When does November really peak? 11.11 and Black Friday in Türkiye

Across 2023, 2024 and 2025, the electronics and home terms we tracked drew more search interest around 11.11 than around Black Friday. Our winter-heavy fashion terms leaned toward Black Friday in every year.

Even within one product group, the answer could change with the window. In 2023, all five small-appliance terms were higher on 11 November than on Black Friday itself. Across the surrounding seven days, the Black Friday window was slightly higher.

We compared selected product searches across three years with official marketplace transaction data and a separate panel of 30 advertiser pages. The research covers Türkiye (Turkey); it compares the 11 November shopping event, often called 11.11 or Singles' Day, with Black Friday.

11.11 or Black Friday: does the product change the answer?

Electronics and home leaned toward 11.11 in all three years. Winter-heavy fashion leaned toward Black Friday throughout. Small appliances changed direction after 2023, while sports and outdoors was close to parity in 2024 and 2025.

We compared 8–14 November with a seven-day window centred on Black Friday in each year. Each window includes all seven weekdays. The table shows how much higher or lower combined normalized search interest was around 11.11, relative to the Black Friday window.

Positive values mean higher interest around 11.11; negative values mean higher interest around Black Friday. Five selected terms per basket, except beauty, which uses three complete series. Source: Adgent analysis of Google Trends, Türkiye.

The electronics gap was narrow in 2023, while the fashion gap was much larger. Neither establishes a dependable future advantage; term selection and the comparison window still matter.

The fashion selection also has a seasonal bias: three of its five terms are “mont”, “bot” and “kazak”, meaning coats, boots and sweaters. Its later-November pattern cannot be attributed to Black Friday alone. “Bot” also has a software meaning, addressed in the sensitivity checks below.

For a marketing team, the useful next step is to examine the products that drive its own sales. A category label gives a starting point; the actual range determines whether this comparison is relevant.

Can a stronger shopping day sit inside a weaker week?

In the 2023 small-appliance basket, all five tracked terms had higher relative search interest on 11 November than on Black Friday, 24 November. The combined basket also reached a higher daily level against its own October baseline. Yet the seven-day Black Friday window was 3.0% higher than the 11.11 window.

The weekly result is the same comparison as the −2.9% in the first table, expressed in the opposite direction: each percentage uses a different denominator. The daily result describes two dates; the weekly result includes interest around each event. Neither calculation tells us which period delivered more sales.

This single-year example checks a planning assumption: does an apparent advantage survive when the comparison expands from the event day to the surrounding week? It does not establish a recurring advantage for either period.

Stable product queries can hide changes in related searches

In October and November 2025, “laptop”, “kulaklık” and “süpürge” stayed in the same reported search-volume range. Some related discount and comparison queries increased, while “laptop kampanya” decreased.

“İndirim” means discount, “kampanya” refers to a campaign or promotion, and “karşılaştırma” means comparison. “Kulaklık” and “süpürge” mean headphones and vacuum cleaner. Source: Google Keyword Planner monthly estimates for Türkiye, retrieved via DataForSEO.

Looking only at general product names would miss these differences. Grouping every promotional phrase together would also conceal the opposite movements in “laptop indirim” and “laptop kampanya”.

Some query contrasts also appeared in 2024. “Laptop” stayed at a reported 246,000 while “laptop indirim” rose from 880 to 1,300. “Süpürge” stayed at 40,500 while “süpürge karşılaştırma” rose from 720 to 1,000. But “laptop kampanya” increased from 1,600 to 1,900 that year, unlike its decline in 2025.

Across the broader set of 30 general product terms, seven increased from October to November 2025, 15 stayed in the same reported range and eight decreased. The selected terms did not move uniformly.

These are rounded estimates, not exact counts or tracked user journeys. Specific queries are much smaller than the general terms, so read their percentage movements alongside their absolute volumes. For an account review, keep product, discount, campaign and comparison queries separate, then use your own search-term and conversion reports to assess their value.

Was 11.11 bigger than Black Friday for marketplace transactions?

11 November had the highest marketplace transaction count in both 2024 and 2025, according to the Ministry of Trade's ETBİS reports (2024, Table 2; 2025, Table 1). In 2025, 27 November ranked second, ahead of Black Friday on 28 November.

11 November accounted for 0.79% of annual marketplace transactions in 2025. That is approximately 2.9 times the year's daily average, calculated from the published share. The same table gives 28 November a 0.53% share. Comparing the two rounded shares implies about 49% more transactions on 11 November than on Black Friday itself.

These are different comparisons: 2.9× uses the annual daily average; approximately 49% uses Black Friday's transaction count. Both concern individual days and marketplace transaction counts, not full campaign revenue, profit or advertising returns. The product-search comparisons add detail about selected queries; they do not explain the causes of the aggregate transaction pattern.

How did Meta advertiser activity change in November 2026?

Across the same 30 tracked pages, reported active ads rose from 5,548 on 3 November to 6,468 on 8 November 2026, an increase of 920, or 16.6%. The change varied considerably across the selected groups.

Source: Adgent observations of Meta Ad Library, matched pages on 3 and 8 November 2026. Counts are platform/provider-reported active-ad totals, not the number of ads whose text was read.

Electronics had the largest absolute increase and the highest percentage change in this panel. MediaMarkt added 129 reported active ads and Samsung added 96. Together, they accounted for 225 of the group's 241 additional active ads, about 93%.

