During the three-week period leading up to Black Friday, retailers are experiencing a larger percentage of store traffic the week before Black Friday.

Google Data, Aggregated, anonymized store traffic from a sample of U.S. users that have turned on Location History, Nov. 2016.

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In 2016, mobile searches for "where to buy" peaked on Christmas Eve.

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In 2016, mobile searches for "black friday ad(s)" peaked on Thanksgiving.

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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."

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Black Friday: Branded searches vs. non-branded searches

Black Friday Brand Search SVG
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On Thanksgiving 2016, there were 2.5X as many searches for “black friday ads” as there were for "how to cook a turkey" on that day.

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