Platforms like TikTok Shop and Amazon have already set dates for Black Friday.
Yet, from the recent Prime Day and last year’s Black Friday, one thing is clear: e-commerce is getting tougher.
Competition is fiercer. Prices are more sensitive. But before saying you are just “along for the ride”, ask yourself:
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Do you have a clear advertising strategy?
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Have you optimised your products?
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Are you aligned with customer needs?
The market slowdown is obvious. But the ability to grow depends on execution.
Right now is the critical stage where brands test products through ads, filtering for potential bestsellers.
We reviewed GoodsFox August’s global e-commerce ad rankings for Shopify store and products. Here are the signals for this year’s Black Friday and Cyber Monday.
1. Fast Fashion Dominates – But Niche Brands Can Break Through
In August, ad spend was led by fast fashion giants like Villoid, Halara, and Burga.
With supply chain strength and scale, they can launch new items fast, run heavy ads, and expand across multiple channels. Smaller sellers cannot compete head-on.
But niche and differentiated positioning offers a way out.
Take Bella Barnett, focused on party dresses and targeting the US and Eastern Europe. These regions have a strong party and festive culture, creating natural demand for evening apparel.
Other examples include Restaurantware, a site for kitchen supplies, and Ightup, focused on home improvement. Their audiences are precise, competition is lighter, and breakout potential is higher.
Shopify Store Advertising Rankings – August 2025
| # | Store | Category | Regions |
|---|---|---|---|
| 1 | villoid.no | Sports and Outdoors | Norway |
| 2 | thehalara.com | Sports and Outdoors | United States, Canada, Sweden, Netherlands ... |
| 3 | cotimea.com | Accessories | United States, United Kingdom, Spain, Germany ... |
| 4 | nrsworld.com | Sports and Outdoors | United States, Canada, Nigeria, Romania ... |
| 5 | store.happymammoth.com | Health Care | United States, Canada, New Zealand, Australia ... |
| 6 | burga.com | Phones and Electronics | United Kingdom, Germany, Netherlands, France ... |
| 7 | restaurantware.com | Kitchen | United States |
| 8 | ightup.no | Home Improvement | Norway |
| 9 | tymobeauty.com | Beauty and Personal Care | United States, Canada, United Kingdom, Malaysia ... |
| 10 | bellabarnett.com | Clothing | Poland, Canada, Romania, United States ... |
Disclaimer
- The data contained in this document is provided for informational and non-commercial use only. Any reference or citation must clearly acknowledge GoodsFox as the source.
- The information is supplied on an “as is” basis for reference purposes. GoodsFox makes no representations or warranties of any kind, express or implied, regarding the accuracy, completeness, or reliability of the data.
- GoodsFox shall not be held liable for any loss, damage, or consequences arising, whether directly or indirectly, from the use of, or reliance upon, the information contained herein.
2. Health Products Heat Up Ahead of Festive Season
From late October, Western consumers enter the festive season: Halloween, Thanksgiving, Christmas, New Year’s Eve.
Black Friday is now the peak online shopping event, known for the lowest prices of the year. Many shoppers wait until these days to make purchases.
Recent ad spend shows three typical demand categories:
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Low-cost impulse buys: Accessories, homeware, and beauty items. These are daily add-ons and easy gifting options.
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Mid- to high-priced indulgences: Curling irons, bedding, and other items priced $100–200. Normally shoppers hesitate, but Black Friday discounts trigger immediate buying.
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Health and self-care: End-of-year stress and “New Year, New Me” goals push demand for products like home saunas, NAD+ supplements, collagen powders, and BPC-157.
Our data shows health products usually rise steadily into year-end. Growth potential here remains strong.
3. Emerging Dark Horses: Male Consumers & Small Appliances
Male consumption is waking up
E-commerce has long centred on women—skincare, beauty, supplements. But new ad rankings show male-focused products gaining traction.
For example, the Tavren® Men’s Health Pack (£50–150) promises:
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Fewer night-time bathroom trips
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Better focus and clarity
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Improved sleep quality
Another entry is Reclaim Hairline Recovery Serum, targeting receding hairlines—one of men’s biggest concerns.
Men’s skincare kits are also rising. In the past, men often used just a cleanser or borrowed products from their partners. Now, dedicated male skincare is becoming mainstream.
Overall, male spending is expanding beyond sports and gadgets into health and appearance.
Novel small appliances
Another trend is quirky small appliances.
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KittySpout™ Pet Fountain: Smart pet products have grown, from feeders to collars. Water fountains fit well into this category.
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Wireless Wall Sconces: Minimalist and cable-free lighting aligns with trending home design styles.
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SnapWallet: A wallet with built-in charging. In many countries, wallets are still essential, and magnetic charging is gaining popularity. This product merges the two needs.
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TYMO CURLPRO PLUS: A compact beauty device, ideal for impulse gifting.
These products are not essential but deliver strong perceived value. Black Friday offers the perfect stage to test such innovations.
Final Thoughts
Black Friday and Cyber Monday are not only for big brands to scale. They are also prime opportunities for smaller sellers to experiment with new trends and test fresh products.
Breakthroughs often come from spotting niche needs and seizing the right moment.
