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Black Friday 2024 in Canada: Insights on Consumer Electronics and Home & Furniture
Black Friday and Cyber Monday are major retail events in Canada, with 43% and 29% of the population making purchases during these sales respectively, according to a YouGov report. Consumer electronics continue to lead the Canadian retail market during these events, with 55% of surveyed shoppers choosing to buy tech products on Black Friday. Household appliances come in second, with 25% of shoppers opting for these items, while 18% prefer to shop for furniture deals.

These statistics highlight the importance of delivering value during the Thanksgiving sales week. Retailers must cater to shoppers’ expectations with competitive pricing, attractive deals, and a seamless shopping experience. So, what unique offerings did Canadian retailers present to shoppers this season?

To understand the pricing and discount dynamics during BFCM 2024 in Canada, DataWeave analyzed discounts across leading consumer electronics and home & furniture retailers. Using our AI-powered pricing intelligence platform, we analyzed 37,108 SKUs across these categories for major retailers including Amazon, Walmart, Best Buy, Home Depot, and Canadian Tire from the 10th to 29th November. We focused on the top 500 products ranked for each search keyword on each retail site, using targeted terms aligned with categories like “sofa” and “wearables”.

In the following insights, the Absolute Discount represents the reduction of the selling price compared to the Manufacturer’s Suggested Retail Price (MSRP). The Additional Discount reflects how much lower the selling price is during Black Friday compared to its price a week before the sale. This metric reveals the actual or effective value of the sale event, beyond the standard discounts typically offered.

Also check out our detailed analysis of discounts and pricing for the consumer electronics, apparel, health & beauty, grocery, and home & furniture categories across major US retailers this Black Friday.

Consumer Electronics

Retailers in Focus

Consumer electronics saw robust participation from major retailers, with Amazon, Best Buy, and Walmart leading the charge. Here’s how they stacked up in terms of discounts:
- Best Buy emerged as the frontrunner in absolute discounts at 31.2%, while Amazon impressed with a notable 19.7% additional discount, indicating a strong Black Friday-specific markdown strategy.
- Walmart offered steady competition, particularly in audio and video products, which reached an average absolute discount of 37.2%. However, it’s average additional discount was only 3.1%, indicating muted BFCM-specific price reductions in this category.
Subcategory Insights

Diving deeper into consumer electronics subcategories, we observed varied discounting strategies.
- Audio & Video stood out as the most discounted subcategory, with Walmart leading at 37.2%.
- In Wearables, Walmart again took the top spot with 36.4%, while Amazon offered higher additional discounts (22.4%).
- Discounting for computers and gaming was less aggressive, highlighting strategic pricing to maintain profitability in these high-demand segments.
Brand Performance

Brand-level data highlighted how key players used Black Friday to drive visibility and sales.
- Dell led in average absolute discounts (36.7%) followed by Samsung at 36.68%
- Audio brand JBL offered significant absolute discounts at 35.9%.
- Apple and Lenovo offered comparatively fewer discounts but maintained strong visibility, as seen in their increase in the Share of Search during the sale period.
- MSI (laptop brand) and Bose (audio and earphone brand) experienced significant increases in visibility, with Share of Search increases of 5% and 3.6%, respectively.
- Notably, HP faced a decline (-3.2%) in the Share of Search, suggesting missed opportunities to align promotions with consumer interest.
Home & Furniture

Retailers in Focus

The home and furniture category saw competitive discounting, with Walmart, Canadian Tire, and Home Depot vying for consumer attention.
- Walmart took the lead with the highest absolute discounts at 36.8%. The retailer’s additional discounts were more conservative at 3.6%. This is similar to their discount levels in Consumer Electronics.
- Canadian Tire offered stiff competition, providing 31.6% absolute discounts and 25% additional discounts.
- Home Depot matched its absolute and additional discounts, maintaining consistency at 24.1%.
Subcategory Insights

