Black Friday trading delivered improvements to web visits, ecommerce conversions and digital revenues in the lead-up to the discounting event, according to the latest data from Wunderkind, the leading AI-powered performance marketing and identity platform.
Original data from Wunderkind’s Marketing Pulse, which analysed over 39.5 million online shopping journeys, revealed that web visits increased by +19.8% in the week leading up to Black Friday (16 – 22 Nov 2024 vs 23 – 29 Nov 2024), as consumers shopped around to find the best deals on offer. Conversions also rose, up +46.45% over the same period, translating to a +18.53% boost to ecommerce revenues.
Earlier in the month, IMRG had reported a ‘slow start’ to online retailers’ Black Friday campaigns; its data suggested ecommerce revenues had dipped in the first two weeks of November, as shoppers resisted early promotions and held out longer in the hope for even better deals. However, as the day drew closer, consumers’ appetite for Black Friday discounts soon unlocked demand and sales, with Nationwide reporting that by 5pm on Black Friday (29 Nov 2024) its customers had made over 7.39 million transactions, +11% higher than in 2023.
Similarly, Wunderkind’s data showed a significant boost across online sales and conversions on Black Friday itself, with digital revenues and checkouts almost doubling compared to the Friday before (22 Nov 2024 vs 29 Nov 2024), up +93.97% and +90.67% respectively week-on-week.
Wulfric Light-Wilkinson, General Manager International of Wunderkind, commented: “Shoppers are becoming more discerning in their evaluation of Black Friday deals, carefully comparing promotions to secure the best value. This shift has resulted in more deliberate purchasing behaviour, with elongated decision-making processes and delayed conversions. As a result, retailers face increasing pressure to engage shoppers more effectively. This highlights the critical importance of identifying and retargeting customers with timely, personalised product recommendations and offers delivered via the most effective channels. By adopting this approach, retailers can maximise engagement and conversions during this high-stakes shopping period.”
