Black Friday, the annual shopping extravaganza following Thanksgiving, continues to evolve and shape consumer behavior. As we look ahead to Black Friday 2024, both shoppers and retailers must understand the emerging trends that will define this year’s event.
This article will explore the top 10 Black Friday shopping trends you can expect in 2024 and provide insights on how to prepare for the biggest shopping day of the year.
Top 10 Black Friday Shopping Trends To Watch Out For In 2024
As consumer preferences shift and technology advances, Black Friday is transforming. Here are the key trends that will shape the shopping landscape this year:
1. Early Bird Shopping Takes Flight
The trend of early holiday shopping is set to soar even higher in 2024. Consumers are increasingly starting their holiday shopping well before Black Friday, with many beginning as early as September. Retailers are responding by rolling out “Black Friday” deals earlier than ever, creating an extended shopping season.
This shift is driven by several factors:
- Shoppers want to avoid last-minute stress and crowds
- Early deals allow consumers to spread out their spending
- People are eager to secure popular items before they sell out
In the weeks before Black Friday, expect to see more retailers offering “sneak peek” promotions and exclusive early access deals to entice shoppers.
2. Mobile Shopping Dominates
The rise of mobile shopping shows no signs of slowing down. In 2024, we can expect smartphones to be the primary shopping tool for many consumers during Black Friday. Last year, over 50% of online Black Friday sales occurred on mobile devices, and this percentage is likely to increase.
Retailers are optimizing their websites and apps for mobile users, focusing on:
- Fast load times
- Easy navigation
- Seamless checkout processes
- Mobile-exclusive deals
Shoppers will appreciate the convenience of browsing and buying from anywhere, at any time, using their phones.
3. Omnichannel Experience Takes Center Stage
The lines between online and in-store shopping continue to blur. In 2024, successful retailers will offer a seamless omnichannel experience, allowing customers to shop how they want when they want. This trend includes:
- Buy online, pick up in-store (BOPIS) options
- Ship-to-store services
- In-store digital kiosks for ordering out-of-stock items
- Consistent pricing and promotions across all channels
Consumers expect a unified experience whether they’re shopping on their phone, computer, or in a physical store.
4. Personalization Reaches New Heights
With advances in data analytics and AI, retailers are getting better at offering personalized shopping experiences. In 2024, expect to see:
- Tailored product recommendations based on browsing and purchase history
- Personalized email campaigns with individualized offers
- Custom landing pages showcasing products of interest to each shopper
- AI-powered chatbots offering personalized shopping assistance
This level of personalization helps shoppers cut through the noise and find the deals most relevant to them.
5. Sustainable And Ethical Shopping Gains Traction
Consumers are increasingly conscious of the environmental and social impact of their purchases. Black Friday 2024 will see a rise in eco-friendly and ethically sourced products.
Retailers are responding with:
- Promotions on sustainable product lines
- Transparent information about product origins and manufacturing processes
- Partnerships with environmental organizations
- Recycling and trade-in programs for old electronics and clothing
Shoppers will be looking for deals that align with their values, not just their wallets.
6. Buy Now, Pay Later Options Expand
As inflation concerns linger, flexible payment options like Buy Now, Pay Later (BNPL) will become even more popular during Black Friday 2024. These services allow shoppers to split payments into smaller installments, making big purchases more manageable.
Retailers are integrating BNPL options prominently at checkout, and some are even offering special BNPL promotions. This trend appeals particularly to younger shoppers and those looking to manage their holiday budgets carefully.
7. Social Commerce Surges
Social media platforms are becoming increasingly important shopping destinations. Black Friday will see a surge in social commerce, with retailers leveraging platforms like Instagram, TikTok, and Facebook to showcase deals and enable in-app purchases.
Look for:
- Live shopping events hosted by influencers
- Shoppable posts and stories featuring Black Friday deals
- Exclusive social media discounts and promotions
This trend capitalizes on the impulse-buying nature of Black Friday and the vast reach of social platforms.
8. AI-Powered Shopping Assistants
Artificial intelligence is revolutionizing the shopping experience. In 2024, more retailers will deploy AI-powered shopping assistants to help customers navigate Black Friday deals.
These tools can:
- Recommend products based on customer preferences
- Answer questions about product features and availability
- Help shoppers compare deals across different retailers
- Assist with sizing and fit for clothing items
AI assistants enhance the shopping experience by providing personalized guidance and reducing decision fatigue.
9. Extended Cyber Week
Black Friday is no longer confined to a single day. The trend of extending deals throughout “Cyber Week” will continue to grow in 2024.
Retailers are spreading out their promotions to:
- Reduce website crashes and in-store chaos
- Cater to different shopping preferences and schedules
- Maintain consumer interest over a longer period
Shoppers can expect a full week (or more) of rotating deals and promotions across various product categories.
10. Focus On Experiences And Services
While traditional product deals will still dominate, this year’s Black Friday will see an increased focus on experiences and services. This trend is driven by consumers’ growing preference for memorable experiences over material goods.
Look for deals on:
- Travel packages and hotel stays
- Concert and event tickets
- Spa treatments and wellness services
- Online courses and subscriptions
Retailers and service providers are getting creative in bundling products with experiences to offer unique Black Friday promotions.
How To Prepare For Black Friday 2024?
To make the most of Black Friday in 2024, both shoppers and retailers should prepare in advance:
For Shoppers:
- Start researching deals early and create a shopping list
- Sign up for retailer newsletters to get early access to promotions
- Download shopping apps and follow favorite brands on social media
- Compare prices across multiple retailers
- Set a budget and stick to it
- Be prepared for both online and in-store shopping
- Consider using price-tracking tools to monitor deal fluctuations
For Retailers:
- Plan promotions well in advance and start teasing deals early
- Ensure website and mobile app are optimized for high-traffic
- Train staff on omnichannel processes and customer service
- Implement robust cybersecurity measures
- Develop a comprehensive marketing strategy across multiple channels
- Offer a mix of online and in-store exclusive deals
- Prepare for increased demand on shipping and logistics
Conclusion: Follow These Shopping Trends To Have The Best Experience During Black Friday
Black Friday 2024 promises to be an exciting and dynamic shopping event, blending traditional elements with innovative trends. The focus on early shopping, mobile commerce, personalization, and omnichannel experiences will shape how consumers approach this year’s deals. Sustainability, flexible payment options, and AI-powered assistance are also playing increasingly important roles.
The key to success for shoppers lies in preparation, staying informed about deals, and being flexible in how and when they shop. Retailers must adapt to changing consumer preferences, leverage technology effectively, and create seamless shopping experiences across all channels.
As Black Friday continues to evolve, one thing remains constant: it’s an opportunity for incredible savings and a kickoff to the holiday shopping season. By understanding and embracing these trends, both shoppers and retailers can make the most of Black Friday 2024.
