Black Friday 2024: a planning tool for next year’s shopping bonanza

Online shopping in the UK during Black Friday reached £1.12 billion this year, a 7.2% year-on-year increase from 2023.

That’s proof – if any were needed - that Black Friday justifies its hype as a hotspot of the retail year.

Delving a bit deeper with the Zeitgeist dataset from consumer research platform GWI shows that 25.4% of UK consumers use the period to shop for Christmas presents.

Breaking this down further, women are 24% more likely than men to use Black Friday for gift shopping. Women also over-index for indulging in promotions across most categories (such as personal care and clothing) although men outspend their female counterparts when it comes to gaming consoles and home appliances.

Using data from Azerion’s Infinity platform to analyse Black Friday trends in the UK over recent years reveals a consistent increase in search activity. In 2021, Black Friday-related searches began at 15,000. By 2022, this figure had soared to 48,000, marking the largest surge we’ve seen. In 2023, searches surpassed 51,000, and in the most recent event, they exceeded 55,000.

This expanding event has become a cornerstone of holiday planning, significantly shaping consumer behaviour. Fashion continues to dominate, driving over 30,000 searches during Black Friday 2024. Beauty and technology follow closely, reflecting growing diversification in consumer interests. Interestingly, the travel industry has also emerged as a notable player in the Black Friday space, highlighting its rising appeal during the sales period.

Getting the best from Black Friday

In summary, Black Friday is a crucial opportunity for brands. Planning should start in late summer (a strategy that Azerion UK supports via its Black Friday insights, released every July as part of its annual Christmas Insights research).

But how can marketers make it work harder for their campaigns? With such a cluttered promotional season, standing out is critical. Reflecting on this year’s successes and challenges, what lessons can be carried forward into 2025?

The UK economy has been in a period of recovery, and Black Friday trends reflect this journey. Last year, 34% of people used the promotional period for festive buying. This year’s patterns suggest a shift, with fewer consumers relying on the promotions available during this period. While the event remains significant, consumer behaviours indicate evolving priorities.

Looking ahead, brands must adapt to these changes, ensuring their campaigns are tailored to emerging trends and audience expectations. By refining strategies and leveraging the unique insights from this year, 2025 Black Friday campaigns can deliver even greater impact.

Our insights show us that 20% of people are monitoring deals earlier. This aligns with the trend for Black Friday to extend beyond a single day to encompass a long weekend starting on the last Friday of November and continuing through Cyber Monday. The gradual shift in consumer behaviour underscores the importance of early and consistent messaging to capture attention ahead of the core promotional days.

Core planning tools for 2025:

• Start early: Consumers are increasingly scouting deals in advance, making it crucial for brands to kick off campaigns earlier in November.
• Stand out: With the market saturated during Black Friday, campaigns must find creative ways to break through the noise, such as leveraging unique formats or personalised messaging.
• Adapt to impulsivity: The gap between planned purchases and actual purchases highlights an opportunity to cater to spontaneous buyers, particularly in high-performing categories like fashion.
• Monitor category growth: The rise of sectors like travel – not previously widely associated with Black Friday - presents an opportunity for diversification in promotional strategies.

By refining strategies based on this year’s insights, brands can maximise the potential for next year’s shopping bonanza, ensuring campaigns are both impactful and relevant. Roll on Black Friday 2025…

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