For the majority of e-tailers, sales and Black Friday are key periods, with a large percentage of annual sales made on a few days. It is vital to seize these opportunities to boost turnover, clear out remaining stocks and make room for new collections!

This article aims to answer the following questions:

• What are the French looking for during this period?
• Which stores are the most popular on sale day?
• Are the summer sales searched from a phone or computer?
• Which e-tailer will perform best and in which sector?

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Just a little more patience, before moving on to the graphs and the infographics, we will quickly explain the methodology used.

The data :

• The analysis is based on a sample of 25,000 keywords collected from different tools: SmartKeyword, Ranxplorer, Semrush, Google Search Console
• Search volumes are adjusted for the period 16 June - 16 July. This is based on analysis of Google Search Console and Google Trends data, which shows that the vast majority of searches are performed during this period
• In the ranking of e-tailers, we analyse on a weekly basis the 3,000 keywords, which represent 68% of the total demand and which give the main trends by product universe

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Based on this data, we have a comprehensive analysis of both :

• of the demand expressed in Google, in order to understand what the French are looking for: by brand, by type of product, directly from e-tailers, etc.
• and also SERPs linked to the top keywords in order to give you the best performers in terms of brands, products and e-tailers in the categories considered: Fashion, Home, High-Tech and Sport.

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Every week we'll be looking at the evolution of the rankings of the different e-tailers and will inform you of the details every Wednesday until the end of the sales on 27 July.

The Fashion sector (40%) is clearly ahead of the Home (20%) and High-Tech (15%) sectors. It should also be noted that 20% of the total search volume is captured by generic queries such as "Sale date", "2021 Sale", etc.

The summer sales market represents 7.5 million Google searches in the month of June. 17% of the total demand is expressed on the first day of the sales and 20% over the first 3 days.

This year the 4 big winners of the summer sales are :

• Cdiscount in all sectors
• Zalando for the fashionindustry
• Decathlon for the Sportssector
• Goal for the Homesector
• Cdiscount for the High-Techsector

LaRedoute is the most sought-after e-tailer, ahead of Zalando and Cdiscount . We note that the weight of the brand is immensely important in any case, with "free" traffic of notoriety that ensures a very good turnover without even working on SEO!

As for the Top 10 Brands, LaRedoute is very much in demand during the summer sales and logically takes the first place. Serious competitors such as Ikea and Kiabi complete the podium.

Shoes win the competition ahead of Clothing and Furniture. Unlike Black Friday, which is very high-tech oriented, Fashion holds its leadership for the summer sales. However, more and more requests are turning to the Home sector.

The same scenario in the home sector, with Conforama leading the way (10%), followed by But in second place (7.5%). This time, the third-placed Maison du Monde is outpaced (3.5%) by the strong leaders.

The top 1 Ikea (25k search volume) is well ahead of the second placed Françoise Saget (6.8k volume) which is itself ahead of Gifi (6k volume).
The rest of the top is for once quite homogeneous with search volumes between 1k and 5k.

Furniture dominates the ranking with a volume 4 times higher than the runner-up, household appliances, reaching 165k search volume.
Garden products and Linen are just behind with 34k and 20k search volumes respectively.

The High-Tech sector represents 250k of search volume. However, consumers rarely search for a particular e-tailer. They generally search for products. Boulanger is the leader with only 10k search volume and Fnac is second with 4.1k.

Apple products are the most searched for products with over 34k of search volume. Far behind to complete the podium we find Dyson and Samsung products (14k and 10k respectively). As for Black Friday, the American giant is doing well!

Unsurprisingly, telephones are the most searched for products, followed closely by household appliances (around 55k search volume each). Televisions come third with a nice 43k. Computers at the foot of the podium only get 27k of search volume.

Decathlon is the strong leader in the sports sector with more than 25k search volume. Intersport is just behind in second place with 17k, well ahead of Sport 2000 (2.8k) in third place. The duopoly Decathlon and Intersport are the big winners in the sector.

Nike is first in the ranking (15k), just ahead of Asics second with 12k of search volume. Lacoste closes the podium with a nice 8k. A logical ranking in view of the keywords used in the sports sector.

Shoes, as in the Fashion sector, are the most searched for products in the Sports sector (30k search volume). The rest of the ranking is played out in a handkerchief between bikes (15k), sports equipment (11k) and sportswear (10k). The rankings are likely to change in the next few days!

And now the infographic itself! To be shared without moderation 😊 ( Downloadable on our infographic page)