Across the full panel, 26 pages increased, two were unchanged and two declined. Growth was widespread among the selected pages, while the size of the increase remained concentrated in particular accounts.

Absolute and percentage changes answer different questions. Sports and outdoors grew by 29.6%, adding 40 active ads from a smaller starting point. Small appliances grew by 25.4%, adding 204. Reporting both avoids confusing a high growth rate with a large contribution to the total change.

The panel is not representative of Türkiye's market. Active-ad counts do not directly measure spend, reach, auction pressure or performance. They cover a different period from the historical search series, so these observations cannot show that advertisers responded to those search patterns.

Questions for your November account review

Which timing pattern fits your product queries? Compare the products you actually sell across both event windows. Check whether one large term drives the basket result and whether the direction remains when you look at individual days and full weeks.

Which query phrases are changing? Keep general product searches, discount phrases and comparison queries distinct long enough to see their differences. Then use your search-term and conversion reports to assess which changes matter to your business.

Do your searches and transactions tell the same story? Compare external search patterns with your own orders and campaign results over matching periods. Stock, offer dates and measurement changes can help explain differences. Use a consistent attribution window when reviewing campaign results.

How does advertiser activity compare with your results? Examine the particular advertisers behind a panel change. Assess your own delivery, costs and returns before using active-ad counts to inform a campaign decision. Our Meta Ads account audit checklist provides a separate account-level review process.

Methodology and original queries

Scope and data

The historical study starts with six selected product baskets of five Turkish terms each. The weekly beauty comparison uses three complete series; two sparse terms are excluded. The 2026 Meta panel tracks 30 selected advertiser pages. Neither selection represents an entire industry.

Google Trends web search data was retrieved via DataForSEO on 2 November 2026. Each basket and year was requested separately, with all five terms together on a shared 0–100 scale, covering 15 October to 15 December.

Google Keyword Planner history for 159 selected queries was retrieved via DataForSEO on 3 November 2026, using Türkiye, Turkish language and search partners disabled. Monthly history was returned for 130 queries. The examples compare October and November within the same year. The history ended in September 2026, so no October-to-November 2026 search-volume comparison is included.

Comparison windows and calculations

The 11.11 window is 8 to 14 November in every year. The Black Friday windows are 21 to 27 November 2023, 26 November to 2 December 2024, and 25 November to 1 December 2025. The latter two include early December to preserve the same seven-day comparison.

Within each basket-year request, daily indices are summed for the included terms and averaged across each seven-day window. Five terms are included except for beauty, which uses three complete series. The table reports:

(11.11 window average ÷ Black Friday window average − 1) × 100

For the daily small-appliance comparison, the basket's event-day index is divided by its own mean daily index over 15–31 October. The chart sets that baseline to 100. The trailing seven-day average includes the current day and the six preceding days; it is distinct from the fixed event-window comparison.

The 2023 small-appliance window sums are 1,468 for 11.11 and 1,512 for Black Friday. Thus (1,468 ÷ 1,512 − 1) × 100 = −2.9%, while (1,512 ÷ 1,468 − 1) × 100 = +3.0%, after rounding.

For 2025 marketplace transactions, the annual-average ratio is 0.0079 × 365 = 2.8835, rounded to 2.9×. The direct comparison with Black Friday is (0.79 ÷ 0.53 − 1) × 100 ≈ 49.1%. Both use published rounded shares, so the ratios are approximate.

Meta panel and coverage

The collection requested active ads delivered in Türkiye and retained reported totals separately from sampled ad text. Both comparison dates cover all 30 pages. Percentage change is (8 November total ÷ 3 November total − 1) × 100; group rates use group totals.

The 7 November collection covered 25 pages and the 9 November collection covered 14. Their raw totals are not compared with the complete 30-page panel. Ad-text samples and automated message tags are not used to estimate message prevalence in this article.

Interpretation limits

Google Trends uses sampled, normalized search data. Its index measures relative interest rather than absolute search counts. Independent basket-year scales cannot be compared as category market sizes or as absolute growth across years. Within a request, larger-index terms contribute more to the combined basket; this is not an equal-weight average of each term's percentage change.

The weekly beauty results exclude the sparse “cilt bakım” and “makyaj seti” terms. A missing observation or low index is not proof of no demand. Monthly search volumes are rounded and related variants may overlap; we do not sum them into market size or intent shares.

“Bot” can refer to boots or software bots. A recorded sensitivity check retained the fashion direction when “bot” was removed; removing “bot”, “mont” and “kazak” together brought the two periods close to parity.

The results are descriptive. The study does not estimate advertising returns, causal effects or an optimal budget split.

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Sources

• Adgent research data: Google Trends and Google Keyword Planner extracts retrieved via DataForSEO on 2 and 3 November 2026, and Meta active-ad counts for matched pages on 3 and 8 November 2026. Query selections, comparison windows and calculations are documented above.
• Google Trends: FAQ about Google Trends data, covering sampling, normalization and low-volume terms.
• Google Ads: Keyword Planner historical metrics and rounding, under “What your historical metrics mean” and “Things to keep in mind about your historical metrics”.
• Ministry of Trade / ETBİS: Türkiye'de E-Ticaretin Görünümü, 2024 report, published May 2025, Table 2.
• Ministry of Trade / ETBİS: Türkiye'de E-Ticaretin Görünümü Raporu 2025, published May 2026, Table 1.
• Meta: Ad Library, using Adgent's dated observations of the selected pages. Live totals change over time; the figures above describe the recorded 3 and 8 November 2026 snapshots.