Key Shopping Trends for Black Friday
The retail landscape has undergone a seismic shift in recent years, with e-commerce rapidly gaining ground over traditional brick-and-mortar stores. This transformation is particularly evident during peak shopping seasons like Black Friday, when consumers increasingly rely on digital platforms for the best deals. Recent trends show that mobile shopping is becoming a dominant force, with over 55% of Black Friday purchases in 2023 made via smartphones. Retailers are now prioritizing mobile optimization to meet this growing demand. Additionally, the rise of “Buy Now, Pay Later” (BNPL) services has been a game-changer, with nearly 30% of shoppers opting for this payment option, allowing them to spread out payments for large purchases. Social commerce is also gaining traction, as brands leverage platforms like Instagram and TikTok to promote exclusive deals and flash sales. These evolving trends highlight how technology is reshaping consumer behavior and how retailers must adapt to stay competitive during the busiest shopping days of the year.
In this post, we’ll explore the key shopping trends that are defining Black Friday in recent years. From the shift towards e-commerce dominance to the rise of personalized deals, we’ll help you navigate this ever-evolving shopping holiday. Whether you’re looking to save big on electronics or score early bird deals, these trends will ensure you make the most of Black Friday shopping in 2024.
1. The Dominance of E-commerce and Mobile Shopping
Black Friday used to be synonymous with long lines and in-store doorbusters. However, in recent years, the shift to online shopping has taken over, and this trend is only growing stronger. According to Statista, U.S. e-commerce sales on Black Friday 2023 are expected to hit $17 billion, an increase from $14 billion the previous year. With the convenience of shopping from home and avoiding crowds, it’s no surprise that more and more people are turning to e-commerce platforms for their holiday purchases.
In particular, mobile shopping has become the go-to method for many. A report by Shopify showed that 73% of Black Friday sales in 2022 were made through mobile devices, underscoring how essential it is for retailers to optimize their websites for mobile users. Gone are the days when you needed to sit at your desktop to grab deals; now, it’s all about scrolling and tapping on your phone.
For shoppers, this means ensuring you’re prepared. Make sure your favorite shopping apps are up to date, and consider setting up accounts in advance to make checkout faster. Since popular items sell out quickly, mobile shoppers often have the advantage with one-click purchasing.
2. Personalization Drives Consumer Decisions
As e-commerce platforms collect more data, the shopping experience has become increasingly personalized. Retailers now have the tools to tailor recommendations based on your past purchases, browsing history, and even items you’ve left in your cart. According to Epsilon, 80% of consumers are more likely to make a purchase when brands offer personalized experiences. This could be as simple as sending you an email with a personalized discount code or showcasing products you’re likely to be interested in right at the top of the page.
For the savvy shopper, this is a double-edged sword. On one hand, personalization makes finding deals easier because retailers are doing the work of curating selections for you. On the other hand, it’s essential to keep an eye on what’s being recommended to avoid impulse buying. Take the time to compare deals and products, even if it feels like the retailer has hand-picked the perfect items for you.
3. The Shift Toward Sustainability and Ethical Shopping
Black Friday has traditionally been associated with overconsumption, but shoppers today are more conscious of the environmental and social impact of their purchases. In fact, Nielsen reports that 73% of global consumers are willing to change their consumption habits to reduce their environmental footprint. This trend has led to an increase in the popularity of sustainable brands and eco-friendly products during Black Friday sales.
Shoppers are now looking beyond price and focusing on the values that a brand represents. Retailers that highlight their commitment to sustainability—whether through eco-friendly packaging, fair-trade practices, or ethically sourced materials—are gaining the attention of environmentally conscious consumers. This trend has become particularly strong among younger generations, such as Gen Z and Millennials, who are often more willing to pay a premium for sustainable products.
So, as you prepare your Black Friday shopping list, consider looking into brands that align with your values. You might find deals on products that not only meet your needs but also contribute to a more sustainable future.
4. The Expansion of Buy Now, Pay Later (BNPL) Options
The popularity of Buy Now, Pay Later (BNPL) options has soared in recent years, and Black Friday is no exception. With services like Afterpay, Klarna, and PayPal Pay in 4, consumers are given the flexibility to make purchases and pay in interest-free installments over time. According to Adobe Analytics, BNPL transactions increased by 21% year-over-year during Black Friday 2022.
