Black Friday is Back: Sales Up 25% vs 2023 Weekend

Black Friday 2024 saw a turnaround for retailers, providing a promising glimpse into the renewed willingness of consumer spending. After a challenging 2023, where sales across the weekend dipped by 21% YoY, this year’s performance propelled a strong comeback, with sales up by an impressive 25% and traffic growing by 7% compared to last year.

The Black Friday Weekend in Numbers

The Black Friday weekend revealed a significant shift in consumer behaviour. While Black Friday itself remained pivotal, accounting for 30% of the weekend’s traffic and 31% of sales, its impact wavered slightly. In comparison to 2023, Black Friday traffic contribution fell by 9%, and sales contribution dropped by 12%. These shifts indicate that consumers are increasingly spreading their purchases across the weekend, with Cyber Monday emerging as a major player.

Cyber Monday was the standout performer this year. It experienced an 11% YoY growth in both traffic and sales proportion, contributing 25% of total weekend traffic and 28% of sales. This change highlights a growing trend of consumers waiting for the final day of deals to secure the best bargains. Notably, Cyber Monday also accounted for the highest sales contribution among users interacting with 15gifts’ guided selling engine, driving 30% of total sales across the weekend.

Understanding the Shift in Consumer Behaviour

The shift in dynamics between Black Friday and Cyber Monday illustrates an evolving consumer mindset. Shoppers are becoming more strategic, waiting to compare deals and make informed purchasing decisions rather than impulsive buying on Black Friday alone. Retailers offering competitive deals on Cyber Monday benefited from this shift, capturing the attention of price sensitive customers.

Another interesting insight was the rise in consumers seeking assistance during the shopping journey. At 15gifts, we saw a 14% increase in the proportion of users engaging with our guided selling engine compared to 2023. This reflects an increasing demand for personalised recommendations, as shoppers opt for tailored solutions that align with their specific needs.

The Role of the 15gifts Guided Selling Engine

This Black Friday weekend proved to be a successful period for the 15gifts guided selling engine. Over the four-day event, the engine delivered over 6,000 direct sales for our customers, demonstrating the engine’s ability to guide users towards confident purchasing decisions.

Cyber Monday was a particularly strong day for the engine, contributing 30% of total sales across the weekend. This reinforces the idea that consumers increasingly rely on digital tools to navigate the overwhelming array of options during peak shopping periods. By offering a tailored, efficient shopping experience, the 15gifts engine helped users identify the best deals, driving value for both shoppers and retailers.

Lessons for 2025: Cyber Monday’s Rising Influence

Looking ahead, the continued rise of Cyber Monday is a trend worth noting. While Black Friday remains pivotal to the weekend, Cyber Monday’s growth in both traffic and sales signals its increasing prominence. Retailers should consider leveraging this momentum by extending promotions and focusing on last-minute deals to capitalise on shoppers’ growing patience and strategic behaviour.

Additionally, the role of personalisation should not be underestimated. The 14% increase in users seeking assistance and the 10% growth in recommendation volume highlight the value of tools that simplify the decision-making process for customers. By investing in technology that offers tailored solutions, retailers can build trust, enhance the shopping experience, and drive higher conversions during critical sales periods.

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