The biggest ecommerce event is just around the corner, and you've got to be prepared for this one. 

Black Friday/Cyber Monday (BFCM) is one of the biggest sales events celebrated around the globe, which means a huge opportunity for ecommerce business owners to make sales and win new customers. 

While dropping prices may seem like the most competitive option to stay ahead of the game, Black Friday strategies for eCommerce business owners in 2024 demand much more.

To prepare for Black Friday in 2024, it’s crucial to analyze last year's holiday shopping trends to gauge where we stand this year.

This guide will explore what worked (and what didn’t), what to expect this year, and offer tips for e-commerce stores to ensure a successful season.

Let's dive right into it.

‍

Reflecting on Black Friday 2023 

According to a report, consumer holiday spending was expected to be slower compared to the last five years due to inflation and cost-of-living concerns. 

One might think that consumers are spending less, which is not true. In reality, they are spending more slowly and trying to stretch their dollars by paying less for what they buy.

Despite this behavior, according to an Adobe Analytics report, e-commerce sales on Black Friday increased by 7.5% from 2022, reaching a whopping $9.8 billion spent online.

Another significant Black Friday trend in 2023 was the increasing number of early holiday shopping. Consumers reacted positively to early discounts and sales around Halloween time. 
‍

‍

Top Black Friday Trends for 2024

So, will Black Friday trends in 2024 be the same as last year, or will there be a plot twist? What should you do to stay ahead?

As we gear up for 2024 e-commerce trends, you will notice the continuation of last year's trends along with new ones. 

• Mobile shopping would remain popular and grow
• Consumers will seek early deals.
• Marketing preparation must start as early as possible
• Due to continued inflation, flexible payments like “buy now, pay later” will drive conversions
• Multi-channel shopping will become more prevalent
• Paid search advertising will lead to driving sales

Let's take a closer look at each of these points.
‍

1. Mobile Shopping on the Rise

Chances are you are reading this on your smartphone or have it somewhere nearby—just like most of the world.

So, there's no denying that 72% of e-commerce sales come from mobile phones, and this trend is only going to grow this year. 

What does this mean for your e-commerce business? 

Brands that sell online must optimize their websites with smartphones at the forefront of their design philosophy, and here's how:

• ‍Responsive Design‍
  Make sure the website is optimized for all devices with an intuitive design and consistent layout across smartphones, desktops, and tablets. 
  ‍‍
• Fast Load Times‍
  Slow websites can create friction, and even a delay of a few seconds can frustrate a user, causing them to leave your site. Users expect websites to load quickly, so fast load time is crucial for a positive user experience.
  ‍‍
• Simplified Navigation
  From easy-to-read texts to larger buttons and clear menus, ensure users can browse and purchase their devices with utmost convenience.  
  ‍
• One-Click Ordering
  ‍To reduce friction and card abandonment, implement features like one-click ordering to streamline the checkout process for mobile users.
   
• ‍Mobile-Friendly Content‍
  Ensure videos, images, and text are optimized according to mobile phone screens to enhance user experience.
   

2. Black Friday Starts Early

BFCM will start sooner than you think, meaning you should have all your Black Friday sales strategies for 2024 tested and ready to run by Halloween. In the competitive eCommerce landscape, this can speed you up and set you apart from competitors.

As consumers will be on the lookout for early bird discounts and the best deals, an early launch gives you a competitive edge and a chance to maximize your profits. To achieve the best results, you should:
‍

• ‍Understand Your Customers
  ‍Start by surveying customers and analyzing data to identify their needs and shopping behaviors. Create personas based on key demographics and segment your audience to craft targeted marketing campaigns.
  ‍
• ‍Engage and Adapt‍
  Engage with customers on social media to build excitement and gather insights. Monitor trends and competitor strategies, using analytics to refine your approach. Continuously adjust based on feedback to ensure your offerings align with customer expectations on Black Friday.
  ‍‍
• ‍Test‍
  Use smaller holidays or create offers to see what resonates with your customers. Try offering limited-edition discount bundles or specific percentage-off sales to learn what triggers their interest and which channels they use.
  ‍
• ‍Don’t Wait‍
  Start your campaigns early by sharing teasers, deals, and sneak peeks. Begin your conversion efforts early since consumers are already searching for the best deals, and stay consistent with your efforts.
  ‍
• ‍Create Your Email List‍
  Start collecting customer contact information to stay ahead of the competition. Leverage this information to send out email and SMS blasts to inform customers about your offers and create excitement around them. Offering an exclusive discount can encourage them to join your email and SMS lists.
  ‍

3. A Greener Black Friday

Black Friday trends in 2024 show that shoppers are increasingly aware of their carbon footprint, leading them to seek out more sustainable purchasing options. They expect businesses to align with their values by demonstrating a commitment to sustainability.

As an eCommerce business, it's essential to bolster your environmental credentials by offering solutions such as zero-emission carriers, biodegradable packaging materials, PUDO lockers, and promoting carbon offsetting schemes.

These measures not only enhance your brand's reputation but also attract eco-conscious customers.
‍

4. Carefully Planning and Buying

Instead of impulse purchases, customers are now spending time to find the most cost-efficient products that not only provide the lowest cost but also the best quality.

