Over the last four years, only one brand has held on to Google's top 3 for "black friday" in Spain: MediaMarkt. Amazon went from first place to eleventh, Xataka dropped out of the top 20 and El Corte Inglés climbed from tenth to third. We reviewed the snapshots of that search from 2023 to 2026 to see who wins, who loses and what brands preparing their campaign can learn.
All data comes from Ahrefs for Google Spain: SERP snapshots from 21 November 2023, 26 November 2024, 25 November 2025 and 18 September 2026, and organic traffic as estimated by Ahrefs.
Demand: almost a million searches in November
"Black friday" was searched between 945,000 and 987,000 times in November 2023, 2024 and 2025. November holds between 75% and 81% of the year's searches. The curve is very similar every year:
| Month | 2023 | 2024 | 2025 |
|---|---|---|---|
| September | 27,442 | 42,067 | 39,492 |
| October | 145,257 | 154,095 | 144,017 |
| November | 986,796 | 945,135 | 957,336 |
| December | 20,094 | 68,261 | 52,267 |
Two takeaways. Demand is not growing: the peak is the same three years running. And what does show up earlier is the search with the year: "black friday 2026" already had 4,417 searches in August 2026.
Halloween makes the calendar clearer. Its peak is in October, which holds 65% of its yearly searches, and off season it is searched about ten times more than Black Friday. Black Friday is a single-window search: if you are not ranking by early November, you are too late.
Who holds the top 10 for "black friday"
Position among the organic results for "black friday" on Google Spain, in November of each year and in September 2026 (*). ">10" means outside the top 10:
| Site | 2023 | 2024 | 2025 | 2026* |
|---|---|---|---|---|
| MediaMarkt | 3 | 2 | 2 | 3 |
| Amazon | 1 | 1 | 4 | 11 |
| Wikipedia | 4 | 6 | 1 | 2 |
| El Corte Inglés | 10 | 7 | 3 | >10 |
| PcComponentes | 8 | 4 | 9 | 1 |
| Xataka | 2 | 3 | 7 | >20 |
| Back Market | 9 | 10 | 8 | 5 |
| El Mundo | >10 | >10 | 6 | >10 |
Six findings
1. Nobody owns first place
Amazon was first in 2023 and 2024, fourth in 2025 and is eleventh today. According to Ahrefs, its estimated November traffic for "black friday" fell from 82,883 visits in 2023 to 38,133 in 2025. PcComponentes, eighth in 2023, is first today.
2. MediaMarkt is the only constant
Third, second, second and third. In November 2025 it had the most estimated traffic for "black friday" (74,479 visits) and for the ten "black friday" searches that bring it the most visits (412,900). It also owns its brand: its "mediamarkt black friday" style searches alone added up to 214,208 that month.
3. El Corte Inglés grows the most
From tenth in 2023 to third in 2025. Its estimated traffic for "black friday" went from 7,105 to 47,989 visits, and it was the site that got the most traffic from "black friday 2025": 113,855 visits, ahead of MediaMarkt (91,084) and Amazon (72,867).
4. The search is turning informational
Wikipedia rose from fourth to first in 2025. And in the September 2026 snapshot, "what is Black Friday" pages from low-authority sites such as VidaCaixa (DR 44) or GranCasa (DR 36) make the top 10, next to the European Consumer Centre's guide. Good informational content can squeeze in among the giants.
5. News outlets lose organic spots and win in Top stories
Xataka went from second place to outside the top 20, and its estimated traffic for "black friday" fell from 66,171 to 19,524 visits. But news outlets have not disappeared: they moved to the Top stories block. On 24 November 2025, for "ofertas black friday" (Black Friday deals), that block held first position with El Mundo, El Periódico, MARCA (with a live piece), HOLA, 20minutos and Xataka. For a brand, being featured on those outlets is the fastest way to the top.
6. Deal aggregators keep their niche
Chollometro is first for "mejores ofertas black friday" and "chollos black friday", and by September 2026 it already ranks eighth for "black friday". Sites built only for the event, such as blackfriday.es, get almost no traffic.
What brands can learn
- Stability is built all year round. MediaMarkt does not show up in November by chance: its position has been the same four years running.
- Climbing is possible. El Corte Inglés and PcComponentes show a top 3 can be won in one or two campaigns.
- Top stories is the way in. If you cannot compete for "black friday" with your own site, you can appear through the outlets that fill that block.
- The window is short. It is all decided in November, so the landing page and the links need to be ranking in October.
If you are preparing yours, the Black Friday campaign guide has the week-by-week timeline.
