How Just Eat Takeaway.com fuelled its biggest Black Friday month yet

The retail world just wrapped up one of its biggest seasons, and at Just Eat Takeaway.com, we helped retailers and consumers conquer the digital shopping marathon. For many, the Black Friday Month meant weeks glued to screens, hunting for deals on everything from electronics to beauty products.

We saw record orders and delivery volume throughout the month, proving we are an essential on-demand delivery partner—not only offering convenience to consumers but also enabling retail brands to bypass traditional delivery bottlenecks and expose their Black Friday deals to a wider customer base, securing rapid deliveries for everything from last-minute gadgets to essential holiday supplies.

This demand for instant gratification was most evident in our Electronics category, which saw an unprecedented number of orders during November. Gaming dominated the season. We delivered over a thousand gaming controllers, with PlayStation models accounting for 90% of those sales. With an additional 800+ games delivered in under an hour, it's clear gamers prioritised getting their hands on the deal right away. Pokemon-related products and Fujifilm instax mini film packs were also in high demand.

Beauty deals were very popular among our users. Tom Ford Black Orchid emerged as the most ordered fragrance,proving luxury purchases are now an on-demand expectation. Revolution was the most ordered brand for Cosmetics, with eyebrow pomade and eyelash glue being the top individual items. 

Across the entire Pet Care vertical, Black Friday deals drove bigger baskets and best trading weeks with some of our major pet retailers in Europe.

These record-breaking sales were enabled by a strategic selection of promotions across key categories:

• Beauty: In the UK, better than half price on fragrances from Boots, and Superdrug deals included 30% off on gift items. In Spain, we offered up to 30% off beauty items from Clarel.
• Electronics & Gaming: In November, MediaMarkt provided Lieferando users with €25 off their purchases, alongside a competition where one lucky customer could win the opportunity to fill a JET backpack with products in 60 seconds to keep.
• Gifts & Toys: Shoppers could simplify their holiday gifting and decorating with Card Factory's 30% off on gifting & balloons deals. In Spain, customers could buy one item, with 2nd half price at ToysRus.
• Pet Care: Even pet parents could benefit from the Black Friday deals with 25% off Fressnapf’s own range “Real Nature” in Austria and 30% off in Switzerland
• Self Care: Hot deals across Europe, with up to 85% off adult toys at Magic X in Switzerland and up to 54% off from Platanomelon in Spain.