17 Dec 2024
Black Friday 2024: Key trends and observations
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By Ellie-Rose Davies, Content Executive at IMRG
As consumer sentiment improved towards the latter half of the year, Black Friday week (Mon-Cyber Mon) experienced an unexpected +3.1% Year-on-Year (YoY) increase, against IMRGs initial -1% YoY forecast. The week revealed significant trends which we will cover in this blog:
While Wednesday emerged as the top-performing day, this was set against a notably poor performance last year, effectively balancing the data out.
More strikingly, Saturday and Sunday outperformed Black Friday itself, suggesting that UK customers were making the most of the weekend and more free time to do their post-pay day shopping.
As noted by Ellie Morgan, Digital PR Manager at NOVOS, Black Friday 2024 was a record-breaking event for many of our clients, but interestingly, the actual day wasnt the biggest for most.
She says, While Friday saw significant sales, the largest spike often came on the Sunday following Black Friday. This suggests that while Black Friday is busy, shoppers may feel overwhelmed by sales, and many delay their purchases.
Also, Head of SEO at NOVOS, Tom Gandhi shares that this delay in uplift was due to High numbers of customers landing on site in the run up to the BFCM weekend clearly looking for deals to go live, but not converting.
Ellie continues, Since sales were extended over a week, shoppers took advantage of the quieter Sunday to browse and buy, reveals Ellie. eCommerce brands should consider this shift in consumer behaviour when planning their marketing strategies for next year to maximise sales.
For three years running Cyber Monday has experienced Year-on-Year (YoY) growth. Interestingly, Gavin Murphy, CMO of Scurri reveals that data from their platform showed that Year-on-Year, online sales volumes for the Black Friday Cyber Monday (BFCM) period was up by +33%, with Cyber Monday outperforming an already buoyant Black Friday, with the number of items purchased rising significantly, up +78% on Cyber Monday compared to Black Friday.
Gavin exclaims, While we saw the same trend of Cyber Monday delivering the largest jump in online orders during the discounting weekend in 2023, this was even more marked this year. With consumer caution and spending decisions being carefully considered, shoppers were holding out to the very last moment to convert to secure the best prices.
- Shifts in daily shopping behaviour, with Sunday outperforming Black Friday
- Smarter promotions and pricing strategies driving stronger results
- Longer campaigns transforming Black Friday into Black November
- Operational challenges amidst record-breaking volumes
- Marketplaces disrupting traditional sales with ultra-affordable products
Shifts in daily shopping behaviour
The daily revenue split this year was interesting:
While Wednesday emerged as the top-performing day, this was set against a notably poor performance last year, effectively balancing the data out.
More strikingly, Saturday and Sunday outperformed Black Friday itself, suggesting that UK customers were making the most of the weekend and more free time to do their post-pay day shopping.
As noted by Ellie Morgan, Digital PR Manager at NOVOS, Black Friday 2024 was a record-breaking event for many of our clients, but interestingly, the actual day wasnt the biggest for most.
She says, While Friday saw significant sales, the largest spike often came on the Sunday following Black Friday. This suggests that while Black Friday is busy, shoppers may feel overwhelmed by sales, and many delay their purchases.
Also, Head of SEO at NOVOS, Tom Gandhi shares that this delay in uplift was due to High numbers of customers landing on site in the run up to the BFCM weekend clearly looking for deals to go live, but not converting.
Ellie continues, Since sales were extended over a week, shoppers took advantage of the quieter Sunday to browse and buy, reveals Ellie. eCommerce brands should consider this shift in consumer behaviour when planning their marketing strategies for next year to maximise sales.
For three years running Cyber Monday has experienced Year-on-Year (YoY) growth. Interestingly, Gavin Murphy, CMO of Scurri reveals that data from their platform showed that Year-on-Year, online sales volumes for the Black Friday Cyber Monday (BFCM) period was up by +33%, with Cyber Monday outperforming an already buoyant Black Friday, with the number of items purchased rising significantly, up +78% on Cyber Monday compared to Black Friday.
Gavin exclaims, While we saw the same trend of Cyber Monday delivering the largest jump in online orders during the discounting weekend in 2023, this was even more marked this year. With consumer caution and spending decisions being carefully considered, shoppers were holding out to the very last moment to convert to secure the best prices.
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