The clock strikes midnight. Shoppers huddle outside stores, braving the cold for jaw-dropping deals. Online, carts are checking out faster than you can say, “flat 50% off.” Black Friday, the most exciting shopping event of the year, has arrived. For retailers, it’s more than just a day of chaos—it’s a golden opportunity to stand out, win loyal customers, and boost profits like never before.
In this guide, we’ll share the magic behind Black Friday, spotlight last year’s record-breaking moments, and reveal strategies to help your brand thrive this year.
Let’s make Black Friday 2024 your best one yet.
Why Black Friday Still Rules the Shopping World
Back in the 1950s, Philadelphia traffic cops called the Friday after Thanksgiving “Black Friday” to describe the chaos caused by shoppers and football fans flooding the city. Little did they know the term would one day symbolize retail success.
Fast-forward to today, and Black Friday is the launchpad for the holiday shopping season. Whether it’s doorbuster deals in-store or massive online sales, brands everywhere go all out—and it works.
Take it from Karen, a small business owner in Denver. “Our Black Friday sales have become our biggest revenue generator of the year,” she shared. “We’re already planning next year’s deals before the season even ends.”
2023 By the Numbers: Black Friday’s Booming Impact
Last year’s Black Friday was a game-changer:
- $10.8 billion was spent online in the U.S., up 9.9% from the previous year.
- Over half (53.2%) of online spending came from mobile shoppers.
- Cyber Week (Thanksgiving through Cyber Monday) brought in a whopping $40 billion.
These numbers don’t lie: Shoppers are spending more and shopping smarter. Mobile convenience, early deals, and personalized recommendations are keeping Black Friday bigger and better than ever.
2024: A Golden Opportunity for Retailers
This year is shaping up to be even better pointing to higher spendings and a healthy economy. In the states, holiday online sales are expected to hit $240.8 billion, with Black Friday leading the charge. To capture this growth, here’s what today’s shoppers want:
- Sustainability: Eco-conscious consumers are looking for brands that care about the planet. We have seen an increase in glance views of products with a sustainability tag.
- Omnichannel Shopping: A seamless mix of online and in-store options is key with some exclusives
- Personalization: Tailored deals and recommendations aren’t just nice—they’re essential.
The bottom line? Black Friday 2024 is packed with opportunities for brands that adapt and evolve.
Your Black Friday Playbook: 5 Winning Strategies
- Build Buzz Early: Get shoppers hyped up with sneak peeks and exclusivity:
- Send your VIPs early-access emails.
- Post countdowns or deal teasers on social media.
- Make it special: As Karen puts it, “Our early access deals make our best customers feel like insiders.”
- Create Seamless Omnichannel Journeys: Shoppers expect a smooth, unified experience across platforms.
- Sync promotions online and in-store.
- Optimize your mobile checkout process—mobile shopping made up 53.2% of Black Friday online sales last year!
- Leverage AI for Personalization
- Use AI tools to recommend products your customers actually want.
- Offer dynamic pricing to match their budgets.
- “Personalized offers led to a 20% increase in our conversions last year,” said Lisa, an e-commerce manager.
- Bundle and Upsell Like a Pro
- Pair related products (e.g., “Buy this sweater, get a scarf 50% off!”).
- Offer premium upgrades at discounted prices. Customers love bundles—they feel like they’re getting more for less.
- Create Urgency with FOMO
- Add countdown timers to your website.
- Highlight limited stock: “Only 3 left!” drives quick decisions.
Read more at Best Black Friday Sale strategies
Avoid These Common Pitfalls
Even the best plans can flop without careful attention:
- Overpromising Deals: Avoid stockouts by managing inventory closely.
- Website Glitches: Stress-test your website for high traffic.
- Neglecting Follow-Up: Thank customers and encourage them to share their purchases on social media.