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BLACK FRIDAY · PAST YEARS
Black Friday 2025, 2024 and 2023: What Shoppers Wanted at Amazon, Walmart & Target
What did people shop for during the last three Black Fridays? We ranked the most-visited product pages at Amazon, Walmart and Target each November. Here’s each year, store by store, and what changed.
Updated November 7, 2026
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Jump to: At a glance · Black Friday 2025 · Black Friday 2024 · Black Friday 2023 · What changed · Thanksgiving food · How we ranked · FAQ
Three Black Fridays at a glance
| 2025 | 2024 | 2023 | |
|---|---|---|---|
| Amazon’s top gift item | Canon PowerShot G7 X Mark III camera | Apple iPhone 11 | Fire TV Stick |
| Walmart’s top gift item | Labubu Big Into Energy blind box | Apple AirPods (2nd gen) | PlayStation 5 |
| Target’s top gift item | Nintendo Switch 2 | Taylor Swift Eras Tour Book | Wordle: The Party Game |
| The year in one line | Cameras, Switch 2 and Pokémon | Older iPhones and Taylor Swift | Game consoles and Amazon devices |
Black Friday 2025
The Switch 2 had its first holiday season, a compact camera first released in 2019 topped Amazon, and Labubu topped Walmart. At Amazon, five of the top 10 product pages were iPhones, four of them at least two years old. Pokémon cards broke into Target’s top 10 twice.
Amazon
| Rank | Item | Shop |
|---|---|---|
| #1 | Canon PowerShot G7 X Mark III camera | Check price on Amazon |
| #2 | Apple AirPods Pro 2 | Check price on Amazon |
| #3 | Apple iPhone 15 Pro Max | Check price on Amazon |
| #4 | Apple iPhone 16 Pro Max | Check price on Amazon |
| #5 | Apple iPhone 13 | Check price on Amazon |
| #6 | Apple iPhone 14 Pro Max | Check price on Amazon |
| #7 | Apple Watch Series 10 | Check price on Amazon |
| #9 | Apple iPhone 13 Pro Max | Check price on Amazon |
| #13 | Kindle Paperwhite | Check price on Amazon |
| #20 | Upstreman mini fridge | Check price on Amazon |
Walmart
| Rank | Item | Shop |
|---|---|---|
| #1 | Labubu Big Into Energy blind box | See it at Walmart |
| #3 | Nintendo Switch 2 | See it at Walmart |
| #5 | Apple AirPods Pro 2 | See it at Walmart |
| #6 | Beats Solo3 headphones | See it at Walmart |
| #8 | Ninja SLUSHi frozen drink maker | See it at Walmart |
| #12 | Straight Talk iPhone 13 (prepaid) | See it at Walmart |
| #16 | onn Google TV 4K streaming box | See it at Walmart |
| #27 | onn 98″ Roku TV | See it at Walmart |
| #30 | Xbox Series X | See it at Walmart |
| #32 | Labubu Have a Seat blind box | See it at Walmart |
Target
| Rank | Item | Shop |
|---|---|---|
| #1 | Nintendo Switch 2 | See it at Target |
| #2 | Onyx Storm (Target exclusive edition) | See it at Target |
| #3 | Canon PowerShot G7 X Mark III camera | See it at Target |
| #4 | Pokémon Blooming Waters Premium Collection | See it at Target |
| #5 | Taylor Swift Eras Tour Book | |
| #7 | Barbie Dreamhouse Pool Party | |
| #10 | Pokémon Prismatic Evolutions Elite Trainer Box | |
| #11 | Magic 8 Ball | See it at Target |
| #13 | Ms. Rachel Toniebox 2 starter set | See it at Target |
| #15 | Apple AirPods Pro 2 | See it at Target |
Ranks count every product page on the store’s list that month. Gaps in the numbers are groceries, health and beauty items, school supplies and other everyday items we left out. Walmart’s #2 was the TI-84 graphing calculator, and Post Malone’s limited-edition Oreos were #7.
