If your marketing team is starting to prepare for Black Friday/Cyber Monday 2024, know that you’re not alone.
Nearly six in ten consumers are already starting to cut back on their day-to-day purchases so they can build up their holiday gifting budget, according to Retail Dive. What’s more, 76% are doing so because they plan to spend just as much—or more—this holiday season.
The Black Friday/Cyber Monday (BFCM) weekend is the #1 shopping event of the year. Whether you’re a seasoned retailer or not, preparation is key to making the most of this frenzied time.
Read on as we predict this year’s BFCM trends and provide actionable tips to help you boost sales, deepen loyalty, and score more customers.
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Black Friday/Cyber Monday 2024: 3 trends and predictions
From AI to BNPL, here are three BFCM 2024 trends we predict will dominate the holiday season this year.
1. Expect early deals and extended sales
Last year, almost one-third of holiday sales actually took place in October, according to Experian. This year, we can expect much of the same, as the trend of extending BFCM beyond the traditional weekend continues. Attract shoppers who want to avoid the rush with “Pre-Black Friday” and “Cyber Week” promotions.
2. Look for flexible payment options at checkout
Even as inflation starts to cool, flexible payment methods such as Buy Now, Pay Later (BNPL) will be a prominent 2024 BFCM trend.
Integrating platforms like Afterpay, Klarna, or Affirm allows customers to spread their payments over time, making high-ticket items more accessible and reducing the barrier to purchase. Offering these BNPL options at checkout can reduce hesitation to purchase for budget-conscious shoppers—and give you higher cart totals and conversion rates in return.
3. Be ready for more AI than ever
Analysts estimate that AI helped drive $51 billion in global online sales during last year’s BFCM weekend. That trend should continue this year, with AI-powered solutions supporting customer service and product recommendations.
AI chatbots can help handle customer service queries in-real time, during what’s arguably the highest-traffic period of the year. And, AI can radically improve product recommendations, giving shoppers a deeper level of personalization.
Black Friday/Cyber Monday 2024: 5 tips for success
Follow these tips to maximize your sales during BFCM 2024.
1. Start early with a detailed marketing plan
Create a well-thought-out marketing calendar leading up to BFCM. Start teasing your promotions on social media and email in early November (or earlier). Build anticipation with countdowns, sneak peeks, and early access deals for loyal customers.
2. Drive urgency with flash sales
You’ve heard it before, but we’ll say it again: creating urgency is one of the best ways to boost conversions—during BFCM and year-round. Use tools like countdown timers on your website and in email campaigns to communicate how much time remains on a deal. You can even create staggered promotions that change throughout the day, encouraging repeat visits.
How much should you discount your products? The average Cyber Week discount hovers around 30%.
3. Offer exclusive in-store experiences
Many customers still enjoy the in-store shopping experience—especially when it includes exclusive perks.
Limited in-store-only events like early access to deals or exclusive product launches (with gift) can drive shoppers from competitors to you. Even small gifts like free samples or complimentary gift-wrapping can entice people to visit in-person.
4. Experiment with mobile-only deals
Your mobile app can be a powerful, dedicated marketing channel during BFCM 2024. During last year’s Black Friday, mobile app installs more than doubled.
Offer app-only deals and promotions and you can build a direct line to your most engaged customers during BFCM and beyond. Plus, mobile apps allow for targeted push notifications, ensuring that users are alerted to flash sales, limited-time offers, and cart reminders in real-time.
5. Use retargeting to remind shoppers of what they’re missing
It’s common for shoppers to visit a site, browse products, and leave without purchasing—especially when they’re comparing deals during BFCM. To re-engage these visitors, you need to run retargeting ads. Convert browsers to buyers with a solid remarketing campaign on Google and Meta.
Are you ready for BFCM 2024?
BFCM 2024 is poised to be another record-breaking shopping event, with trends favoring early deals and AI-driven experiences. Start planning early with these tips now, and you’ll be ready to make this BFCM your most successful yet.
Prepare your team for success with the experts at Your Marketing People. Contact us today.
