Top 11 Black Friday & Cyber Monday Trends to Watch in 2024

Black Friday and Cyber Monday (BFCM) remain the highlights of the retail calendar, driving substantial sales and shaping consumer behavior annually. In 2023, global e-commerce sales during BFCM surpassed $9.8 billion, with a significant portion of purchases made via mobile devices. We understand you, and many businesses are preparing to adopt new strategies and technologies to maximize sales during these peak shopping events. 

Therefore, this article will help you explore the Top 10 Black Friday & Cyber Monday Trends to Watch in 2024, offering actionable insights to assist your eCommerce business thrive throughout this sales season.

Overview of BFCM: 2023 statistics and prediction

Black Friday and Cyber Monday (BFCM) 2023 continued to demonstrate their critical role in the retail landscape, showcasing both resilience and adaptability amidst economic challenges. Despite concerns over inflation and the cost-of-living crisis, consumer spending during BFCM proved robust, albeit with a more measured approach.

Key Statistics from BFCM 2023

• E-commerce Sales Growth: Online sales surged by 7.5% compared to 2022, reaching an impressive $9.8 billion. This growth underscores the sustained shift towards digital shopping platforms.
• Consumer Spending Behavior: Contrary to fears of reduced spending, consumers maintained their purchasing power by spending more slowly and prioritizing value. Shoppers focused on stretching their dollars, opting for deals that offered the best value rather than increasing overall expenditure.
• Early Holiday Shopping: A significant trend in 2023 was the surge in early holiday shopping, with consumers starting their holiday purchases around Halloween. This shift indicates a move toward beginning holiday preparations well in advance of November.

BFCM 2023 Shopping Trends by Industry

Different industries experienced varying impacts during BFCM 2023. Let’s check out the chart below showcasing the BFCM shopping trends in industries.

From a statistical point of view of ShipBob:

• Black Friday Sales Growth: Sales grew by an astonishing 255% compared to the average Friday in October.
• Saturday After Black Friday: Sales increased by 208% compared to the average Saturday in October.
• Total Weekend Sales: There was a 177% increase compared to the average weekend in October.
• Cyber Monday Sales: Sales grew by 145% compared to the average Monday in October.
• Average Order Value (AOV): The AOV increased by 18% compared to the average in October.

These staggering increases highlight the immense impact BFCM has on e-commerce brands, acting as a significant revenue driver during the holiday season.

Top-Performing Product Categories:

While BFCM serves as a fantastic revenue booster for most brands, certain product categories particularly soared in 2023:

• Best-Selling Products: Hair Care, Pet Supplements, Perfume, Probiotics
• Trending Categories:
• Jewelry: Sales skyrocketed by 1,035%
• Apparel: Sales surged by 769%
• Beverages: Sales increased by 598%
• Home Goods: Sales rose by 581%

These trends indicate a shift in consumer priorities, with a heightened focus on health, wellness, and personal care alongside traditional high-demand categories like apparel and home goods.

Predictions for BFCM 2024

Building on the trends of 2023, BFCM 2024 is expected to kick off even earlier, potentially starting in September and extending beyond the traditional end date. Several factors contribute to this anticipation:

• Shorter Holiday Season: With only 27 days between Thanksgiving and Christmas in 2024, retailers will have a limited window to capture holiday sales. This scarcity drives the need for earlier and more sustained marketing efforts.
• Increased Online Interest: BFCM-related keywords are already trending on Google Trends ahead of the official dates, indicating heightened consumer and retailer preparation for the upcoming sales frenzy.

Image source: Google Trends

Strategic Recommendations for 2024

To capitalize on the early start and extended sales period of BFCM 2024, businesses should implement early and consistent marketing strategies:

• Plan Ahead: Begin teasing deals and promotions in September to build anticipation. Early engagement helps secure consumer interest before the market becomes saturated.
• Consistent Engagement: Maintain a steady flow of content and promotions from the pre-holiday period through to the post-holiday season. By doing this, you will not only keep your brand visible during peak shopping days but also foster long-term customer loyalty and encourage repeat purchases.

Top BFCM trends for 2024

To support you in preparing for your sale-booming BFCM 2024 season, we would love to share ten insights that we believe are the top BFCM Trends for 2024 that you should incorporate into your strategy.

1. Early Holiday Shopping Trends

In 2023, we noticed a significant trend of holiday shopping starting earlier than usual. Retailers began promotions as early as September, and by October, social media was flooded with ads encouraging early holiday shopping. This shift is evident as consumers took advantage of discounts and sales around Halloween, showing a move towards preparing for the holidays well in advance.

