Loading...

Black Friday trends from 2023 and the outlook for 2024

Published: July 16, 2024 by Experian Marketing Services

Five predictions for Black Friday 2024

It’s hard to believe, but it’s almost time again for marketers to begin their holiday campaign preparations. Leading up to these preparations, it’s important to reflect on consumer trends from Black Friday 2023 and derive insights for the coming year to shape successful marketing strategies.

Spending trends we saw in 2023

In 2023, consumer holiday spending was forecasted to rise at the slowest pace in five years due to inflation and cost of living concerns. Forrester reported that consumers weren’t spending less, but they were spending slower and paying less for what they bought to stretch their dollar further.

Despite slower spending, data showed a 7.5% increase in e-commerce sales from 2022 to 2023, with a record $9.8 billion spent online and the most substantial growth of in-store traffic in recent years, up 4.6% from the previous year. Shopify even reported record 2023 Black Friday sales numbers offline and offline, reaching $4.1 billion, with significant spending across personal care, clothing, jewelry, shoes, and decor. Around 75% of these sales occurred on mobile and 25% on desktop.

When people shopped in 2023

We also saw notable shifts in how, when, and where people shopped on Black Friday. One significant trend noted in our 2023 Holiday spending report was the increasing preference for early holiday shopping, particularly online. Consumers quickly responded to early discounts and promotions, which caused a surge in spending during October. Cyber Week, encompassing Black Friday through Cyber Monday, also played a significant role, accounting for 8% of total consumer holiday spending.

2023 trends we expect to see in 2024

As you gear up for the holiday season, understanding Black Friday trends from 2023 will be vital, as Black Friday 2024 is expected to see a continuation of several key trends alongside emerging ones:

  • Mobile shopping will continue its growth trajectory.
  • Consumers will keep seeking early deals.
  • Marketers will prepare promotions sooner than ever.
  • Flexible payment arrangements like “buy now/pay later” (BNPL) will drive conversions amid continued inflation.
  • Channel switching will become more common.
  • Paid search will drive the most sales.

Let’s talk about what past trends and future predictions mean for your marketing strategy and how you can use them to inform your 2024 holiday campaigns.

Emerging consumer behaviors

Consumer behaviors and preferences have been changing and reshaping the Black Friday shopping landscape over the last few years. Looking ahead to Black Friday 2024, several trends from last year are likely to continue shaping the shopping experience.

Early shopping

The early holiday shopping trend will continue to become more pronounced. Many consumers now begin their end-of-year shopping well before Halloween, seeking to take advantage of early deals and discounts, enjoy more time to compare prices and products, avoid crowds, secure popular items early, and spread out their budget. In 2023, Gallup found that one in four holiday shoppers even starts as early as September. This means your business must begin planning sales and promotions earlier in the season and roll them out sooner.

The value of experiences

We’re seeing an interesting shift toward gifting experiences over physical items among consumers with more disposable income. In a 2023 survey, one in five respondents said they’d prefer to get an experience as a gift over an item. Those in higher income brackets are allocating more of their holiday budgets to experiences that create lasting memories, such as theme park passes, art classes, concert tickets, and so forth. This trend will require retailers to get creative, potentially:

  • Hosting giftable in-store events
  • Enhancing the in-store experience
  • Using experiential marketing to make deeper consumer connections
  • Partnering with other companies to provide bundled gift/experience packages

Preference for digital channels

Media consumption habits and preferred engagement channels are also undergoing significant changes. Consumers increasingly turn to digital channels like streaming TV and connected TV (CTV) for entertainment and information. CTV ad spending, in particular, is expected to grow by 20% in 2024 and by low double digits into 2027. This shift will influence how retailers reach and engage with consumers, and it underscores the importance of digital marketing strategies and personalized online experiences.

Mobile vs. desktop online spending

The preference for mobile over desktop for online transactions is growing; in 2023, mobile devices comprised 54% of online sales, with online purchases up 10.4% from 2022 on Black Friday. More and more, consumers are using mobile devices to research, browse, and buy online. Marketers need to optimize their mobile and website experience to make the shopping experience seamless across all devices.

Key products and categories

Research has shown that the most popular in-store purchases of Black Friday weekend in 2023 included clothing/accessories and electronics.

  • 82% of shoppers bought clothing in-store to inspect colors, material, and fit
  • 73% said they would buy electronics in store to compare quality

These categories were followed by:

  • Health and beauty (49%)
  • Household appliances (44%)
  • Sports/leisure (32%)

Interestingly, the same categories were also the top sellers online during Cyber Week 2023, with 79% of buyers seeking clothing/accessories and 66% intending to purchase electronics. Amazon was one of the most popular shopping destinations for Cyber Week 2023, with over a billion items sold. Some of the top-selling items included the Amazon Fire TV Stick and Ring Video Doorbell. This indicates a consistent consumer preference across different shopping channels and suggests shoppers are comfortable buying a wide range of products online, even during traditional in-store shopping events.

Looking ahead, retailers can reasonably anticipate continued demand for clothing/accessories and electronics, both in-store and online.

Marketing strategies that worked

Last year was a year of growth, albeit slow growth, despite economic uncertainty. Here are some of the marketing strategies deployed that contributed to this growth.

Influencer collaborations

Data from a 2023 Black Friday report showed that seven of every 10 shoppers acknowledged an influencer’s role in their purchase decision. Partnering with influencers to promote Black Friday deals and hosting live streaming sessions with influencers showcasing products helped reach new audiences and build credibility. Influencers’ recommendations resonated strongly with their followers, which drove traffic and increased sales.

