Black Friday Searches Are Down in the UK: What It Means for Small Businesses

A report covered by PPC Land suggests searches for "Black Friday" in the UK have dropped by around 36% since 2019, based on analysis from Marketing Signals. It doesn't mean shoppers have stopped buying in November. It suggests the way people look for deals is changing, which matters if you plan your marketing around one phrase.

What was reported

According to PPC Land's summary of the Marketing Signals analysis, UK search interest in Black Friday has fallen about 36% compared with 2019. We've seen only the summary, so check the original for the method and the detail.

What might explain it

Search volumes are only one measure, so avoid jumping to conclusions. Possible reasons include:

• Sales start earlier and last longer, so interest spreads across weeks instead of peaking on one day.
• Deals arrive without searching, through email, social media, apps and retailer notifications.
• Shoppers are more sceptical about whether discounts are real.
• People search for products and brands directly, not for the event.

What it means for small businesses

Don't build everything around the phrase

If you've relied on ranking for "Black Friday" terms, spread your effort. People also search for specific products, gifts and categories.

Own your audience

Email and loyalty lists don't depend on search trends. Customers who've chosen to hear from you are more likely to respond. See email marketing for small brands.

Make offers believable

When shoppers doubt discounts, honesty wins. Show clear before and after prices and explain the reason for the offer.

Plan a longer window

Spread activity across November rather than one weekend. Our Black Friday 2026 plan gives a simple timeline.

Target products, not events

Create content and ads around what you sell and who it's for. A well-built product page can attract buyers all year. See our Shopify product page checklist.

What to track

• Which searches bring visitors to your site. Use Search Console.
• Orders by source and the cost of winning them
• Return visits and repeat purchases
• Email sign-ups and what they do next

The takeaway

Shoppers are still spending, but they find deals in more ways. The businesses that do best have loyal customers, clear offers and a brand people trust. Read about brand marketing vs performance marketing to see how both matter.

For help planning your campaign, book a consultation or see our SEO work.