This trend is particularly attractive to shoppers who want to make larger purchases without taking a big financial hit all at once. Whether it’s a new laptop, home appliance, or high-end fashion item, BNPL allows you to spread out the cost over several weeks or months.
However, it’s important to use BNPL options wisely. While the convenience is appealing, it’s still a form of debt, and missing payments can result in penalties or interest. Make sure you have a plan to pay off your balance in time to avoid any potential issues down the road.
5. The Importance of Early Deals and Extended Sales
Black Friday is no longer just a single-day event. Over the past few years, retailers have started offering early access to deals in an effort to spread out the shopping frenzy. This trend, combined with the growth of Cyber Monday, has turned Black Friday into a multi-week affair. In fact, Deloitte’s 2023 Holiday Retail Survey found that 50% of shoppers planned to start their holiday shopping before Thanksgiving, and retailers are responding by launching early Black Friday sales to capture this eager audience.
For shoppers, this extended sales period offers more opportunities to find great deals without the pressure of rushing on one specific day. Retailers often start rolling out pre-Black Friday discounts in early November, with some even beginning at the end of October. Keep an eye on your favorite stores, sign up for newsletters, and follow them on social media to stay updated on when deals drop.
If you miss out on Black Friday deals, don’t worry—many retailers extend their promotions through Cyber Monday or even offer “Cyber Week” discounts. Planning ahead and knowing when these deals are available can help you avoid last-minute stress and score better bargains.
6. The Growth of Omnichannel Shopping Experiences
In today’s retail environment, customers expect flexibility in how and where they shop. The days of choosing between in-store and online shopping are long gone—now, it’s all about creating a seamless experience across multiple channels. This is what retailers refer to as an omnichannel approach, which allows consumers to move between online and physical stores effortlessly.
A report by Harvard Business Review found that 73% of shoppers use multiple channels during their buying journey, whether they’re researching products online before purchasing in-store or ordering online for curbside pickup. Retailers are responding to this demand by offering services like click-and-collect, buy online and pick up in-store (BOPIS), and even same-day delivery in some cases.
For shoppers, omnichannel options mean more convenience. You can browse products online, compare prices, and either have items shipped to your door or pick them up locally—whichever works best for you. If you’re shopping for gifts or big-ticket items, this flexibility can help you secure deals without waiting in line or risking items being out of stock.
7. Social Media and Influencer Impact on Shopping Behavior
Social media has played a huge role in changing how people shop, and Black Friday is no exception. Platforms like Instagram, TikTok, and Facebook are filled with influencers showcasing the best deals and giving product recommendations. In 2022, Business Insider reported that 50% of social media users made a purchase based on an influencer’s recommendation, and this number is expected to grow.
Brands are also increasingly using social media to announce exclusive Black Friday deals, often creating flash sales or limited-time offers that are only available to their social media followers. For shoppers, this means following your favorite brands and influencers can give you a competitive edge and early access to deals.
Expert Opinions
Experts agree that Black Friday has evolved into a more complex shopping event. Lauren Freedman, President of the e-tailing group, notes that “The future of Black Friday lies in the omnichannel experience and personalization. Shoppers expect convenience and relevance, and retailers that can offer both will be the real winners.”
A recent study by Deloitte also highlighted the importance of early preparation for both shoppers and retailers. “With the extension of sales beyond Black Friday and the rise of mobile shopping, the competition for deals has intensified. Shoppers need to be prepared early to take full advantage,” says Rod Sides, Vice Chairman of Deloitte LLP.
Conclusion: Stay Ahead of the Trends
Black Friday may look different each year, but one thing remains constant: it’s one of the best opportunities to snag great deals. By staying ahead of key shopping trends—whether it’s embracing mobile shopping, looking for sustainable products, or using BNPL options—you can maximize your savings while minimizing stress.
Ready to shop smarter this year? Start planning early, keep an eye on deals across various platforms, and, most importantly, enjoy the process of finding the perfect items at unbeatable prices.
References:
- Statista – U.S. E-commerce Black Friday sales: statista.com
- Shopify – Black Friday 2022 mobile sales report: shopify.com
- Epsilon:https://www.epsilon.com/us
- Adobe Analytics. (2023). “Black Friday 2023: U.S. Consumers Spent $9.8 Billion Online.” Retrieved from Adobe Digital Economy Index Report.
