The internet is buzzing with the latest data on Black Friday 2024 results in the U.S.
Despite high inflation, a global economic crisis, and ongoing supply chain disruptions, the results are remarkable. Read on to learn what strategies helped American retailers reach this level of success — and which areas still need improvement.
AI has become the main factor in helping retailers connect with customers and manage their operations. This Black Friday showcased how companies did a great job with Artificial Intelligence implementation and usage to cover gaps they had suffered from for years.
Businesses were able to understand shoppers on a granular level. AI systems processed massive amounts of data, from browsing habits to purchase histories, delivering personalized product recommendations and targeted ads that resonated with individual needs.
Generative AI chatbots handled the chaos of peak shopping hours with ease. They answered frequently asked questions, resolved issues, and guided users through checkout around the clock. Consequently, retailers sped up ticket resolution times, dealt with cart abandonment, and increased client loyalty.
AI technologies contributed to an astounding 1,800% surge in retail site traffic during Black Friday 2024. Retailers using AI-optimized load times reported a 22% increase in session durations compared to those relying on traditional hosting solutions. This surge was driven by AI's ability to enhance web portals and mobile app performance, making shopping effective at every step of the customer journey.
AI-powered search tools ensured customers could find exactly what they were looking for using predictive algorithms. Meanwhile, retailers used the technology to keep their product catalogs dynamic and adjust prices in real-time based on demand, inventory, and competitor data.
Widespread BNPL availability became an efficient way to mitigate the consequences of high inflation affecting consumers' ability to spend. According to Adobe Analytics, consumers spent $8.4 billion via BNPL between Nov. 1 and Dec. 1, 2024, while the average purchase amount for a BNPL loan in 2024 was $132.
When it comes to demographics, around 12% of Black Americans and 13% of Hispanic Americans used the BNPL option this season, while White Americans opted for the BNPL in only 5% of cases. People primarily spent these funds on electronics, groceries, and clothing items. Interestingly, over 79% of BNPL buyers made their purchases via mobile devices.
Regardless of the ethical aspects of BNPL, it delivers strong business results, enabling consumers to purchase desired goods and allowing retailers to generate revenue.
The e-commerce ability to reach over 40 billion in terms of total Black Friday spendings means that businesses:
During 2024, retailers invested in enhancing their online shopping platforms to achieve fast loading times and improve scalability. Probably, later we’ll hear about software failures large American businesses experienced. However, the Cyber Week results show we shouldn’t expect any eye-opening cases.
Foot traffic in physical stores hit an all-time low. While malls and shopping centers used to be the epicenter of the Black Friday frenzy, this year revealed a stark contrast. Many stores remained relatively quiet, and long lines at checkout counters were noticeably absent.
This year, consumers prioritized shopping from the comfort of their homes. The availability of the same discounts online, coupled with free shipping and same-day delivery, eliminated the need to go outside. The case is many offline retailers fail to adapt. Instead of offering exclusive deals, they continue to compete directly with their online counterparts.
Black Friday’s dominance as a one-day shopping event faded in 2024, giving way to the more extended and consumer-friendly Cyber Week. Once known for its frantic doorbuster deals, Black Friday now feels like the opening act of a week-long sales marathon. Retailers saw fewer peak sales on Friday itself but gained steadier momentum throughout the week, with Cyber Monday anchoring the period as its digital centerpiece.
Consumers increasingly value flexibility and convenience over time-sensitive pressure. Cyber Week's extended timeline allowed shoppers to compare deals, avoid the stress of quick decisions, and spend thoughtfully across multiple days. Meanwhile, retailers leveraged dynamic pricing, daily flash sales, and gamified discounts to keep buyers engaged for the duration.
Blanket discounts and one-size-fits-all promotions no longer captured consumer interest. Instead, retailers who used Artificial Intelligence and data-driven insights saw remarkable results. Personalized recommendations turned passive browsers into active buyers, creating a more engaging and relevant shopping experience. Consumers are no longer hunting for random deals, they want curated experiences that align with their unique interests.
Black Friday and Cyber Week 2024 showed us something simple but powerful: businesses focused on understanding their customers and building seamless shopping experiences came out ahead.
Online sales soared because of smarter tools, resilient platforms, and the flexibility shoppers expect. Meanwhile, brick-and-mortar stores were a reminder that change is compulsory. They need to offer something unique and focus on expanding their business models to stay relevant.
At the end of the day, most retail companies have long ceased simply selling goods. Now, they sell experiences due to implementing innovations and building a robust technology core for their business.
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