The projections for the Black Friday weekend are a clear sign that online spending is here to stay. Consumers are increasingly opting for the ease of online shopping over physical stores, driven by perks like free shipping, easy price comparisons, and exclusive online deals. For retailers, this means it’s time to double down on digital strategies.
This tendency also highlights the importance of an omnichannel approach. Retailers who blend the best of both worlds—online exclusives and in-store shopping experiences—will be better positioned to meet the needs of today’s shoppers.
Source: Pexels
6. In 2023, Black Friday online sales in the US reached a new high of $9.8B, an increase of 7.5% from the previous year
Black Friday 2023 saw US online sales hit a new high of $9.8B. This growth points to the trend that consumers are increasingly choosing the comfort of online shopping over the hustle of crowded stores.
What’s driving this shift? Convenience, for one. Shoppers love the ability to snag deals from the comfort of their homes and expect a smooth, hassle-free experience. Businesses that can deliver on this expectation, offering personalized recommendations and secure transactions, are the ones who’ll see the biggest gains during Black Friday shopping.
7. Online mobile purchases are up 10.4% compared to 2022 Black Friday sales
As more consumers reach for their smartphones to shop online, businesses need to ensure their websites are not just mobile-friendly but mobile-first. Fast loading times, easy navigation, and secure payment options for mobile devices are key to keeping customers engaged.
The shift to mobile is a huge opportunity for ecommerce sales. Mobile-specific promotions, app-only discounts, and push notifications can drive engagement and boost sales. By meeting consumers where they are—on their phones—businesses can tap into the growing mobile shopping trend and make the most of Black Friday.
Source: Pexels
In 2023, more than a third of shoppers turned to social media platforms like Instagram and TikTok to find the best Black Friday deals. This shows that social media is a key discovery tool for holiday shopping. Beyond just scrolling to shop Black Friday sales, consumers are also using these platforms to seek out product recommendations, reviews, and influencer endorsements.
This statistic underscores the need for a strong social media presence. Engaging potential customers through influencer collaborations, targeted ads, and timely content can significantly boost visibility and sales during Black Friday.
Source: Pexels
9. A staggering 1.83B promotional emails are sent out during Black Friday
Email marketers go wild during Black Friday, sending out a whopping 1.83B promotional emails. These emails aren’t just hitting inboxes—they’re getting consumers’ attention, with nearly 387M opens and over 12.7M clicks. This shows just how effective email marketing can be in getting shoppers excited about Black Friday.
Unlike social media ads that might get lost in the noise, emails land directly in shoppers’ inboxes. For businesses, this means that crafting catchy, personalized email campaigns is crucial. Well-timed promotions, compelling calls to action, and relevant content can turn these emails into powerful Black Friday sales drivers.
10. In 2023, 17% of all end-of-year holiday orders were influenced by AI, totaling $199B
AI played a significant role in 2023, generating a whopping $199B in sales. AI’s ability to offer personalized recommendations and optimize pricing makes it a game-changer for retailers, especially during peak shopping seasons like Black Friday and Cyber Monday.
As AI technology continues to advance, its impact is only expected to grow in 2024 and beyond. Whether through personalized shopping experiences or smarter inventory management, using AI can help retailers meet the high expectations of consumers.
11. Consumers prioritize non-gift purchases and restock on holiday decorations, furnishings, and apparel
In 2023, there was a noticeable shift in consumer behavior, with a 25% year-over-year increase in non-gift purchases like holiday decorations, furnishings, and apparel. This shift indicates that Black Friday shoppers are looking beyond traditional gifts and are investing in their comfort and style during the holiday season.
By focusing on trending items like custom clothing and home decor, businesses can attract a broader range of shoppers who want to refresh their homes and wardrobes for the season. Limited-time offers, discount codes, and targeted promotions in these categories can bring in sales during Black Friday.
12. Online shoppers are looking for low purchase thresholds, with an average willingness to spend $40 to qualify for free shipping
Free shipping is key in driving online retail sales during the holiday season. For ecommerce businesses, this insight is invaluable—offering free shipping at a reasonable threshold can accelerate your Black Friday sales.
By setting a minimum order amount that encourages customers to add a few more items to their carts, businesses can increase their average order value.
Source: Pexels
13. Clothing, shoes, jewelry, beauty products, and electronics are the trending Black Friday deals
Black Friday 2023 saw a wide range of trending deals, with clothing, shoes, jewelry, beauty products, and electronics leading the charge. This variety shows the broad consumer interests during the holiday season, with everything from fashion to tech on their shopping lists.
For retailers, stocking up on these in-demand categories is a smart move. Tailoring marketing efforts to highlight these products can help attract Black Friday shoppers looking for both practical items and indulgent splurges. Bundling related items or offering flash sales in these categories can create urgency, encouraging shoppers to snap up deals before they’re gone.
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