Home and furniture subcategories revealed targeted discount strategies.
- Bedding emerged as the most discounted subcategory at Walmart (50.6%) and Canadian Tire (35.3%).
- Kitchenware saw competitive pricing, with Walmart leading at 42.9%, followed by Canadian Tire at 33.9%.
- Canadian Tire focused on lighting, offering the highest absolute discounts in this subcategory (38.2%)
Brand Performance

Brand-level analysis revealed stark contrasts in discounting approaches.
- Furniture brands Homcom led in absolute discounts (36.4%), while South Shore stood out with the highest additional discounts (30.2%).
- Value-oriented brands like furnishings brand Mainstays and mattress and bedding brand Zinus offered more modest discounts, focusing on consistent affordability.
- Zinus (mattresses and sofa brand) experienced a significant 7.9% increase in the Share of Search, driven by aggressive promotions.
- Home furnishings brands like Costway and Safavieh faced declines, reflecting the importance of aligning promotional strategies with consumer expectations.
Insights for Retailers and Brands

This Black Friday, Canadian retailers effectively balanced deep discounts with category-specific strategies to maximize sales. However, the fluctuating Share of Search highlights the critical need for brands to align promotions with consumer interest.

For brands and retailers looking to stay ahead of the competition, DataWeave’s pricing intelligence platform offers unparalleled insights to refine discounting strategies and boost visibility. Contact us to learn how we can help you stay competitive in this dynamic retail landscape.
December 18, 2024
Black Friday 2024: Home & Furniture Pricing Trends Analyzed
The Home & Furniture category continues to thrive, propelled by consumer interest in creating personalized and functional living spaces. In 2023, the U.S. furniture and home furnishings market was valued at approximately $641.7 billion in 2023 and is estimated to grow at a CAGR of 5.1% from 2024 to 2032. Black Friday and Cyber Monday play a crucial role in fueling this growth, offering consumers a mix of premium and affordable options across subcategories.

To better understand market trends and discount strategies this Black Friday, at DataWeave we tracked over 18,149 SKUs across major home & furniture retailers, including Amazon, Walmart, Target, Best Buy, Home Depot, and Overstock, from November 10 to 29, 2024. Using our AI-powered pricing intelligence platform, we focused on the top 500 products in subcategories like kitchenware, furniture, decor, lighting, outdoor items, and bedding.

In our analysis, the Absolute Discount represents the reduction of the selling price compared to the Manufacturer’s Suggested Retail Price (MSRP). The Additional Discount reflects how much lower the selling price is during Black Friday compared to its price a week before the Black Friday sale. This metric reveals the actual or effective value of the sale event, beyond the standard discounts typically offered.

Also check out our insights on discounts and pricing for the health & beauty category this Black Friday.

Retailer Performance: Who Led the Discount Race?

Retailers showed varying discount strategies for Home & Furniture products. Walmart emerged as the leader in absolute discounts (37.5%) while Amazon offered the highest additional discount of 14%. Best Buy maintained competitive pricing across all subcategories, while Overstock and Home Depot offered relatively modest discounts.

Subcategories in Focus

Breaking down the discounts by subcategory provides deeper insights into consumer priorities and retailer strategies:
- Kitchenware saw strong competition, with Walmart (30.40% absolute discounts) and Amazon (29% absolute discounts) dominating.
- Lighting became a discount hotspot, with Walmart offering up to 45.8% in absolute discounts and 25.3% additional markdowns.
- Furniture remained a core focus for Target, delivering an impressive 34% average absolute discount.
- Bedding stood out at Walmart, where discounts peaked at 49.6%.
Brand Spotlight: Who Stood Out?

Among top-performing brands, furniture brand Costway offered the highest discounts, with an average of 48.4%. Meanwhile, Adesso (lighting solutions), Mainstays and Safavieh (both home furnishings brands) balanced discounts and premium appeal.

Search Visibility: The Winners and Losers

Share of search dynamics revealed significant shifts in brand visibility during Black Friday:
- Furniture brand Costway (+1.2%) and home improvement player Black+Decker (+1.5%) gained visibility.
- On the flip side, premium brands like Safavieh known for rugs and home furnishings (-16.8%) and furniture brand Burrow ( -1.7%) saw declines.
Who Offers the Lowest Prices?

