When it comes to the Black Friday sales, there are inevitably some winners and some losers. Brands across all sectors battle it out over the Black Friday weekend (including Cyber Monday) and it can all start to get a bit competitive with each business fighting for customers’ attention. 

Black Friday is known for being the biggest sale weekend of the year, and 2020 shouldn’t be any different.


Across the UK, customers are predicted to have spent around £6 billion on Black Friday this year—that’s an increase of £400 million on 2019’s estimated figure of £5.6 billion. This is hardly surprising, given that this year, we’ve turned to shopping as a leisure activity more than ever before, (especially during lockdowns in which we haven’t been able to do very much else). 

With shoppers everywhere eager to bag a Black Friday bargain, brands have had to start early with their sale promotions and pull out all the stops. In Europe, the fashion industry often tops the Black Friday charts. In France and the Netherlands, fashion is the top category for Black Friday sales, with in coming in at number two in Germany and the UK. But which brands are leading the way?

Black Friday fashion winners

As we inch ever closer to the big weekend itself, we can already detect who the clear fashion industry winners of Black Friday 2020 are going to be. By analysing Google search trend data, we’ve been able to see which clothing and accessory companies have captured customers’ interest. For example, the term “Furla Black Friday sale” rocketed by 900 per cent between March and May this year, spelling exciting things for the womenswear brand come November 27th. 

The following five brands are predicted to dominate the sales in the fashion industry, as they have cultivated a huge amount of customer interest on the lead up to the 27th. 

Without further ado, we can announce that the top fashion brands customers will be searching for this Black Friday will be…


Between September 2019 and September 2020, searches for the phrase “GAP Black Friday sale” increased dramatically (by 233.33%) The iconic brand is set to take the Black Friday weekend by storm, with customers eagerly looking out for discounts on items such as the classic GAP hoodie and other pieces of women’s sportswear

Jimmy Choo

With the same rate of increase (233.33%) we have Jimmy Choo. If you’re hoping to get your hands on some discounted trademark Jimmy Choo over-sized designer sunglasses, or perhaps some dramatic pointy toe stilettos, start looking into the Black Friday deals today. 

G Star black 

Another brand that’s already on the way to Black Friday success is G Star. Year-on-year, Google search interest in this clothing brand has accelerated by 200% and shoppers are clearly trying to get ahead of the game in bagging a discounted pair of classic G Star jeans this year. 


Also up by 200% this September compared to last, we have Swatch, with the term “Swatch Black Friday sale” being searched more than ever. Designer watches have long seen Black Friday success, and it looks as if 2020 won’t be any different. 

Tom Ford 

The final predicted superstar of this year’s Black Friday is Tom Ford. Like with Swatch and G Star, searches around the term “Tom Ford Black Friday Sale” have increased by 200% this year and the brand is well on the way to Black Friday success. From fragrances to large, designer sunglasses this designer has your runway-ready looks covered. 

Cleary, eager fashionistas are already trying to beat the online crowds, and many have probably already picked out their items of interest. They will have their virtual shopping baskets at the ready and their eagle eyes on the screen on the run-up to Black Friday. Fashion and luxury items traditionally see an impressive year on year growth during the Black Friday sales (in 2018, sales were up by 437 per cent) So it will be exciting to see what this super Black Friday will bring!