Walmart vs Best Buy — Who Dominated Black Friday, So Far?

Black Friday is still one of the biggest shopping events of the year, but the way people shop has changed. Instead of the traditional one-day rush, deals now stretch over weeks, with many shoppers preferring to browse online.

Even with these shifts, Walmart and Best Buy went head-to-head for shoppers’ attention — but which brand won the hearts and wallets of Americans, so far?

A recent study by leading B2B marketplace DesignRush analyzed Google search trends from each state to see which retailers were the most popular ahead of Black Friday.

Walmart came out on top in 44 states, but Best Buy took the lead in six, thanks to its focus on electronics and tech-savvy shoppers.

Surprisingly, Amazon didn’t dominate in any state.

DesignRush General Manager Gianluca Ferruggia highlighted key takeaways from the study:

Retailers must pay close attention to consumer preferences during major shopping events.

Walmart’s success highlights the importance of affordability and variety, while Best Buy’s performance shows the power of a focused strategy.

Amazon's absence in searches suggests that traditional retailers still hold an edge during Black Friday, where in-store deals and experiences are key to drawing crowds.

These approaches reveal that understanding the needs of shoppers can lead to strong results — even in a competitive marketplace.

Best Buy’s Strategic Wins

While Walmart dominated nationally, Best Buy's key wins in six states — driven by its focus on a specific market — are equally impressive.

Best Buy managed to claim the spotlight in these six states:

1. Hawaii

• Per capita search: 183
• Income per capita: $48,264.35

The retailer’s in-store deals on gadgets and home appliances made it the top pick, especially for shoppers looking to avoid the high shipping costs often associated with online shopping.

2. California

• Per capita search: 202
• Income per capita: $59,199.86

With its strong tech culture, California leaned toward Best Buy. Shoppers there were drawn to deals on laptops, smart TVs, and gaming consoles, making it the state’s go-to spot for Black Friday electronics.

3. Nevada

• Per capita search: 220
• Income per capita: $48,264.35

Nevada favored Best Buy, with many shoppers hunting for discounts on home theater systems, gaming gear, and other electronics. Whether in Las Vegas or smaller cities, Best Buy was the first stop for tech deals.

4. New Jersey

• Per capita search: 170
• Income per capita: $55,296.89

New Jersey shoppers also picked Best Buy as their Black Friday favorite. The retailer’s solid stock of gadgets and appliances, paired with tempting promotions, made it the top choice for locals looking to snag deals in person.

5. Massachusetts

• Per capita search: 184
• Income per capita: $61,057.77

Massachusetts shoppers turned to Best Buy for deals on tablets, headphones, and other tech gear. From Boston to the suburbs, the retailer was a clear favorite for those looking to upgrade their devices.

6. New York

• Per capita search: 183
• Income per capita: $60,799.44

In New York, Best Buy stood out for its focus on electronics. Shoppers across the state, from NYC to upstate, flocked to its stores and website for deals on laptops, smartwatches, and more.

Retailers' Rankings

The full dataset is available to view and offers a clearer picture of how consumer behavior is shifting. 

SmartSites Co-Founder Michael Melen believes that Black Friday is more than just a sales event:

DesignRush Methodology

DesignRush’s analysis examined Google search trends for two Black Friday-related terms associated with each of the top 10 retailers in the United States:

• Walmart: Walmart Black Friday, Walmart Black Friday Deals
• Best Buy: Best Buy Black Friday, Best Buy Black Friday Deals
• Target: Target Black Friday, Target Black Friday Deals
• Kohl’s: Kohl’s Black Friday, Kohl’s Black Friday Deals
• Amazon: Amazon Black Friday, Amazon Black Friday Deals
• Home Depot: Home Depot Black Friday, Home Depot Black Friday Deals
• Lowe’s: Lowe’s Black Friday, Lowe’s Black Friday Deals
• Macy’s: Macy’s Black Friday, Macy’s Black Friday Deals
• Costco: Costco Black Friday, Costco Black Friday Deals

Search volumes were adjusted based on state populations (per 100,000 people) to measure interest per capita, providing a fair and accurate representation of regional popularity across the country.

As Black Friday continues to evolve, retailers must adapt to the changing shopping habits and interests of consumers.