In the previous analysis, we focused on the top 500 products within each subcategory for each retailer, showcasing the discount strategies for their highlighted or featured items. However, to identify which retailer offered the lowest or highest prices for the same set of products, it’s necessary to match items across retailers. For this, we analyzed a separate dataset of 735 matched products across Home & Furniture specific retailers to compare their pricing during Black Friday. This approach provides a clearer picture of price leadership and competitiveness across categories.

Here are the key takeaways from this analysis.

Category-Level Highlights
- Amazon emerges as the lowest-priced retailer across Home & Furniture categories, with the highest average discount of 27.50%, closely followed by Walmart (26.09%).
- Overstock and Wayfair trail with average discounts of 22.93% and 20.71%, respectively, while Home Depot offers the least aggressive pricing at 18.14%. This is notable, as all 3 players are known specialists in the category.
Subcategory Highlights
- Amazon stands out as the leader in multiple subcategories, including Appliances, Furniture, Decor, and Outdoor, offering competitive average discounts of around 26-29%.
- Overstock leads in Bedding and Kitchenware, with strong average discounts of 24.26% and 20.72%, respectively.
- Wayfair is notable for Lighting, with an average discount of 19.95%, and is also competitive in Outdoor and Furniture categories.
- Walmart consistently ranks high in several subcategories like Appliances and Bedding, providing solid discounts of around 22-23%.
What’s Next

For home & furniture retailers, driving maximum value during mega sale events like Black Friday involves offering bundles and sets to meet customer demands and trend expectations. Gaining insights into competitor discounts and pricing can help furniture retailers get an edge amid this environment.

Want to know how DataWeave’s intelligence platform can empower your business during peak sales events? Contact us to discover more about competitive insights, price intelligence, and data-driven decision-making.
Stay tuned to our blog to see more coverage on Black Friday 2024.
December 4, 2024
Do Amazon’s Competitors Lower Prices During Prime Day?

As the retail landscape continues to evolve, events like Amazon Prime Day have become more than just shopping extravaganzas—they’ve transformed into strategic battlegrounds where retailers assert their market positions and brand identities. Prime Day 2024 was no exception, serving as a crucial moment for retailers to showcase their pricing prowess, customer loyalty programs, and category expertise.

In an era where consumer expectations for deals are at an all-time high, the impact of Prime Day extends far beyond Amazon’s ecosystem. Retailers like Walmart, known for its “everyday low prices,” Target with its emphasis on style and value, and Best Buy, the electronics specialist, have all adapted their strategies to compete. These companies didn’t just react to Prime Day; they proactively launched their own pre-emptive sales events, with Target Circle Week, Walmart July Deals and more, effectively extending the shopping bonanza and challenging Amazon’s dominance.

For Prime Day, we analyzed over 47,000 SKUs across major retailers and product categories to publish insights on Amazon’s pricing strategies as well as the performance of leading consumer brands. Here, we go further to delve into the discounts offered (or not offered) by Amazon’s competitors during Prime Day. Our analysis reveals that some retailers chose to compete on price during the sale for certain categories, while others did not.

Below, we highlight our findings for each product category. The Absolute Discount is the total discount offered by each retailer during Prime Day compared to the MSRP. These are the discounts consumers are familiar with, displayed on retail websites prominently during sale events. The Additional Discount, on the other hand, is the reduction in price during Prime Day compared to the week prior to the sale, revealing the level of price markdowns by the retailer specific to a sale event.

Consumer Electronics

In the Consumer Electronics category, Best Buy stood out as a strong competitor, offering an Additional Discount of 5.9%—the highest among all competitors analyzed. This is unsurprising, as Best Buy is well-known for its focus on consumer electronics and is likely aiming to reinforce its reputation for offering attractive deals in order to maintain its strong consumer perception in the category.

Walmart was a close second with a 4.3% Additional Discount while Target reduced its prices by only 2% during the sale.

Apparel

In the Apparel category, Walmart’s Additional Discount was 3.1%, demonstrating its willingness to be priced competitively on a small portion of its assortment during the sale, without compromising much on margins.

