Black Friday Cyber Monday 2024 Results Roundup
Black Friday Cyber Monday 2024 is officially in the books—and you survived! Hopefully, you did a little thriving, too.
Now that the dust has settled, there’s one question every eCommerce professional has been asked on repeat over the past six days:
“So, how did we do?”
Let the post-mortems begin!
I know what most of you actually need right now is probably sleep. But since you’re likely already knee-deep in performance analysis, I’ve pulled together a roundup of the top industry news and insights on BFCM results to make your job a little easier.
To save you time, here are some fantastic resources to help you connect the dots:
Retail performance: 197 Million Consumers Shop Over Thanksgiving Holiday Weekend [NRF]
Online shopping trends: Cyber Monday hits record $13.3 billion in online spending [Adobe Analytics]
DTC sales highlights: Shopify merchants drive record-high $11.5 billion in sales over Black Friday Cyber Monday [Shopify]
Social commerce insights: TikTok Shop's Black Friday drove $100 million in US sales [Business Insider, paywall]
Payment trends: BNPL fuels Black Friday weekend buying, and risks of spiking debt [Inc., paywall]
While you’ll still need to dive into your own store’s performance metrics, it’s always a good practice to contextualize your results against broader industry trends:
How did your category perform overall?
How did your competitors stack up?
What's the bigger picture for the retail industry?
Here are three key takeaways from this BFCM weekend that I believe signal more significant shifts in how consumers shop beyond the holiday season.
1. Online shopping outpaced in-store shopping nearly every day of the 5-day holiday weekend. (NRF)
WOW. Online shopping has eclipsed in-store shopping during America’s biggest retail event of the year. If you’re on an eCommerce team for a retail brand, this is one to flash to your boss.
While brick-and-mortar is still important, this trend signals it’s time for retail brands to loosen the chokehold of physical stores and truly adopt a digital-first mindset.
2. 57% of online sales came through mobile devices on Cyber Monday, up 13.3% YoY. (Adobe)
Just four years ago, mobile accounted for 33% of Cyber Monday sales. Let that sink in. Today, mobile is dominating the landscape.
It’s no longer enough to prioritize online selling. Within this digital priority, brands must think mobile-first and design the shopping experience for phones, not laptops.
Too many retail brands still repurpose brick-and-mortar assets for digital, and it shows. It's time for digital and eCommerce teams to have a bigger seat at the creative strategy table.
3. Shop Pay sales increased 58% YoY, and BNPL usage hit an all-time high on Cyber Monday. (Shopify; Inc.)
Is anyone still typing in a 16-digit card number anymore? With these insights, it sounds like it. With the rise in mobile shopping, customers want payment options that are frictionless. Most customers are using easy payment options like Apple Wallet, Shop Pay, or Buy Now Pay Later (BNPL) solutions Affirm or Klarna.
As you head into 2025, review your store’s checkout journey and payment options and analyze sales by payment type. Do you notice any trends? Optimizing for frictionless solutions can boost conversion and keep your customers coming back.
That's it! Now go grab some rest. And if there's any silver lining in the business eCommerce shopping season of the year, maybe it's this - there are just 21 shopping days left until Christmas!