2023-01-03 12:10Press release

Ninja topples Apple as most popular brand in the run up to Christmas

Demonstrating the significance that the cost of living crisis is having on shopping habits right now, an air fryer brand is dominating searches on PriceSpy, the fully impartial price and product comparison service. 

Air fryers have skyrocketed in popularity so much that Ninja has overtaken Apple as the most popular brand* on PriceSpy in the run up to Christmas - based on online behaviour of millions of consumers in the UK**.

Air fryers dominate Christmas shopping

The top three most popular products*** on Black Friday this year were all air fryers, with the popularity of the cult product showing no signs of slowing. This is in sharp contrast to recent years where shoppers have been searching for expensive consumer electronics.

Liisa Matinvesi-Bassett, UK country manager at PriceSpy, comments: “Toppling the big tech brands when it comes to popularity is no mean feat, especially at Christmas. Ninja appearing so prominently at the top of the list is a direct sign of just how much the cost of living crisis is impacting people’s day-to-day habits. Never before have we seen the craze around one specific product take off in such a way.”

“Black Friday is always a good indicator of the Christmas shopping period as a whole. So, it’s a safe prediction that air fryers will be under many people’s Christmas trees this year!”

Cost-conscious shopping habits

Purchase intent for air fryers and fryers on PriceSpy was up by a staggering 4,477% between September - November****. Other ways that the cost-of-living crisis is impacting people’s shopping habits include:

  • The popularity of sex toys is up 56% year-on-year as people prioritise staying in over going out

  • Smart home sensors and sirens have increased in popularity by 61%, with people wanting greater control over their heating and energy usage and home security

  • Multicookers - another kitchen-related craze - and slow cookers have increased in popularity by 771% and 290% respectively, as people look for different ways of cooking affordably

Liisa continues: “Whilst financial-mindedness may be behind these new product trends, we expect many shopping habits - and product preferences - to remain once the cost of living situation eases.”

Notes to editors

*Clicks on PriceSpy between 1st September - 30th November [2020, 2021, 2022]

**Google Analytics

***Clicks on PriceSpy on Black Friday [2020, 2021, 2022]

***Data on PriceSpy between 1st September - 30th November 2022 vs 1st September - 30th November 2021

About PriceSpy

PriceSpy is a comprehensive price and product comparison service used by millions of consumers every month. It helps consumers find, discover, research and compare products.  Since the business first started in 2002, its main objective has been to help consumers make better purchasing decisions. PriceSpy does this by collecting and sharing honest, transparent information about retail shops, products and prices. PriceSpy has well over 700 000 indexed products, sold by more than six thousand shops. PriceSpy is part of Schibsted and is located in Sweden, Norway, Denmark, Finland, New Zealand, France and the United Kingdom. The PriceSpy app is available to download for free, via the App Store and Google Play.


Liisa Matinvesi-Bassett
Country Manager - PriceSpy
Liisa Matinvesi-Bassett