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 is intended 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 winter sales searched from a phone or computer?
• Which e-tailer will perform best and in which sector?

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 various tools: Ranxplorer, Semrush, SmartKeyword, Google Search Console
• Search volumes are adjusted for the period 10 January - 16 February. 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 2500 keywords, which represent 70% of the total demand and which give the main trends by product universe

Basedon 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-traders in the categories considered: Fashion, Home, High-Tech, etc. We will study the evolution of the rankings of the different e-tailers every week and will inform you of the details every Thursday until the end of the sales on February 16th.

The Fashion sector (36%) is clearly ahead of the Home (15.4%) and High-Tech (13.9%) 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 Black Friday market represents 12 million Google searches in the month of January. 10% of the total demand is expressed on the first day of the sale and 20% over the first 3 days.

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

• Cdiscount in all sectors
• Zalando for the fashionindustry
• Decathlon for the Sportssector
• Conforama for the Homesector

Cdiscount is the most sought-after e-tailer, ahead of Zalando and LaRedoute . 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 its SEO!

In the Top 10 Brands, Nike is very popular during the winter sales and logically takes the first place. Serious competitors such as Apple and LaRedoute 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 yesterday's sales. However, more and more requests are turning to the Home sector.

The same scenario in the home sector, with Conforama leading the way (22.07%), followed by But in second place (21.8%). This time the third-placed company is outpaced (9.2%) by the strong leaders.

The top 1 Ikea (160k search volume) is well ahead of the second placed Conforama (87k volume) which is itself well ahead of Maison du monde (42k volume).
The rest of the top is, for once, fairly homogenous with search volumes ranging from 12k to 40k.

Furniture dominates the ranking with twice the volume of its runner-up 'Sofa' to reach 406k of search volume.
Household appliances and Garden products are far behind at around 86k and 54k search volumes.

The High-Tech sector represents 1M1 of search volume. However, consumers rarely search for a particular e-tailer. They generally search for products. Boulanger is the leader with only 46k search volume and Fnac is second with 16k.

Apple products are the most searched for products with over 200k search volume. Far behind to complete the podium we find Dyson and Samsung products (69k and 49k 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 300k search volume each). Televisions are third with a nice 200k. Computers at the foot of the podium already have only 100k of search volume.

Decathlon is the strong leader in the sports sector with more than 50k of search volume. Intersport just behind in second place with 41k is well ahead of Courir (18k) in third place. The duopoly Decathlon and Intersport are the big winners in the sports sector.

Intersport came first in the ranking (43k), well ahead of Nike with 16k search volume. Sport 2000 closes the podium with a nice 9.5k. A logical ranking in view of the keywords used in the Sport sector.

As with the Fashion sector,Shoes is the most searched for product in Sport (90k search volume). The rest of the ranking is played out in a handkerchief between Sportswear (32k), Bikes (25k) and Sports Equipment (23k). The rankings are likely to change during the sales!

And now the infographic itself! To be shared without moderation :) :