A Statista report revealed that 56% of consumers started their holiday shopping by October or earlier, up from 50% in 2022. 

This shift was largely driven by shorter holiday seasons and the need for retailers to maximize sales within a condensed timeframe.

2. Hyper-Personalization through AI and Machine Learning

Artificial Intelligence (AI) really stepped up its game during BFCM 2023. It influenced over 17% of all holiday orders in November and December, driving an impressive $199 billion in sales. Just during Cyber Week, AI-powered recommendations alone accounted for $51 billion in online sales. This highlights how much AI is shaping the way consumers shop and make purchasing decisions. Looking ahead, AI and machine learning are set to take personalization to a whole new level. By predicting what customers want and how they behave, your businesses can offer truly customized shopping experiences that satisfy customers and boost sales.

For example, an online fashion retailer can use AI to suggest outfits based on a customer's browsing history and prior purchases, making the shopping experience more intuitive and enjoyable. 

If you are new in eCommerce, you can lean on the AI power to set up your whole online store and start driving sales from this BFCM season. Here we will place some insights for you to start:

• [+19] Best AI Voice Generators Free & Paid
• +17 Best AI Logo Generators in 2024: Free Options Included!
• Top 24+ Must-Try AI T-Shirt Design Generators
• [15+] Best AI-Powered Graphic Design Tools  

3. BFCM Social Commerce and Live Shopping

Social media platforms are now powerful sales channels.

Since the 2010s, social commerce has surged, with platforms like Instagram, TikTok, and Facebook adding accessible shopping features. Live shopping events and shoppable posts are proving to be practical tools for engaging audiences and boosting sales directly within social apps.

4. Mobile-First Shopping Experience

Image source: Salesforce

With more than 60% of BFCM purchases being made through mobile devices, it's now more important than ever to optimize the mobile commerce experience. 

By prioritizing mobile usability, your website becomes more than just responsive—it becomes intuitive and lightning-fast. Simplified navigation, larger buttons, and one-click ordering enhance user experience and boost conversion rates. Integrating mobile payment solutions like Apple Pay and Google Pay makes checkout smoother and more secure for customers on the go.

5. BFCM Sustainable and Ethical Consumerism

Today's consumers are more environmentally conscious, seeking out brands that prioritize sustainability and ethical practices.

During BFCM 2023, this trend became even more prominent. Consumers not only hunted for the best deals but also considered the environmental impact of their purchases. The number of eco-active shoppers—those specifically looking for sustainable products—increased to 22%, up from 18% in 2022. Similarly, eco-considerers—shoppers who factor sustainability into their decisions—rose to 40%, up from 38%

In 2024, sustainability will continue to influence purchasing decisions, with shoppers favoring eco-friendly products and brands demonstrating a genuine commitment to reducing their environmental footprint. You can make a big difference by using eco-friendly materials, going green in your manufacturing, and being open about your supply chains. By promoting these values in your marketing, you can draw in and keep customers who care about the environment.

Brands that focus on sustainable practices, like using biodegradable packaging and supporting fair trade, can appeal to more loyal customers and increase sales.

6. Extended BFCM Sales Periods

As the previous year's figure of Early holiday shopping above, businesses are extending this 2024 BFCM sales period to maintain momentum and engage customers over a longer timeframe by starting promotions as early as September and continuing through the holiday season. This approach not only spreads out the sales but also reduces the pressure on both retailers and consumers, leading to a more enjoyable shopping experience.

7. Enhanced Customer Experience with AR and VR

The online shopping experience is being changed by Virtual Reality (VR) and Augmented Reality (AR), making it more interactive and immersive. These technologies allow visualizing products in their own space and trying them on virtually before making a purchase. Enhanced product demonstrations and virtual storefronts can significantly reduce uncertainty and increase confidence in buying decisions, ultimately driving higher sales and reducing return rates.

For instance, a furniture store might use AR to let customers see how a new sofa looks in their living room, making it easier to decide on the perfect piece.

8. Omnichannel Integration and Seamless Shopping

Customers anticipate a unified shopping experience across various channels, encompassing online platforms, physical stores, and social media. 

Omnichannel integration ensures consistent inventory, branding, and customer service across every platform. Plus, features like Buy Online and Pick Up In-Store (BOPIS) provide flexibility and convenience, allowing customers to choose how and when they shop. Not only just enhancing customer experience, this unified method can also maximize sales opportunities.

Providing options like BOPIS allows customers to enjoy online shopping’s convenience with the immediacy of in-store pickup, catering to diverse shopping preferences.

