Black Friday 2024

The story of Black Friday 2024 goes beyond numbers. Sure, ecommerce sales saw a remarkable 14.6% year-over-year (YoY) growth, but the bigger story lies in how retail brands leveraged technology, consumer insights, and innovative strategies to drive this surge.

The trends shaping this year’s success illuminate not only what worked but what the future of holiday shopping could look like.

The Power of Mobile-Led Commerce

This Black Friday, mobile devices accounted for 80% of site traffic and 73% of all online orders. Between November 1 and November 29, mobile commerce drove over half of all online revenue—a leap from previous years and a clear sign of its dominance.

Brands that prioritized seamless mobile shopping experiences reaped the rewards. From lightning-fast load times to intuitive navigation and payment integration, the mobile-first approach was not just an advantage; it was essential.

For brands, mobile-first strategies must go beyond aesthetic improvements. They require continuous refinement in performance, usability, and integration with payment solutions like digital wallets. A poor mobile experience can lead to lost sales, while a frictionless one builds trust and drives loyalty.

Flexible Payments: A New Standard

Buy Now, Pay Later (BNPL) services stood out as a pivotal factor for holiday shoppers. Adobe Analytics reported $686.3 million in BNPL purchases on Black Friday, up 8.8% YoY. In an era where consumers seek ways to stretch their budgets, offering flexibility has become table stakes for retailers competing for attention.

Today’s consumers are navigating economic uncertainty and are more deliberate about their purchases. Flexible payment options like BNPL empower shoppers to manage their budgets without sacrificing their buying power. For retailers, offering these options isn’t just a nod to convenience—it’s a statement of understanding your customers’ financial realities.

Retailers who integrate flexible payments not only see higher conversions but also establish themselves as trusted partners in their customers’ purchasing journey.

AI-Powered Shopping Assistance:
Personalized, Scalable, Essential

Generative AI (GenAI) tools proved their value, delivering a 9% higher conversion rate for retailers that implemented them. From chatbots helping shoppers find the perfect gift to personalized product recommendations, AI-driven tools transformed the customer journey into an efficient and engaging experience.

In an era of information overload, personalization is the differentiator. AI tools enable retailers to scale personalization without sacrificing quality, creating tailored shopping journeys that feel intuitive and human. Consumers rewarded brands that used AI to anticipate their needs and simplify decision-making.

For retailers, the lesson is twofold: embrace AI as a customer service enhancement and as a strategic differentiator. AI doesn’t replace human insight; it amplifies it, enabling brands to build deeper, more meaningful connections with their customers.

Strategic Takeaways for Retailers

While Black Friday is a marquee moment in the retail calendar, the strategies that drove success this year are relevant year-round.

These takeaways reflect broader consumer expectations. Meeting these standards is about solidifying your brand’s reputation in an increasingly competitive market.

Empowering Brands to Lead

Channel Bakers is redefining what it means to excel in a digital-first world, delivering data-driven strategies that aren’t just reactive but transformative. With expertise spanning retail media networks and precision execution on platforms like Amazon, Channel Bakers equips brands to not only adapt but lead. Every campaign, channel, and touchpoint is meticulously optimized to ensure measurable impact and sustained growth.

As the holiday season accelerates and 2025 approaches, now is the time to elevate your ecommerce strategy.