Black Friday 2024
Older iPhones swept Amazon, with the iPhone 11 at #1 and the 15 Pro Max at #2. Taylor Swift topped Target with the Eras Tour Book, and her Tortured Poets Department anthology vinyl was #5. Skibidi Toilet toys made the top five at both Target and Walmart.
Amazon
| Rank | Item | Shop |
|---|---|---|
| #1 | Apple iPhone 11 | Check price on Amazon |
| #2 | Apple iPhone 15 Pro Max | Check price on Amazon |
| #3 | PlayStation 5 | Check price on Amazon |
| #4 | Amazon Echo (4th gen) | Check price on Amazon |
| #5 | Kindle Scribe | Check price on Amazon |
| #6 | Apple iPhone 12 Pro Max | Check price on Amazon |
| #8 | Kids’ digital vlogging camera | Check price on Amazon |
| #9 | Apple iPhone XR | Check price on Amazon |
| #13 | Apple iPhone 13 | Check price on Amazon |
| #15 | Beats Solo3 headphones | Check price on Amazon |
Walmart
| Rank | Item | Shop |
|---|---|---|
| #2 | Apple AirPods (2nd gen) | See it at Walmart |
| #3 | Skibidi mystery set | |
| #4 | onn Google TV 4K Pro streaming device | See it at Walmart |
| #6 | onn Google TV 4K streaming box | See it at Walmart |
| #10 | 75″ white nutcracker | |
| #11 | Meta Quest 2 | See it at Walmart |
| #13 | Snoop on the Stoop | |
| #16 | LOL Surprise 707 Diva doll | See it at Walmart |
| #17 | Stanley x Olivia Rodrigo Quencher | See it at Walmart |
| #18 | Xbox Series X | See it at Walmart |
Target
| Rank | Item | Shop |
|---|---|---|
| #1 | Taylor Swift Eras Tour Book | |
| #4 | Skibidi Toilet mystery toilet | |
| #5 | Taylor Swift TTPD Anthology vinyl | See it at Target |
| #6 | Barbie Dreamhouse Pool Party | |
| #8 | Stanley 40 oz Quencher, Wicked edition | |
| #9 | Target Toy Shopping Cart | See it at Target |
| #10 | Apple AirPods Pro 2 | See it at Target |
| #11 | Canon PowerShot G7 X Mark III camera | See it at Target |
| #12 | Apple AirTag | See it at Target |
| #14 | PlayStation Portal | See it at Target |
Walmart’s #1 product page that month was Texas Roadhouse frozen mini rolls, a Thanksgiving item.
Black Friday 2023
It was a game-console year. The PlayStation 5 was Walmart’s #1 product page, and the Xbox Series X was #3 at Target. Amazon’s own Fire TV Sticks held Amazon’s top two spots, and Wordle: The Party Game topped Target.
Amazon
| Rank | Item | Shop |
|---|---|---|
| #1 | Fire TV Stick | Check price on Amazon |
| #2 | Fire TV Stick 4K | Check price on Amazon |
| #4 | Shark FlexStyle air styler | Check price on Amazon |
| #5 | Amazon Echo (4th gen) | Check price on Amazon |
| #6 | Embark dog DNA test | Check price on Amazon |
| #7 | PS5 DualSense controller | |
| #8 | Echo Dot | Check price on Amazon |
| #9 | Portable space heater | Check price on Amazon |
| #10 | Sony WH-1000XM4 headphones | Check price on Amazon |
| #14 | Kindle Paperwhite | Check price on Amazon |
Walmart
| Rank | Item | Shop |
|---|---|---|
| #1 | PlayStation 5 | See it at Walmart |
| #3 | Snoop on the Stoop | |
| #4 | Apple AirPods (2nd gen) | See it at Walmart |
| #7 | Apple AirPods Pro (2nd gen) | See it at Walmart |
| #9 | Xbox Series X | See it at Walmart |
| #15 | PS5 DualSense controller | See it at Walmart |
| #17 | Xbox Series S | See it at Walmart |
| #25 | Monster Jam Grave Digger 24V ride-on | See it at Walmart |
| #33 | Meta Quest 2 | See it at Walmart |
| #35 | LOL Surprise doll | See it at Walmart |
Target
| Rank | Item | Shop |
|---|---|---|
| #1 | Wordle: The Party Game | |
| #2 | Target Toy Shopping Cart | See it at Target |
| #3 | Xbox Series X | See it at Target |
| #4 | Apple AirPods (2nd gen) | |
| #8 | Meta Quest 2 | |
| #11 | Apple iPhone 14 Pro Max | |
| #12 | Pillowfort weighted dinosaur plush | See it at Target |
| #13 | Xbox Series S | |
| #15 | PlayStation 5 | |
| #19 | Apple AirTag | See it at Target |
Walmart’s #2 product page that month was Great Value heavy whipping cream, for Thanksgiving.
