6 must-see tips to maximise sales during Black Friday 2024

5 min read

What retail marketers need to know about this year’s shopping frenzy – facts and figures included.

Black Friday is back – but this year, it's not just about the chaos.

In 2024, consumers will be more intentional and thoughtful in how they spend. Financial pressures from the ongoing cost-of-living crisis are reshaping how people approach Black Friday, transforming it from a frenzy into a carefully planned shopping event.

In this blog, we’ll dive into the numbers and trends driving this shift and explore how retail marketers can make the most of Black Friday 2024.

Retailers have a huge opportunity to capitalise on this year’s Black Friday

💸 £13.3 billion in sales – a record-breaking year

In 2023, UK shoppers spent a whopping £13.3 billion during Black Friday.

That’s a 7.3% increase from 2022.

Despite economic challenges, people are still spending – but they’re doing it more thoughtfully.

🛒 52% of shoppers are turning to promotions due to financial concerns

With prices rising everywhere, 52% of Black Friday shoppers say they’re relying on promotions more than ever.

They’re also making changes to their spending habits. For example:

• 34% of shoppers are switching to low-cost retailers
• 32% are opting for private-label brands
• 43% are cutting back on luxury goods

🛍️ Insight: The rising cost of living isn’t stopping Black Friday, but it is changing how people shop. Discounts are essential, and shoppers are looking for real value.

For retailers, this means the flashy, high-ticket items might not be the stars of the show this year. Instead, the real heroes will be value-driven products and smart promotions that help shoppers make the most of their budgets.

💰 48% of consumers are saving specifically for Black Friday

Almost half of surveyed shoppers say they’re saving money throughout the year just for this event. People are making Black Friday a key part of their budgeting strategy, and they’re coming prepared.

This shows that today’s consumers are more careful with their discretionary spending.

How to maximise sales during Black Friday 2024

Your prospects will be preparing for Black Friday this year, which means you should too. Here’s what you should do to increase your chances of success.

✅ 1. Start early

Black Friday has evolved from a single day of deals into a full season of shopping, now extending to Cyber Monday and beyond. Many shoppers begin scouting for bargains and making wishlists well in advance, with 56% starting as early as September or October. So naturally, retailers are responding to this trend by offering early promotions, including events such as Prime Day in October.

🛑 Tip: Promote your early deals to attract these early birds and create a sense of urgency with limited-time offers.

✅ 2. Offer genuine, transparent deals

Consumers are savvier than ever. According to YouGov, 52% of shoppers are sceptical of Black Friday deals, with many suspecting inflated prices or fake markdowns.

In an era of “deals” that often aren’t as good as they seem, consumers are looking for transparency. They want real value, not fake markdowns – and if your discounts aren't real, you risk losing their trust.

🛑 Tip: Be upfront and honest with your discounts. Transparent pricing wins loyalty, and a positive shopping experience could bring customers back for more. 

✅ 3. Focus on Christmas shoppers

For 54% of consumers, Black Friday is the starting point for Christmas shopping. Many are looking for deals on gifts for loved ones, so make sure your promotions reflect the season.

🎁 Tip: Use transactional data to design tailored bundles and gift sets that appeal to gift-seeking shoppers. Feature these items in your Black Friday promotions to make sure they capture attention and drive sales.

✅ 4. Optimise your mobile experience

Mobile shopping continues to rise, with 50% of Black Friday sales happening on smartphones. If your marketing messages aren’t optimised for mobile, you’ll lose out on a huge chunk of sales.

📱 Tip: Craft professional, mobile-optimised emails that are easy to read and designed for quick, effortless clicks on any device.

✅ 5. Adopt an omnichannel strategy

E-commerce is growing fast and the appeal is obvious: easy price comparisons, and the ability to grab exclusive deals from the comfort of your couch. 

But this isn’t to say brick-and-mortar stores are obsolete. In fact, it’s the opposite: last year, in-store purchases grew by 4.3%.

So what’s the key to success? Omnichannel campaigns that blend both online and physical experiences.

Imagine this: a shopper browses your website from their phone, selects a product, and picks it up in-store, bypassing the hassle of shipping. Or they visit your physical location, try something on, and get an online-exclusive discount code to use later. This is the kind of seamless experience modern shoppers want.

🖥️ Tip: Set up automated campaigns that deliver relevant, channel-specific messages tailored to each segment of your audience across all platforms. This means sending personalised communications through email, social media, SMS, and in-store notifications.

✅ 6. Set up automated cart abandonment emails

Many online shoppers will abandon their carts, leading to lost sales. Cart abandonment emails, which have an impressive average open rate of 39%, give you a second chance to convert these lost opportunities into sales, effectively recovering revenue that might have been lost.

📈 Tip: Set up automated cart abandonment reminders and follow-up emails for customers who drop off before completing their purchase. Personalise these messages to offer an extra incentive to complete the sale, whether it’s free shipping or a limited-time discount.

The pressure to deliver is on, but retail marketers don’t have to do it alone

The road to crafting successful campaigns is a lot smoother when you have the right tools and insights at your fingertips.

When you have the right marketing platform at your disposal, you unlock valuable insights that give you a clear picture of what your audience truly wants. Not only that, but these platforms also streamline your processes, helping you avoid getting caught up in tedious tasks. This means you can concentrate on what really counts: creating campaigns that genuinely engage and resonate with your customers.

Want to learn more about mastering Black Friday campaigns? Grab a free copy of our eGuide to find out how to drive more online and in-person sales.