So, if you are an e-commerce owner, you need to stand out from the Black Friday noise and foster customer loyalty by doing the following:  

• ‍Product Proof Points
  ‍To stand out, you need to emphasize your brand's and product's benefits. Demonstrate your value instead of claiming it.
  Show your customers testimonials, user-generated content, case studies, video demonstrations, how-to guides, awards, and guarantees. These resources help build credibility for your brand and product.
  ‍‍
• Stay in Touch
  ‍Use SMS, email, and email marketing to build anticipation around your BFCM sale. Also, have a chat feature active so that when customers need to know something, they can get an immediate response.
  ‍
• ‍Accurate Product Descriptions
  ‍Before the influx of traffic and sales, ensure that all product descriptions are detailed and up-to-date. Include key features, specifications, and benefits to help users make informed and confident buying decisions.
  Clear and accurate descriptions reduce the likelihood of returns and increase customer satisfaction.

• Implement loyalty and rewards programs
  ‍Encourage repeat business with incentives like purchase points, referral bonuses, or exclusive discounts for loyal customers.
  ‍

5. The OmniChannel Approach 

With modern trends, buyers have bridged the gap between online and in-store shopping. Nearly half of shoppers prefer a balanced mix of both, expecting a seamless experience across all channels.

Using a mix of channels, such as social media, email, websites, SMS, in-store promotions, and print media, tends to create more impactful campaigns.

Also, Black Friday shoppers should be able to move effortlessly from your social media to your website and physical store without friction. Maintaining a consistent brand experience, product content, messaging, and design across platforms makes them more likely to spend money with your business. 

You can also introduce offers like Buy Online and Pickup In-Store (BOPIS) offered by Ikea, Walmart, and other stores, and focus your marketing on these options so customers know their choices.

This is ideal for customers who don't want to wait in long queues or worry about products being sold out by the time they arrive.
‍

6.Personalization with Artificial Intelligence (AI) 

In the age of hyper-specific algorithms, customers want businesses to treat them more than just a number — they expect to be recognized. Thanks to AI at our fingertips, personalization has never been more accessible.

By leveraging the following tools, e-commerce stores can make smart decisions and stay ahead of Black Friday trends:

• Generative AI Tools
  ‍Leverage AI to offer services that mimic those of a real-life salesperson — from finding products to answering questions, completing orders, and even processing refunds.
  ‍‍
• Personalized Marketing Campaigns
  Use tools like Google Analytics and HubSpot to analyze customer behavior, predict trends, and personalize product suggestions. This helps you create targeted marketing campaigns that boost engagement and conversion rates.
  ‍‍
• AI Inventory Management
  ‍Employ AI-driven solutions such as NetSuite or TradeGecko, which integrate with Shopify, to forecast demand and optimize stock levels. This ensures popular items are always available and helps prevent overstocking and stockouts. 
  ‍

7. Offer Flexible Payment Options

Digital wallets and Buy Now Pay Later options are becoming increasingly popular. Consumers also prefer these methods because of their flexibility, security, and convenience. 

Offering your customers multiple payment options lets them make purchasing decisions with peace of mind. Moreover, e-commerce brands benefit from these options because of reduced cart abandonment, customer satisfaction, and a boost in conversion rates.

Here's what you need to do:

• ‍Integrate Digital Wallets
  Your e-commerce platform should support a variety of digital wallets such as PayPal, Google Wallet, and Apple Pay. With such secure and one-click payment options, customers can check out seamlessly to avoid cart abandonment. 
  ‍‍
• Offer BNPL Services
  Expanding financing options attracts a broader buyer base. Partnering with Buy Now Pay Later (BNPL) providers like Afterpay, Affirm, or Klarna gives customers the flexibility to pay in installments.
  ‍
• ‍Highlight Payment Options
  Prominently display these options at checkout, and consider showcasing additional promotional financing offers to entice even more customers. 
  ‍
• ‍Promote Payment Flexibility
  Emphasize the convenience of these methods through marketing channels to inform customers about the availability and benefits of BNPL services and digital wallets.

‍

BFCM Marketing Strategy Tips for 2024

Let's take a quick look at the marketing strategies you can implement to contribute to your business's growth during the BFCM season.

Influencer Collaborations

Influencer recommendations resonate strongly with their followers, which helps drive traffic and boost sales. Partnering with influencers helps build credibility and reach new audiences.

Influencers can promote your Black Friday deals, and you can host live sessions with them to help buyers make a purchasing decision. 

App-only Deals

Offer exclusive deals through mobile apps to boost sales through a dedicated channel. This encourages customers to download and use the app for their purchases, especially those looking for the best deal. 

Limited Time Offers

Create urgency to make people make faster purchasing decisions; limited-time offers are the best way.

Offering BOGO deals to flash sales and hourly deals to generate excitement, traffic, and, eventually sales. Highlight specific products with steep discounts so that customers can make instantaneous purchases.  

Early-Bird Discounts & Exclusive Previews

To avoid website crashes, reward early shoppers with exclusive deals. This is another way to create urgency, make customers feel privileged, and encourage purchases.

You can offer early discounts at the end of October, after which they can be available to the public during BFCM. 

‍

Key Takeaways

Your target audience will be flooded with ads and promotions this holiday season, so make sure you stand out.

To prepare for Black Friday in 2024, have a complete action plan and adapt your e-commerce store to better satisfy customer needs allowing you to win. 

Make sure to stand out from the crowd. As discussed above, start by getting your foot in the door early with your marketing campaigns, tests, and analysis.

Moreover, you need to inform your customers about your brand value and mission, your commitment to sustainability, the availability and quality of products, and the level of customer support.

Attracting customers to your website is just the start. To ensure they stay and complete their purchases, you need a seamless, optimized e-commerce experience.

With a well-designed plan, you'll be prepared to achieve outstanding results at this BFCM. Develop the ideal strategy for your e-commerce business and position yourself for exceptional success. 

Ready to make the most of Black Friday? Schedule a free consultation with DIGITORM today and get expert advice on how to prepare and maximize your sales this holiday season.