Target, on the other hand, opted out of competing with Amazon on price during the sale, choosing instead to maintain its Absolute Discount level of around 11%.

Home & Furniture

The Home & Furniture category showcased diverse strategies from retailers. Specialty furniture retailers such as Overstock and Home Depot provided Additional Discounts of 3.9% and 2.5%, respectively, compared to Amazon’s 6.9%. This indicates a clear intent to maintain market share and remain top-of-mind for consumers despite Amazon’s competitive pricing.

Although Target didn’t significantly lower its prices during the sale, its Absolute Discount remains substantial at 18.9%. This suggests that Target’s markdowns were already steep before the event, which could explain the lack of further reductions during the sale.

Health & Beauty

The Health & Beauty category saw minimal participation from Amazon’s competitors, with the exception of Sephora, which reduced prices by 3.7% during Prime Day.

Ulta Beauty chose not to adjust its prices, likely reflecting its strategy to uphold a premium brand image. Walmart, on the other hand, offered a modest Additional Discount of 2% on select items. Given Walmart’s generally affordable product range, its total discount remained relatively low, around 3.5%.

In Conclusion

During Prime Day, Walmart was the only major retailer that made an effort to compete, albeit modestly. Target, on the other hand, largely chose not to offer any additional markdowns. However, several category-specific retailers, such as Best Buy in Consumer Electronics, Overstock and Home Depot in Furniture, and Sephora in Health & Beauty, aimed to retain market share by providing notable discounts.

What this means for consumers is that even on Amazon’s Prime Day, it’s not a bad idea to compshop to identify the best deal.

For retailers, the key takeaway is the importance of quickly analyzing competitor pricing and making agile, data-driven decisions to improve both revenues and margins. By utilizing advanced pricing intelligence solutions like DataWeave, retailers can optimize their discount strategies, better navigate pricing complexities, and drive revenue growth — all while staying prepared for major shopping events and beyond.

Reach out to us today to learn more!

August 21, 2024
Black Friday Cyber Monday 2023: Insights on Pricing and Discounts in Home & Furniture
Insider Intelligence‘s forecast of a 4.5% growth in US Holiday Sales this year has been validated by the sustained robust spending observed during Black Friday and Cyber Monday. Despite multiple challenges impacting consumer spending, such as escalating prices of everyday products and elevated interest rates, shoppers continued to spend significantly, aligning with these earlier predictions.

However, in response to these projections, retailers strategically adjusted their approach. Our analysis indicates substantial discounts prevalent in the Consumer Electronics and Home & Furniture segments during Cyber Week. Prominent retailers specializing in Home & Furniture, such as Wayfair, Overstock, and Home Depot, notably led the charge in offering attractive discounts.

At DataWeave, we harnessed the power of our proprietary data aggregation and analysis platform to track and analyze the prices and deals of home & furniture products across prominent retailers to uncover unique insights into their price competitiveness this BFCM, as well as understand how pricing strategies varied across diverse subcategories and brands.

We’ve also recently published our analysis of the Consumer Electronics and Apparel categories this Black Friday and Cyber Monday.

Our Methodology

For this analysis, we tracked the discounts offered by leading US retailers in the Home & Furniture category during the Thanksgiving weekend sale, including Black Friday and Cyber Monday. We noticed prices and discounts didn’t change significantly over the course of the weekend, and hence the average prices of products between the 24th and 27th of November are being reported. Our sample was chosen to encompass the top 500 ranked products in each product subcategory across leading retailers during the sale.
- Sample size: 44,716 SKUs
- Retailers tracked: Amazon, Walmart, Target, Best Buy, Overstock, Wayfair, Home Depot
- Subcategories reported on: Dishwasher, Washer/Dryer, Mattresses, Beds, Dining Tables, Entertainment Units, Rugs, Luggage, Bookcases, Cabinets, Sofas, Coffee Tables
- Timeline of analysis: 24 to 27 November 2023
Our Key Findings

Discounts Across Retailers

Wayfair led the pack with the highest average discount of 27.5%, covering an impressive 88% of its Home & Furniture inventory. This bold strategy positions Wayfair as a go-to destination for consumers seeking substantial savings on high-quality Home & Furniture items during Black Friday and Cyber Monday.

