Black Friday Trends: What Marketers Need to Know in 2024
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Over 90 million people in the US alone shopped online on Black Friday 2023, proving that the allure of big sales and exclusive deals remains strong.
But with this growing demand comes intense competition, making it more essential than ever for marketers to adopt strategies that stand out.
We've researched this year's trends — keep reading to learn more about them!
With 46.46% of shoppers planning to use their mobile phones for online purchases, it's clear that mobile optimisation is crucial for Black Friday success.?
More shoppers than ever are browsing and buying directly from their phones, so a mobile-friendly site can significantly impact their experience with your brand on this high-stakes shopping day.
Actionable Last Minute Tips:
Standing out in the Black Friday frenzy means building up excitement for your deals across social media in advance. Jacqueline Windsor, Head of Retail at PwC UK, advises that “winning Black Friday is about precision over mass promotions” to maximise sales while protecting profit margins. She recommends taking a targeted approach to get ahead in a highly competitive season.
Performance on Black Friday also sets the stage for the remainder of the holiday season. According to industry expert Saunders, this year’s Black Friday is “a marathon, not a sprint.” Many retailers are shifting to a sustainable approach, mapping out promotional calendars that spread across the whole holiday period to sustain consumer interest beyond a single day.
One effective way to engage consumers on social media is to lean into holiday-themed content—think gift guides, festive tutorials, and limited-edition items. Platforms like TikTok and Instagram, especially popular among Gen Z, are top destinations for discovering new products and brands in categories such as fashion, beauty, food, and DIY. Leveraging these platforms can help brands connect with trend-driven shoppers and showcase their offerings in creative ways.
Automate Instagram Engagement and Drive Results
With Gravitate, you can engage your audience in real time, deliver instant value through tailored offers, and maintain a consistent brand presence—all without hassle.
How does it work? Gravitate simplifies Instagram engagement by automatically responding to DMs or tagged posts with predefined keywords. When users tag or DM your brand with specific terms, Gravitate triggers a custom response, directing them to a campaign, discount, or any other targeted destination. ?
This feature enhances the user experience by making it simple for followers to access specific content or take advantage of special offers instantly.
Did you know 51% of UK consumers feel Black Friday overconsumption raises environmental concerns? By committing to eco-friendly initiatives, you can demonstrate responsibility and integrity, which enhances credibility and emotional connection with customers.
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What does that mean in practice? Sustainable product options, additional information on carbon footprints, sourcing, and recyclability, or rewards initiative where customers earn points for eco-friendly actions, such as using reusable bags, recycling products, or choosing carbon-neutral shipping options.
But this doesn’t stop with consumer actions — make your sustainability efforts visible across your website and social media. Consider donating a portion of sales to an environmental charity or starting a “buy one, plant one” initiative to plant trees with each purchase.
Whereas most brands will be heavily focusing on customer acquisition, make sure you don’t forget about your existent, loyal customers.?
Creating a sense of exclusivity can make customers feel like they’re part of something special. Experiences such as behind-the-scenes tours, meet-and-greets with industry experts, or early access to product releases can be highly enticing.?
VIP deals add a sense of exclusivity, motivating early shopping and deepening customer loyalty. Rather than providing large, general discounts, consider alternative approaches. For example, grant VIP customers early access to Black Friday offers, create exclusive VIP-only promotions, and send personalised emails—such as a “Your Favourites This Year” message that highlights recent purchases and offers discounts on those items.