Cross-channel marketing campaigns

Black Friday gives marketers a unique opportunity to engage audiences across touchpoints. Using a mix of channels, such as social media, email, websites, SMS, in-store promotions, and print media, tends to create more impactful campaigns.

Last year proved to be diverse in terms of marketing channel mix. Marketers embraced a cross-channel approach to connect with their users during holiday sales, which was evident in the increased usage of channels like email, SMS/MMS, web push notifications, and emerging channels like Roku messages. Using multiple channels to promote Black Friday deals increased visibility and reached a wider audience. This comprehensive approach ensured marketing messages reached customers wherever they were.

To maximize sales during the Cyber Five holiday season, activate Experian audiences as part of your omnichannel campaign. Our offerings include meticulously curated behavioral segments based on discount indicators such as Black Friday, Cyber Monday, and Coupons/Sales. These segments help you target shoppers who are ready to take advantage of your promotions and are primed for early conversion. Our marketing data was ranked #1 in accuracy by Truthset, which means you can power smarter marketing initiatives, like insights, targeting, and measurement, using the highest-rated data.

App-only deals

In 2023, mobile app sales increased by 2% from 2022, generating a 12% increase in app purchases and $2 billion more in revenue than the year before. Businesses offering exclusive deals through their mobile apps incentivized customers to download and use the app for their purchases, which helped boost sales through a dedicated channel.

Limited-time offers

Time-limited offers are the essence of Black Friday and Cyber Week, giving shoppers a timeframe for getting the lowest prices of the year on certain products. Creating urgency is a highly effective way to get people to make a faster purchase decision.

Bath & Body Works is exemplary at using limited-time offers; once a year around Black Friday, they run a “Buy 3, Get 3” sale on the whole store for a single day, which encourages customers to stock up while getting their holiday shopping done.

Flash sales and hourly deals are shorter limited-time promotions that generate excitement, traffic, and sales. By highlighting specific products with steep discounts, retailers encourage customers to make instantaneous purchases. Amazon is known for these, which they refer to as Lightning Deals or product discounts available for only a few hours.

Early-bird discounts and exclusive previews

Retailers wanting to avoid overcrowded stores or website crashes can reward those who shop early with exclusive discounts or sneak peeks into Black Friday deals. This creates a feeling of urgency and privilege that leads to a purchase. Best Buy offers its Best Buy Plus and Best Buy Total members exclusive savings during a sale period just for them. They get early access to discounts toward the end of October, after which they open up their early bird deals to the public.

Predictions for Black Friday 2024

Based on what we’ve seen in 2023, we expect the following trends to shape consumer behavior on Black Friday and beyond in 2024.

Consumers will use their phones to shop more often than they already do

Mobile shopping is easy and discreet, allowing customers to shop from anywhere while staying on top of sales. Black Friday mobile orders increased from 2022 to 2023, with over 50% of all Black Friday sales occurring on smartphones. This indicates a growing trust in smartphone transactions among shoppers, which is why 2024 will likely reflect this trend.

As a marketer, this means you should ensure your website is optimized for smartphones and tablets. Ensure load speed is quick, navigation is simple, designs are intuitive, and mobile payment options are available. You also have an opportunity to invite your customers to sign up for SMS or push notifications so they can shop deals immediately after they’re rolled out.

While mobile should be a priority, we still recommend investing in multiple channels to capture online shoppers everywhere they’re buying. Our Graph can help you unify data, capture user activity, and view your target audience holistically to optimize ad spend, allocate resources effectively, and improve ROI.

Marketers will start preparing their Black Friday campaigns earlier than ever

With increasing market competition and pressure to accommodate early bird deal seekers, marketers will likely start preparing their discounts, inventories, and promotional materials earlier in the summer.

Data enrichment can help you prepare early Black Friday promos by providing deeper insights into your customers and what they want. Enriching your existing data with behavioral, financial, and demographic information can help you create precise audience segments and personalized content, anticipate customer preferences, optimize channel placement, and tailor your promotions effectively. On average, Experian has 250 behavioral and demographic marketing attributes per individual, which means we can decorate households and people with marketing data to get a full customer profile and fill in any gaps you have on your audience. You can also consider implementing sell-side targeting to help your promotions reach the right people.

If you plan to run early promotions, try not to create deal fatigue among your consumers. Focus on building a few high-quality promotions that will attract your target customers.

BNPL arrangements will become more common for conversion

Given lingering inflation in the U.S., consumers will still be looking for ways to stretch their money this year, and many shoppers may seek out BNPL arrangements.

With so many shoppers wanting the financial convenience of making large purchases without the immediate financial burden, marketers can use data enrichment to identify their target segments most likely to use BNPL and create personalized offers and promotions for them. Your strategy should include high-value offers and messaging that appeal to budget-conscious shoppers and a checkout optimized for BNPL options.

Channel switching will surge

Black Friday and Cyber Monday sales are starting to become channel-agnostic, with consumers browsing online, on mobile apps, in physical stores, and on social media. As such, they expect a unified experience wherever they browse. Any inconsistency can disrupt the purchase journey and deter potential buyers.

As the shopping experience becomes more connected, consumers are moving between channels more frequently, which means integrating data from various touchpoints will be crucial to understanding and predicting customer behavior. