How 2024 Black Friday Data Highlights Shifting Consumer Spending Habits — And What It Means for 2025 Ecommerce

Each year, with both hearts and bellies full, shoppers around the world ramp up their holiday spending on Thanksgiving Eve. Billions of dollars worldwide are spent on holiday celebrations like Christmas, Hanukkah, and Kwanza, plus a few ‘treat yourself’ items for themselves and their loved ones, marking it one of the most pivotal revenue moments for commerce companies.

And each year, as technology, society, and culture evolve, so do Black Friday consumer spending habits. 2024 was no exception.

This year’s Black Friday shattered records, with total spending surpassing 2023 levels and peaking near the $40 billion mark. Alongside the big numbers, we saw some striking shifts in when and how people shopped, and what it took to finally get them to convert.

So, what can we learn from Black Friday 2024? Let’s break down the key trends that are reshaping consumer behavior and explore what they mean for your ecommerce strategy as we gear up for 2025.

Shoppers are Willing to Spend, but are Getting Pickier

Total spending during the Black Friday/Cyber Monday shopping window surged in 2024 —marking a notable year-over-year increase and peaking near $40 billion. But despite this overall increase in spending, Thanksgiving Day saw a dip in total spending compared to the days leading up to Thanksgiving and after, signaling a behavioral shift.

Shoppers spent more time offline with their loved ones than browsing their favorite online retailer, and ultimately waiting until the main event to make sure they get the best deals. 

Takeaways for Ecommerce Brands

Maximize the Black Friday Window: Shoppers are waiting for Black Friday to make their biggest purchases. To capitalize, focus on offering your hottest deals during Black Friday only rather than spreading those promotions too thin on Thanksgiving Day, causing them to hesitate.

But Plan for Extended Sales Windows: A longer shopping window from Wednesday through Cyber Monday and beyond is a hot new trend that brands can’t afford ignore. It’s no longer just about Black Friday, so make sure your deals are still exciting enough to grab attention early from the start of the week. Think of it as a marathon, not a sprint—strategically timed bursts of promotions will help keep the energy up and shoppers coming back for more all weekend long. Keep them hooked, and they’ll keep spending!

Mobile and In-App Purchases Surge

It’s no surprise that online shopping continues to outpace in-store visits, and Black Friday 2024 was no exception. Mobile shopping absolutely dominated this year, with a whopping 69% of all purchases made on smartphones—a slight but steady climb from 68% in 2023.

But here’s where things get interesting: in-app purchases didn’t just grow; they skyrocketed. We’re talking a 14% surge year-over-year, with in-app transactions 106% higher than your average November Friday. And the kicker? The number of people downloading apps and using them to shop nearly doubled. It’s clear that consumers are all in on mobile apps that make shopping quicker and easier and are happy to take advantage of exclusive offers through in-app shopping.

Takeaways for Ecommerce Brands

Invest in Mobile and In-App Experiences: If you don’t have a mobile app, or your in-app user experience isn’t seamless, you’re leaving money on the table during Black Friday. Consumers are shopping on their phones more than ever, and a clunky interface and confusing check-out process could be the difference between a sale and a swipe. Invest in optimizing mobile navigation, streamlining app purchases, and integrating mobile wallets or buy-now-pay-later options to take advantage of this growing shopping trend.

Gamify and Personalize Your App: Shoppers are spending more time in apps that create engaging experiences. Consider adding loyalty perks, personalized recommendations, or gamified shopping features that make spending rewarding for them. As with all digital experiences, your app is more than just a store—make it an experience they’ll want to keep coming back to.

Some Retailers Thrived, Others Struggled to Keep Up

It’s clear that Black Friday spending this year shattered records, but not all retailers benefitted equally. The biggest winners in 2024 were brands with digital-first strategies and completely seamless online stores. Shopping platforms like Shein, Temu and TikTok Shop saw substantial growth, with TikTok Shop showing the highest increase YoY. In contrast, some of the biggest, most established market retailers like Best Buy and Target reported flat YoY growth, even when offering attention-grabbing discounts. Inflation-adjusted spending shows many retailers barely achieved real growth in 2024, even with high sales numbers.

Takeaways for Ecommerce Brands

Experience-Led Commerce Creates Brand Loyalty: The days where shoppers rely on the same tried-and-true retailers are gone. Brands with creative, social-first, and highly engaging shopping experiences are capturing consumer interest, and higher sales. Social commerce, influencer partnerships, and community-driven engagement have quickly become essential strategies for digital success. This isn’t just a trend; it’s the future of commerce.

Inflation-Proof Strategies are Non-Negotiable: This year, consumers felt the squeeze of inflation, impacting their purchasing power. To make the cut, retailers offered them real value like meaningful discounts, loyalty perks, and bundled incentives. With endless choices at their fingertips, shoppers are savvier than ever about where and how they spend. Give them a compelling reason to choose you over the competition.

Cyber Monday Reigns Supreme for Ecommerce

Cyber Monday claimed the crown as the largest online shopping day of all time. We saw the biggest discounts of the entire Black Friday shopping window happen this year on Cyber Monday, with markdowns averaging around 30%. Shoppers responded in a big way to these steep discounts, breaking records with spending exceeding $13.3 billion online alone, an increase of 7.3% YoY. 

Takeaways for Ecommerce Brands

Create Urgency Through Time-Limited Offers: Black Friday 2024 proved that consumers love the adrenaline rush of a deal, especially when time is running out. Highlight countdowns and flash sales during Cyber Monday with pop-ups and eye-catching banners to drive FOMO and keep shoppers engaged throughout the day. The more excitement you build, the more carts you’ll convert.

Offer More Than Discounts: Big savings get people in the door, but it’s the little extras that can seal the deal. Stand out from the competition with exclusive bundles, limited-edition products, and perks like free shipping. These value-adds not only hook customers but also protect your bottom line while building loyalty.

Consumer Spending Habits Are Shifting

As we reflect on Black Friday 2024, it’s clear that consumer behavior is evolving faster than ever. From the rise of mobile shopping to the demand for seamless experiences and value-driven incentives, the stakes for ecommerce brands have never been more exciting.

Keeping up with these shifts requires strategy, agility, and an understanding of what your customers value. A digital experience agency can help you stay ahead, offering the insights and expertise needed to thrive alongside the most successful retailers.