9. Voice Commerce and Smart Assistants

Voice-activated shopping is on the rise as more consumers use intelligent assistants like Amazon Alexa, Google Assistant, and Apple Siri to make purchases (more than 27% of US consumers). Optimizing for voice search and integrating voice commerce capabilities can assist customers in finding and buying their desired products quickly- just through simple voice commands. This hands-free shopping method is particularly appealing to busy consumers who value convenience and speed.

Imagine a customer asking their intelligent assistant to reorder their favorite coffee beans or add a new pair of shoes to their cart without lifting a finger.

10. Data Privacy and Secure Transactions

With more people concerned about data privacy, it is essential to secure transactions and protect customer information. GDPR and CCPA compliance is essential for building trust. Using SSL certificates and trusted payment gateways reassures customers that their information is secure, creating a safe shopping environment.

Transparent privacy policies and secure payment options build customer trust and encourage confident purchases.

11. Influencer Partnerships and User-Generated Content

Talking about BFCM trends, we cannot ignore “Influencer partnership.” 

While big-name influencers with massive followings can help you reach a wide audience, micro and nano-influencers—those with anywhere from 1,000 to 100,000 followers—often enjoy higher engagement and stronger connections with their communities. According to Spiralytics, images posted by micro-influencers convert over 20%, which is 7% higher than the industry average for macro-influencers. Micro and nano influencers, with their relatable and trustworthy personas, often have a more effective impact through their recommendations. 

Moreover, encouraging user-generated content (UGC) lets customers share their real experiences, building a community and trust around your brand. 

According to EveryoneSocial, 79% of people say UGC highly influences their purchasing decisions, highlighting its authenticity.

Ecommerce Action Plan for Capitalizing on BFCM Trends

We've got two important things on our to-do list: putting together a sales-focused BFCM landing page using EComposer and putting into action some practical BFCM marketing tips for 2024.

Build a Sale-Driven BFCM Landing Page by EComposer

Landing pages work great for boosting sales in online stores. They are particular pages made for one specific thing, like signing up, subscribing, or buying something. They show off products that match your ads and are a super-focused way to get more sales.

EComposer is known as Top-rated Shopify Page Builder App that lets you make high-converting landing pages just by dragging and dropping. You can make different pages, like cool product showcases, interesting About Us pages, and detailed product and collection pages. The app is easy to use and has lots of features to help you make professional-looking pages really quickly. EComposer is a total game-changer when it comes to making pages that get results.

Here’s how to create your high-converting landing page:

Step 1: Search and Install EComposer Landing Page Builder.

In the Shopify Admin dashboard, choose Apps, then click EComposer Builder.

Step 2: Create and Customize Black Friday and Cyber Monday Landing Pages

• Once you access the EComposer Builder Dashboard, Click Start Building in the dashboard's right corner.

Select Landing & Pages, then scroll down and type the keyword "BFCM," then select your favorite template to build your desired BFCM. Then select Next to continue.

• Name the page, and Start Building your Shopify BFCM landing page.

• Now, you just need to drag elements from the element sidebar, drop into the desired position, then customize their setting.

Hover on elements to edit and change any details in the template, including your BFCM content, deals, images, and products. Plus, you can adjust custom colors or alignment.

Step 3: Save and Publish

Once you finish, just click Save and Publish to see the whole BFCM landing page on the live site.

We highly recommend you watch the tutorial about step-by-step guide on building compelling Landing page using EComposer. Your BFCM web page creation will be completed with ease.

And to save your time and effort creating your BFCM pages, we would love to showcase some stunning pre-made templates as some inspirations for you. Check it out.

1- Black Friday Boutique - The perfect Shopify landing page for Apperal niches: 

2- Cyber Monday Electronics- The best choice for high-tech Shopify stores

3- Black Friday Electronics - Ideal for Electronics Gadget stores

4- Reward - Visual Loyalty Program landing page

Key Elements for an Effective BFCM Landing Page:

A high-converting BFCM landing page should have the following components:

1- Compelling Headlines and Clear Value Propositions:

The first thing catching customers eye when landing on your page is headline. So please make sure that your BFCM page’s headline conveys clearly communicate the value proposition, emphasizing what makes your offers irresistible. 

You can start with a strong, attention-grabbing headline that highlights your BFCM deals, such as Black Friday Super Sales, Unleash the Cyber Monday saving, etc. 

Many online shops create the headline emphasizing the exclusive BFCM DISCOUNT, like: Biggest sale of the year, Up to 80%, BUY 1 GET 1, etc.

2- Visually Appealing Design:

Obviously, a beautify and consistent page design can increase your brand awareness. That’s why you should ensure a clean, uncluttered layout that guides visitors toward key actions, such as making a purchase or signing up for exclusive deals. A consistent page also leans on the color scheme you choose. It should be link to other pages’s color theme, and the upcoming events. In this case, it is Black Friday, Cyber Monday.

