MediaPost: Brand Fanatics, Loyalists Search On Same Brand One Dozen Times In A Month

Searches for Black Friday spiked 31 days prior to the official kickoff this weekend — more than 18 days earlier than 2018, according to recent data.

Captify has logged about 72.3 million Black Friday searches and 27.2 million unique users searching for the term.

This year, so far, more than 46% of Black Friday searches were brand-specific — up three times more compared with last year, as shoppers seem to know the types of products they want before brands and retailers announce deals.

Captify collected the data from Oct. 1 through Nov. 30, 2018, and then Oct. 1 – Nov. 21, 2019, from 41 billion monthly searches the company captured across premium publishers.

Interestingly, the data identifies two key types of consumers searching for Black Friday-related items. Super Searchers, the brand fanatics and loyalists who searched on the same brand name more than 12 times from October through November 2019.

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