What changed from 2023 to 2025
Faded:
- Amazon’s Fire TV Stick went from #1 in 2023 to outside Amazon’s top 300 by 2025, and the 4K model fell from #2 to #48.
- The PlayStation 5 went from #1 at Walmart in 2023 to outside Walmart’s top 300 in 2025. It stayed in Amazon’s top 50.
- The Xbox Series X fell from #3 at Target in 2023 to #36 in 2025.
- Meta Quest 2 was top 10 at Target in 2023 and gone from Target’s list by 2025.
Rose:
- Digital cameras went from outside Amazon’s top 100 in 2023 to #1 in 2025, led by the Canon PowerShot G7 X Mark III.
- Older iPhones went from #86 at Amazon in 2023 to #1 in 2024, and they’ve stayed near the top since.
- Pokémon cards went from #285 at Target in 2023 to #4 in 2025.
- The Nintendo Switch 2 launched in June 2025 and was Target’s #1 product page that November.
Stayed:
AirPods, Beats headphones, the Barbie Dreamhouse at Target, the Monster Jam Grave Digger ride-on at Walmart, Walmart’s onn streaming boxes, and a new Stanley cup edition every year.
Next up: In October 2026, squishy toys and LEGO sets are climbing fast. See Most Popular Black Friday Items 2026 for this year’s list.
Thanksgiving food tops Walmart’s November
Black Friday month is also Thanksgiving month, and Walmart’s list shows it. Heavy whipping cream was #2 in 2023. In 2024, Texas Roadhouse frozen mini rolls were #1 and the honey cinnamon butter was #5. We leave groceries off the gift lists above.
How we ranked these
- Source: Semrush Top Pages estimates for amazon.com, walmart.com and target.com product pages, about 500 pages per store per month, for November 2023, 2024 and 2025.
- Rank: an item’s spot among that store’s product pages by estimated Google search visits that month. It measures shopping interest, not sales.
- Left out: gift cards, alcohol, adult items, prescription and medical products, store credit cards, and pages that rank for an unrelated search. Groceries and everyday items are left out of the gift lists, but they still count toward the rank numbers.
FAQ
What was the most popular item on Black Friday 2025?
It depends on the store. At Amazon it was the Canon PowerShot G7 X Mark III camera, at Walmart the Labubu Big Into Energy blind box, and at Target the Nintendo Switch 2.
What was popular on Black Friday 2024?
The iPhone 11 at Amazon, the 2nd-generation AirPods at Walmart and Taylor Swift’s Eras Tour Book at Target. Texas Roadhouse frozen mini rolls were Walmart’s #1 page overall.
What was popular on Black Friday 2023?
The Fire TV Stick at Amazon, the PlayStation 5 at Walmart and Wordle: The Party Game at Target.
Do the same items come back every year?
Some do. AirPods, Beats headphones, the PlayStation 5, older iPhones, Xbox consoles and Meta Quest headsets charted in most of the nine store-Novembers we tracked. See Most Popular Black Friday Items 2026.
Are these sales numbers?
No. Stores don’t publish unit sales. These ranks come from estimated Google search visits to each product page, which shows what shoppers were looking up during Black Friday month.