Besides, you should select high-resolution images and graphics that reflect the festive spirit of BFCM. 

3- Prominent Call-to-Action (CTA) Buttons, including:

• Place clear and compelling CTAs that encourage immediate action, such as "Shop Now," "Grab the Deal," or "Limited Time Offer."

• Use contrasting colors for CTAs to make it visible on your BFCM landing page. Plus, ensure your Call-to-actions are easily clickable on all devices.

5- Countdown Timers and Urgency Cues:

• Incorporate countdown timers to create a sense of urgency, motivating shoppers to act quickly before deals expire.
• Highlight limited stock or exclusive offers to drive urgency further.

6- Mobile Optimization:

We all agree that this is the Mobile commerce era. So ensure your landing page is fully responsive, especially on mobile. Plus, simplify navigation and checkout processes to reduce friction and enhance user experience on smaller screens.

7- Trust Signals and Social Proof:

And the last element we recommend in this list is Social poof. In particular, You can include customer testimonials, reviews, and trust badges to build credibility and reassure shoppers about the quality and reliability of your products.

And it’s even better when you can showcase any awards or certifications that highlight your brand’s reputation.

BFCM Marketing Tips 2024

Implementing robust marketing strategies is essential to maximize your reach and sales during BFCM 2024. Here are some BFCM actionable marketing tips you should consider for this year's season:

1. Influencer Collaborations

Partnering with influencers can significantly enhance your reach and credibility. Influencers have loyal followers who trust their recommendations, making them perfect partners for promoting your BFCM deals. Here are some strategies:

• Choose the Right Influencers: Select influencers whose audience aligns with your target market. Micro-influencers, particularly those with niche followings, often boast higher engagement rates.
• Host Live Sessions: Collaborate with influencers to host live shopping events or product demonstrations. Real-time interactions can drive immediate purchases and increase brand visibility.
• Exclusive Deals: Offer influencers exclusive discount codes or early access to your BFCM sales to incentivize their followers to shop with you.

2. Limited Time Offers

Creating a sense of urgency encourages shoppers to make quicker purchasing decisions. Limited-time offers can drive traffic and boost sales by prompting immediate action.

• BOGO Deals and Flash Sales: Implement Buy One, Get One (BOGO) deals, flash sales, or hourly discounts to generate excitement and drive traffic to your site.
• Highlight Specific Products: Promote select products with steep discounts to attract attention and encourage impulse buys.
• Urgency Messaging: Use phrases like "Limited Time Only," "While Supplies Last," or "Ending Soon" to emphasize the temporary nature of your offers.

3. Early-Bird Discounts & Exclusive Previews

Rewarding early shoppers not only helps manage website traffic but also builds anticipation for your BFCM deals.

Here are some tactics you can use to:

• Tease Your Deals: Start teasing your BFCM offers in September with sneak peeks and exclusive previews to build excitement.
• Exclusive Early Discounts: Offer special discounts to customers who shop early, giving them a reason to prioritize your brand over competitors.
• Segmented Email Campaigns: Use your email list to send targeted early-bird offers to loyal customers, making them feel valued and encouraging repeat business.

4. Create Compelling Offers

Developing attractive offers that stand out is key to capturing the attention of deal-seeking shoppers.

• Transparent Pricing and Discounts: Clearly display your pricing and discount structures. Ensure that discounts are easy to understand and prominently featured.
• Bundled Deals: Create product bundles that offer more excellent value than individual purchases, encouraging customers to buy more.
• Loyalty Programs: Implement or enhance loyalty programs to reward repeat customers with exclusive deals, points, or referral bonuses.

5. Leverage Email Marketing

Email marketing remains a powerful tool for engaging customers and driving sales during BFCM.

• Build Your Email List Early: Start collecting email addresses well before the BFCM season to ensure you have a robust list for your campaigns.
• Personalized Campaigns: Use data and analytics to segment your audience and send personalized emails that cater to different customer preferences and behaviors.
• Automated Sequences: Create automated email sequences to nurture leads, remind customers of upcoming deals, and follow up after purchases to encourage repeat business.

6. Utilize Social Media

Promoting your BFCM deals on social media platforms can significantly level up your visibility and reach a broader audience.

• Consistent Branding: Keep the consistent brand voice and visual style across all social media channels to make sure people recognize our brand.
• Engaging Content: Share engaging content such as product highlights, behind-the-scenes looks, and customer testimonials to build excitement around your deals.
• Paid Advertising: Invest in targeted social media ads to approach specific demographics and drive traffic to your landing pages or website.

