Black Friday: Branded searches vs. non-branded searches Appears In Holiday shoppers are in the driver’s seat now—here’s what they’re looking for Related Content Holiday shoppers want more help in a hurry—here’s how to succeed this season Related Data Mobile searches for "____ brands" jumped during the 2016 holiday season and are still rising. Some examples: "men's watch brands" (+70%), "best purse brands" (+140%), "makeup brands" (+150%). In 2016, mobile searches for "black friday ad(s)" peaked on Thanksgiving. Among the top Black Friday searches are: "cyber monday vs. black friday," "which is better black friday or cyber monday," and "is cyber monday as good as black friday." In 2016, mobile searches for "where to buy" peaked on Christmas Eve. 86% of people who continued to shop after Christmas week used Search for holiday-related shopping. Mobile searches related to “best Black Friday” have grown over 80% in the past two years.