Black Friday 2024 defied expectations. Despite softer traffic, retailers saw stronger conversions, higher average order values, and year-on-year growth across several key categories. The message is clear: peak season success is less about chasing volume and more about converting the right shoppers.
In partnership with IMRG, Ecommpay analysed performance data from hundreds of merchants and billions in online spend to create the Black Friday and Christmas Review 2024 – a report packed with actionable insights to sharpen your Q4 strategy.
More intent, less browsing
November 2024 saw traffic dip by 4.3% YoY, yet revenue rose by 0.9%. Conversion rates climbed to 4.6% during Black Friday week, with Cyber Monday peaking at 5.3%. Retailers who optimised the checkout journey reaped the benefits of more purposeful shoppers.
Cyber Monday leads on value
Cyber Monday outperformed across traffic, conversion, and AOV – reaching £131.95, the highest in four years. Categories like Health & Beauty saw double-digit revenue growth, showing the impact of well-timed campaigns and frictionless payment flows.
Marketing channels reshuffled
Direct mail emerged as the top revenue driver, accounting for 26.3% of sales – up from 15.8% the year before. Organic search and cross-network ads followed, while paid social and email saw slight declines. The takeaway? Diversify your mix and test under-utilised but high-performing channels.
Discounts with trust deliver more
Deep discounts worked best when paired with trust signals, such as price-match guarantees and transparent returns policies. Yet fewer than 1% of merchants used “price promise” messaging – a missed opportunity in a competitive peak season.
Get the full picture
From reducing abandonment rates to making the most of changing shopping behaviours, the Black Friday and Christmas Review 2024 is essential reading for retailers preparing for an earlier Black Friday in 2025.
Download the report now to access the full analysis, category breakdowns, and strategies to turn insight into revenue this peak season.