7. Optimize Your Checkout Process

A smooth and efficient checkout process is essential to reduce cart abandonment and increase conversions.

There are some tips you can apply to level the check process during BFCM event:

• Simplify Checkout Steps: Minimize the number of steps required to complete a purchase, making it as quick and easy as possible for customers.
• Multiple Payment Options: Offer diverse payment methods, including digital wallets and Buy Now Pay Later (BNPL) options, to cater to different customer preferences.
• Clear Progress Indicators: Use progress bars or indicators to show customers how far along they are in the checkout process, reducing uncertainty and frustration.

8. Prepare for Increased Customer Support

With the surge in traffic and sales during BFCM, you should invest to have a robust customer support system in place. Here are some suggestions:

• 24/7 Support: Ensure that your customer support team is available around the clock to handle inquiries and issues promptly.
• AI Chatbots: Deploy AI-powered chatbots to provide instant, automated responses to common questions, freeing up human agents to handle more complex issues.

Read more: Top 13 Shopify Customer Service Apps to Increase Satisfaction.  

• Comprehensive FAQs: Update your FAQ section to address common BFCM-related questions, helping customers find answers quickly without needing to contact support.

9. Analyze and Adapt

Post-BFCM analysis is essential for understanding the effectiveness of your strategies and making improvements for future campaigns. Here are some suggestions:

• Track Key Metrics: Monitor sales, traffic, conversion rates, and customer engagement to evaluate the success of your BFCM efforts.
• Gather Customer Feedback: Collect feedback from customers to identify areas for improvement and understand their shopping experience.
• Adjust Strategies: Use the insights gained from your analysis to refine your marketing strategies, optimize your website, and enhance your product offerings for future sales events.

10. Highlight Product Value and Sustainability

Emphasizing the quality, affordability, and sustainability of your products can resonate deeply with today's conscious consumers.

• Value Messaging: Clearly communicate how your products offer great value for money without compromising on quality. Use compelling messaging in all your communications to highlight this.
• Sustainable Practices: Showcase your commitment to sustainability by promoting eco-friendly products, transparent supply chains, and sustainable packaging. This not only attracts eco-conscious shoppers but also builds long-term brand loyalty.

Frequently Asked Questions (FAQs) about BFCM Trends 2024

To help you navigate the upcoming Black Friday and Cyber Monday (BFCM) 2024 season, we've compiled answers to some of the most common questions e-commerce businesses have about maximizing their success during this peak shopping period.

1. How Can Small Businesses Compete During BFCM 2024?

Small businesses can effectively compete during BFCM by focusing on their unique strengths and offering personalized experiences. Here are some strategies:

• Leverage Niche Markets: Identify and target specific customer segments that are underserved by larger retailers. Tailoring your products and marketing messages to these niches can help you stand out.
• Personalized Service: Use data and customer insights to offer personalized recommendations and exclusive deals. Personalized emails and targeted ads can significantly enhance customer engagement.
• Build Strong Relationships: Foster loyalty by providing exceptional customer service and engaging with your community through social media and other channels.
• Unique Promotions: Offer creative promotions such as bundle deals, limited-time offers, or exclusive products that can't be found elsewhere.

2. What Budget Should Be Allocated for BFCM Marketing?

Determining the right budget for BFCM marketing depends on several factors, including your overall revenue, marketing goals, and the competitiveness of your industry. Here are some guidelines:

• Percentage of Revenue: A common approach is to allocate 10-20% of your projected BFCM revenue to marketing efforts.
• Breakdown of Expenses:
• Advertising: Allocate a significant portion to paid ads on platforms like Google, Facebook, and Instagram.
• Promotions and Discounts: Budget for discounts, giveaways, and special offers that attract customers.
• Technology and Tools: Invest in tools for email marketing, landing page creation, and analytics to optimize your campaigns.
• Influencer Partnerships: Set aside funds for collaborating with influencers who can amplify your reach.
• Flexibility: Keep some budget flexible to capitalize on unexpected opportunities or to scale successful campaigns during the event.

Catch your favorite trends and start Sale-booming BFCM 2024

As we think about Black Friday and Cyber Monday 2024, it’s clear that changing trends and consumer behaviors will shape how businesses approach these peak sales events. Early holiday shopping, AI-driven personalization, sustainability, and a mobile-first strategy are key to staying ahead in the competitive market. To prepare your ecommerce for a successful BFCM season 2024, you should focus on some aspects like high-converting landing pages, compelling deals, and consistent customer engagement. Capture the holiday excitement with these trends.