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Most Popular Black Friday Items 2026: What Shoppers Look For at Amazon, Walmart & Target

Every November since 2023, we’ve tracked which product pages got the most Google search visits at Amazon, Walmart and Target. The same short list of items shows up year after year. Here they are, with how each one ranked and what is climbing into Black Friday 2026.

Updated November 11, 2026

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Jump to: The regulars · Apple · Game consoles · Cameras & headphones · Toys · Home & kitchen · Climbing for 2026 · TVs & laptops · 2026 sale dates · How we ranked · FAQ

The Black Friday regulars

Three stores and three Novembers give an item nine chances to chart. “Charted” means its product page made that store’s top 100 for the month. “Best rank” is its highest spot in any of those Novembers.

“Quiet” means outside the top 100 in October 2026. Plenty of gift items don’t climb until November.

Shop the regulars and this year’s climbers

Apple: AirPods, older iPhones, AirTag and Apple Watch

AirPods are the closest thing to a sure thing. They charted in eight of nine store-Novembers. The 2nd-generation AirPods were #4 at both Walmart and Target in 2023 and #2 at Walmart in 2024. AirPods Pro 2 took over in 2025, at #2 at Amazon, #5 at Walmart and #15 at Target. Heading into 2026, AirPods Pro 3 is #14 at Walmart and Target’s AirPods Pro page is #10.

Older iPhones are Amazon’s Black Friday story. The iPhone 11 was Amazon’s #1 product page in November 2024, with the iPhone 15 Pro Max at #2, the 12 Pro Max at #6 and the XR at #9. In November 2025, five iPhones made Amazon’s top 10, and four of them were at least two years old. Walmart’s version is prepaid: the Straight Talk iPhone 13 was #12 in 2025. Many of these listings are renewed or tied to a carrier, so check the condition and carrier lines before you buy.

AirTag charted six times, with a best of #12 at Target in 2024. The 2nd-generation AirTag is already #10 at Amazon this October.

Apple Watch peaked with the Series 10 at #7 at Amazon in November 2025.

Game consoles: PS5, Switch 2, Xbox and Meta Quest

PlayStation 5 charted in seven of nine. It was #1 at Walmart in November 2023 and #3 at Amazon in 2024, and it’s still #22 at Amazon this October. The DualSense controller is a regular of its own: #7 at Amazon and #15 at Walmart in 2023, and #13 at Target right now.

Nintendo Switch 2 owned its first holiday season, at #1 at Target and #3 at Walmart in November 2025. It’s #9 at Walmart heading into its second Black Friday.

Xbox Series X and S were big in 2023, with the Series X at #3 at Target and #9 at Walmart, then slid to #36 at Target and #30 at Walmart by 2025.

Meta Quest 2 was #8 at Target in 2023 and #11 at Walmart in 2024, then dropped out of the top 100 everywhere in 2025.

Cameras and headphones

The Canon PowerShot G7 X Mark III was Amazon’s #1 product page in November 2025 and #3 at Target the same month, after placing #11 at Target in 2024. It’s still #23 at Target this October. Kids’ vlogging cameras showed up at Amazon too, at #8 in 2024 and #25 in 2025, and the Sony Cyber-shot W530 is #7 at Amazon right now. See our Black Friday camera deals.

Beats headphones never hit #1, but they charted in eight of nine Novembers. The Solo3 was #6 at Walmart in 2025, #15 at Amazon in 2024 and #22 at Walmart in 2024.

Sony WH-1000XM4 headphones were #10 at Amazon in 2023 and charted at Walmart and Target that year too.

Toys

The Barbie Dreamhouse Pool Party set was #6 at Target in 2024 and #7 in 2025.

Kids’ ride-ons are a Walmart regular. The Monster Jam Grave Digger 24V ride-on charted all three years (#25, #36 and #57).

Pokémon cards broke out in 2025. At Target, the Blooming Waters Premium Collection was #4, the Prismatic Evolutions Elite Trainer Box #10 and Destined Rivals #37. This October, the Mega Charizard X ex Ultra Premium Collection is #13 at Amazon. See our Pokémon Black Friday guide.

Labubu was Walmart’s #1 product page in November 2025 (Big Into Energy), with Have a Seat at #32. By this October it’s well outside the top 100.

One-year wonders show how fast toys turn over: Wordle: The Party Game (#1 at Target, 2023), Skibidi Toilet mystery toys (#4 at Target and #3 at Walmart, 2024) and the Magic 8 Ball (#11 at Target, 2025). See every year in Past Black Fridays.

