Preparing for Black Friday: Insights and Tips for Marketers
The holiday season and Black Friday are just around the corner. This year, Criteo’s global survey has revealed some key insights.
Here’s what marketers need to know.
Fewer consumers are delaying their purchases
Criteo’s survey shows an increasing trend of shoppers planning their holiday gifts in advance.
Nearly 50% or more of shoppers in the UK, France, and Germany have already made their gift selections. In the US, the figure is close to 70%.
What’s particularly noteworthy is that this trend has expanded globally, with an 11-point increase compared to last year.
Offline Shopping Gains Popularity, but Not Everywhere
In most countries, consumers are showing a growing preference for physical stores, with this trend increasing by nearly 10% in 2024.
Survey respondents across various regions also stated that they plan to spend “slightly more” or “significantly more” in physical stores this year.
However, Black Friday remains largely an online phenomenon, with approximately 70% of shoppers in the US and Europe planning to make their purchases online.
In the CIS region, online and offline shopping are nearly equally popular:
- 47% of consumers shop on marketplaces.
- 52% prefer visiting shopping malls.
Holiday Travel: A Growing Trend Among Europeans
Over 40% of shoppers in the UK and around one-third of those in other European countries plan to travel during the holiday season.
South Koreans are also eager to travel, with 44% stating it is “very likely” or “possible” they will take a trip.
A similar trend was observed last year when flight bookings surged during and immediately after the holiday season. The EMEA region showed the strongest growth, followed by the Americas and the Asia-Pacific region.
What Shoppers Buy on Black Friday: Global Trends by Country
Top-selling products vary significantly across regions.
In the United States, consumers favor luggage, bags, clothing, accessories, and toys. In the UK, health and beauty products lead the list, while in France and Germany, toys and games are the most popular categories.
Interestingly, the average time between a consumer’s first visit to a product page and making a purchase ranges from 17 to 18 days in the US and Europe. For the top 25% of shoppers, this timeframe extends to 44–45 days.
This highlights that consumers begin researching and planning their holiday shopping well in advance of the sales, emphasizing the need for marketers to engage them early in the process.
Unique Discounts: The Key to Winning Customers
Shoppers are drawn not only to attractive deals and free, fast shipping but also to exclusive product discounts.
In the previous Criteo Shopper Survey, half of the respondents cited a great deal as their primary motivation for trying a new retailer, while 38% were attracted by discounts they couldn’t find elsewhere.
In the 2024 survey, over 40% of shoppers stated that unique discounts could inspire them to try a new online store.
Additionally, between one-third and over 40% of respondents noted that exclusive discounts would encourage them to return to a brand or store they discovered during Black Friday.
The Growing Role of Mobile Commerce on Black Friday
In 2023, online shopping saw a significant surge during Black Friday in the US and Europe. Here are the key insights:
- United States: Online sales on Black Friday rose by 288% compared to the average sales in October 2023. On Cyber Monday, the increase was 258%.
- United Kingdom: Online sales during Black Friday grew by 289%, with Cyber Monday sales up by 212%.
- France: The number of online transactions increased by 245%, while shopper spending grew by 264%.
- Germany: Online transactions rose by 226%, and spending jumped by 246%.
Looking ahead to 2024, mobile devices are becoming the primary channel for Black Friday shopping.
Over half of purchases during the Cyber 6 period (Black Friday through the following Wednesday) are made via mobile devices, emphasizing the critical role of mobile commerce in this season.
To leverage this trend, we recommend investing in mobile advertising to strengthen your brand image and enhance performance metrics.
Ready to start? Explore our successful in-app promotion case studies and register on our website to begin today!
How to Prepare for Black Friday: Recommendations for Marketers
- Start Early
Launch campaigns in early October to engage shoppers who plan their purchases well in advance. Early engagement can be the deciding factor in securing a sale.
- Optimize Campaigns Throughout Q4
Monitor performance regularly and adjust campaigns incrementally to ensure maximum effectiveness.
- Manage Your Budget Wisely
Set daily budgets to avoid running out of funds before key sale days. Q4 is a prime opportunity to attract new customers and boost average order value.
- Increase Ad Spend
Allocate more budget during the holiday season, especially for mobile advertising, to capitalize on high shopper interest and rising average purchase values.
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