TVs and phones top list of items Kenyans are aggressively hunting for on Black Friday
A majority of Kenyans are going for electronics more than anything else this Black Friday, with TVs and phones leading the list of most-searched items.
This is according to a report by Stahili Pulse Reports conducted online and weekly, titled The Kenyan Black Friday Paradox, which analysed 3,047 unique responses to understand what shoppers are targeting during the sale period.
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The findings released on Friday, November 28, 2025, show that 47.7 per cent of Kenyans are mainly focused on electronics, especially phones and televisions, as they look for the best deals before prices rise again. The report also shows strong interest in home appliances, with 25.5 per cent of respondents searching for items such as fridges and washing machines.
The report notes that Kenyans have become more intentional about spending, with most buyers opting for functional items that they believe will serve them for a long time. This explains the high focus on electronics, which are often expensive and therefore more attractive when discounted.
Why electronics dominate
Electronics topping the list shows how Kenyans are planning for long-term use rather than impulse buying. TVs and phones remain the biggest must-have items, and this has pushed many buyers to compare prices aggressively across shops and platforms.
With phones becoming essential for work and daily life, and televisions still a central part of home entertainment, shoppers are using Black Friday to upgrade or replace their gadgets at a lower cost.
Home appliances followed closely behind electronics. The 25.5 per cent interest in fridges and washing machines shows that Kenyans are also prioritising items that improve home convenience. Fashion and beauty items came in at 14.6 per cent.
While still important, they were not as heavily prioritised as electronics and home appliances. Clothes, shoes and makeup still attract shoppers, but the spending is more controlled as people try to stick to essential purchases.
Groceries and household staples accounted for 8.6 per cent. This includes bulk buying of food as families try to secure everyday items before the festive season starts. Travel and experiences were mentioned last, showing that most people are focusing on practical items this year.
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