Home and kitchen

Ninja’s frozen-treat machines charted every year: the CREAMi was #8 at Walmart in 2024, and the SLUSHi was #8 at Walmart and #24 at Target in 2025.

Stanley charts with a different edition every year: the 40 oz Quencher at #20 at Target in 2023, the Wicked edition at #8 at Target and the Olivia Rodrigo cup at #17 at Walmart in 2024, then the Elphaba “For Good” cup at #21 at Target in 2025.

Amazon’s own devices led in 2023, when the Fire TV Stick was #1 and the Fire TV Stick 4K #2. The Echo was #5 that year and #4 in 2024, and the Kindle Scribe was #5 in 2024. By 2025 the Fire TV Stick 4K had slid to #48.

Walmart’s onn streaming boxes charted all three years, peaking at #4 and #6 in 2024. Roku’s streamer is #21 at Walmart this October.

What’s climbing into Black Friday 2026

These are the October 2026 lists, the last full month before Black Friday.

• Squishy toys lead. At Target, the Squeezy Butter is #2, the NeeDoh Nice Cube Glitter & Glow #4 and the NeeDoh Fuzz Ball #6. At Walmart, the NeeDoh Jelly Squish is #3 and the Nice Cube #4. A year ago, NeeDoh barely cracked the top 100 at Amazon and Walmart.
• LEGO is near the top: the Marvel Iron Spider-Man Bust is #3 at Amazon, and the Creator 3-in-1 Surprising Spider is #7 at Target. LEGO’s best November in our data was #30.
• Older iPhones are still Amazon favorites: the iPhone 14 is #8, the 15 #9 and the 13 #12.
• Apple accessories: AirTag (2nd gen) is #10 at Amazon, and AirPods Pro 3 is #14 at Walmart.
• Consoles: Switch 2 is #9 at Walmart, PS5 #22 at Amazon, and the PS5 controller #13 at Target.
• Pokémon: the Mega Charizard X ex Ultra Premium Collection is #13 at Amazon.
• The Magic 8 Ball is back for a second year, at #8 at Target and #21 at Amazon.

Where are TVs and laptops?

TVs and laptops are some of the most-searched Black Friday products, but people shop them by size and brand on category pages, not on a single product page. That’s why they barely show up in these lists. Walmart’s onn 98″ Roku TV, at #27 in November 2025, was the highest single TV.

2026 Black Friday sale dates

• Black Friday: Friday, November 27, 2026. Cyber Monday: November 30.
• Walmart: Early Black Friday Deals run November 12–15. Black Friday Deals run November 23–29, with stores opening November 27 at 6 a.m. local time. Cyber Monday deals run online November 30 to December 2. Walmart+ members get early access at 12:01 a.m. ET on November 12 and November 23.
• Target: The Early Black Friday sale ran November 5–7, with new deals each week through the season.
• Amazon: Black Friday Week and Cyber Monday run as one event, November 19–30, starting at 12:01 a.m. PT on November 19. New deals drop at midnight and 8 a.m. PT on Black Friday and again on Cyber Monday (Amazon, Nov. 9, 2026).

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, November 2024, November 2025 and October 2026.
• Rank: an item’s spot among that store’s product pages by estimated Google search visits that month. It measures shopping interest, not sales. Stores don’t publish unit sales.
• Left out: gift cards, alcohol, adult items, prescription and medical products, store credit cards, and pages that rank for an unrelated search. Groceries are left off this list too, since Thanksgiving food crowds Walmart’s November.
• Charted: the item made that store’s top 100 product pages that November.

FAQ

What are the most popular Black Friday items?
Over the last three Novembers, the items that showed up most across Amazon, Walmart and Target were AirPods, Beats headphones, the PlayStation 5, older iPhones, Xbox consoles, Meta Quest headsets and Apple AirTags. Digital cameras, the Switch 2 and Pokémon cards rose fastest in 2025.

What’s trending for Black Friday 2026?
In October 2026, squishy toys like NeeDoh and the Squeezy Butter led the toy lists at Target and Walmart. LEGO sets were near the top at Amazon and Target, and older iPhones, the 2nd-generation AirTag and AirPods Pro 3 were climbing.

When is Black Friday 2026?
Friday, November 27, 2026. Walmart’s Black Friday Deals run November 23–29, with early deals November 12–15. Cyber Monday is November 30.

Does this list show what sold the most?
No. Stores don’t publish unit sales. This list ranks product pages by estimated Google search visits, which shows what shoppers were looking up during Black Friday month.

Why aren’t TVs on the list?
People shop TVs by screen size and brand on category pages, so no single TV page draws enough visits to rank high. The top TV in our data was Walmart’s onn 98″ Roku TV, at #27 in November 2025.