Home Depot offered an average discount of 17.5%, covering a substantial 69% of the products analyzed, choosing to cash in on the Cyber Week madness. Overstock followed next with an average discount of 16.6%.

Interestingly, Home & Furniture happens to be one of the few categories in which Amazon did not offer the highest discount among the analyzed retailers, choosing a moderate average discount of 13.8%.

Best Buy also maintained a competitive stance in the category, providing an average discount of 12.8% across 58% of their assortment. Target adopted a conservative markdown strategy, offering a relatively low average discount of 6.5%.

In summary, the Home & Furniture category exhibited a diverse range of discounting strategies among retailers, reflecting a balance between competitiveness and profit margins. Consumers could have chosen from a spectrum of discounts based on their preferences and budget considerations during Black Friday and Cyber Monday.

Average Discounts: Subcategories

Among subcategories, Amazon offered a moderate 8.3% average discount on 32.9% of its products in this Dishwasher category, while Best Buy took a more aggressive stance with a 14.7% average discount covering 55.9% of its products.

Home Depot emerged as a standout player in the Washer/Dryer category, providing a substantial 21.3% discount on 78.4% of its analyzed inventory. Best Buy closely followed with a 15.1% average discount targeting 67.6% of its products.

Wayfair grabbed attention with a generous 36.9% average discount on Mattresses, covering almost all (99%) of its analyzed products. In addition, Wafair led the discount war in Beds, Dining Tables, Cabinets, Sofas, Coffee Tables, and Entertainment Units. Overstock took an aggressive pricing stance on Rugs, offering a substantial 52.3% average discount, covering 100% of its Rugs inventory.

Average Discounts: Brands

Among brands, Signature Design by Ashley maintained a consistent presence with substantial discounts on both Best Buy (25.24%) and Overstock (16.19%). This could be indicative of the brand’s commitment to appealing to a diverse customer base through varied retail channels. Costway emerges as a standout brand offering exceptionally high discounts at both Target (61.6%) and Walmart (51.7%).

Home Decorators Collection, Home Depot’s in-house brand, offered a significant 30.9% discount at Home Depot. High-margin private label brands like these afford retailers the opportunity to offer markdowns while retaining significant margins.

Strategic positioning on specific platforms, as seen with Alwyn Home on Wayfair and Noble House at Home Depot, suggests brands tailor their approach to the strengths and customer demographics of each retailer. The data suggests a nuanced interplay between brand positioning, discount strategies, and the perceived value offered.

Share of Search For Home & Furniture Brands

The Share of Search data for the Home & Furniture category unveils intriguing insights into brand visibility and performance during the Black Friday and Cyber Monday events. In this competitive landscape, where consumer decisions are influenced not only by discounts but also by brand visibility, the dynamics of Share of Search become pivotal.

Samsung strategically increased its Share of Search during the sale, showcasing a 1.2% improvement. This suggests a deliberate effort to reinforce brand visibility and capture the attention of potential buyers actively searching for Home & Furniture products, in this case, Washer/Dryers and Dishwashers.

Bosch too experienced a notable surge in Share of Search by 1.1%. LG, meanwhile, maintained a consistent Share of Search, with a marginal decrease of 0.1%. American Tourister experienced a modest increase in Share of Search by 0.4%.

Like in the other categories analyzed, the dynamics of Share of Search in the Home & Furniture category reflect brand strategies aimed at not only offering discounts but also ensuring heightened visibility during the critical Black Friday and Cyber Monday shopping events. Positive shifts indicate effective marketing efforts, while stable performers demonstrate a resilient brand presence in a competitive online marketplace.

To explore how our insights can help retailers and brands boost their pricing strategies during sale events, reach out to us today!

For more in-depth analyses and trends across various shopping categories, stay tuned to our blog.
December 1, 2023