heavily on customer loyalty than on reduced prices?  Should economy brands consider investing in their image to help offset the need to sell so many items to make up for lower margins?  As is the case with most worthwhile data, more answers yield more questions.  Find out more about how InfoScout’s unique approach to shopper insights makes brands better marketers.

Data methodology:
InfoScout panelists submitted 180k+ receipts over the course of Black Friday. The data includes purchases at all major retailers including Walmart, Target, Best Buy, Costco, Macy’s, JC Penney, Kohl’s, GameStop, RadioShack, and others.  For more information related to our data and panel representation, visit our data page.