What do people actually buy on Black Friday? Here are the most-bought items by Mashable readers in 2025.
As Black Friday 2023 came to a close, shoppers were inundated with a plethora of advertisements across various platforms, prompting curiosity about what items truly captured consumer interest this year. Surprisingly, while traditional favorites like TVs and home appliances often dominate the sales landscape, Mashable’s analysis reveals a more eclectic mix of popular purchases. Leading the charge was the Pokémon TCG Mega Evolutions Elite Trainer Box, a hot item for collectors that reflects the enduring popularity of Pokémon in the gaming community. Priced at $79.69 during the sale, this box quickly became a sought-after treasure for avid fans, showcasing how niche products can sometimes eclipse mainstream electronics during major shopping events.
In addition to the Pokémon box, Apple products also made a significant impact on shopper behavior this Black Friday. The Apple AirPods 4, discounted to an enticing $69—down from their regular price of $129—emerged as a standout deal, appealing to both tech enthusiasts and casual users alike. Another popular item was the DJI Mic Mini, a lightweight microphone system that caters to the burgeoning content creation market, selling for $79.99 after a hefty discount. The AirTag, Apple’s handy tracking device, also proved to be a favorite, with its low price of $17 making it an attractive gift option. Moreover, the Amazon Fire TV Stick 4K Select was a hit among streaming enthusiasts, particularly due to its 50% discount, demonstrating that consumers are keen on enhancing their entertainment experiences at home.
Overall, this year’s Black Friday shopping trends highlight a shift towards more specialized and tech-savvy products, rather than the conventional mass-market items. With Pokémon merchandise taking the top spot and tech gadgets dominating the list, it seems that consumers are increasingly looking for unique and functional gifts. As we transition into Cyber Monday, many of these deals remain available, allowing shoppers to continue capitalizing on the savings. Whether you’re a Pokémon collector, a tech aficionado, or simply looking to upgrade your home entertainment system, this year’s Black Friday has proven to be a diverse and exciting shopping experience.
After being terrorized by constant Black Friday ads on our phones, TVs, and inboxes for a month straight, one has to wonder: Of all of the
best Black Friday deals
, what do people actually buy on Black Friday? Are Black Friday classics like
TVs on sale
actually the most popular purchase, or is everyone thinking ahead by stocking up on
cleaning supplies and toilet paper
?
For Mashable readers, the most popular Black Friday deals were more of a brand thing. Apple and DJI dominated much of the top of the list of our most-bought items, with several grocery deals creeping in a little further down. (What’s everyone making with all of that damn
Amazon brand cream cheese
?) But it was a Pokémon Elite Trainer Box sitting in the number one spot. If you know anyone who’s big on Pokémon cards, you’ve probably heard the term “Mega Evolutions” at least once or twice. Yep, the top item had to do with that.
SEE ALSO:
Are Amazon’s Cyber Monday prices better than Black Friday? Our shopping experts say the answer is clear.
Below, we’re breaking down the top Black Friday items that Mashable swarmed to on Friday, Nov. 28 itself. If any of this convinces you to make the same purchase, just know that most of these popular Black Friday deals are still live (though they may be called Cyber Monday deals now).
Pokémon TCG Mega Evolutions 1 Elite Trainer Box
Opens in a new window
Credit: Pokémon
Pokémon TCG Mega Evolutions Elite Trainer Box
$105
at Amazon
Shop Now
The most serious Pokémon card collectors will camp out outside of a GameStop if they have to, but the option to simply buy a coveted new release at Amazon is clearly preferred. Mashable readers hustled when we let them know that the
Mega Evolutions 1 Elite Trainer Box dropped below market value
to $79.69 on Nov. 28. It’s now back up to $105, but it’s somehow still in stock.
The
Mega Evolutions Booster Bundle
, readers’ second most purchased item on Black Friday, is also still in stock at $64.95.
Apple AirPods 4
Opens in a new window
Credit: Apple
Apple AirPods 4
$69
at Amazon
$129
Save $60
Get Deal
We can pretty confidently crown the $69 AirPods as the most nuts
Black Friday Apple deal
. That’s a 47% price drop from their usual $129, and by Apple’s standards, a sale price like $69 is basically
giving
them away.
The
AirPods 4 with ANC
were also quite popular with readers, and they’re still at their record-low price of $139.99 at Amazon.
DJI Mic Mini
Opens in a new window
Credit: DJI
DJI Mic Mini (2 TX + 1 RX + Charging Case)
$79.99
at Amazon
$169.99
Save $90.00
Learn More
This is everyone’s year to become a content creator, huh? The DJI Mic Mini was easily the favorite
Black Friday DJI deal
of Mashable readers, specifically the bundle that includes one receiver and two mics/transmitters. It makes sense: DJI’s super lightweight pocket microphone system is such an easy way to make recorded audio sound better, as Lead Shopping Reporter Bethany Allard
can confirm
.
The 2 TX + 1 RX Mic Mini has
sold out at Amazon
but is
still available on sale for $79.99 at Best Buy
.
Apple AirTag
Opens in a new window
Credit: Apple
Apple AirTag
$17
at Amazon
$29
Save $12
Get Deal
After the AirPods 4, the humble Apple AirTag was the second most popular Apple item amongst Mashable readers. No surprises here — knowing the physical location of your wallet, backpack, or luggage is essentially buying peace of mind. AirTags make a
great gift idea for just about anyone
, and at $17 a pop for Black Friday, why not grab a few?
Amazon Fire TV Stick 4K Select
Opens in a new window
Credit: Amazon
Amazon Fire TV Stick 4K Select
$19.99
$39.99
Save $20.00
Get Deal
Out of all of the
Echo devices, Fire Tablets, and Kindles on sale,
the most popular Amazon device deal among Mashable readers was actually the Fire TV Stick 4K Select (Amazon’s newest and most budget-friendly Fire stick). The 50% off deal on the newest Fire TV Stick is too good to pass up — surely the fleeting promo code that brought it down to just $9.99 drove numbers, too.
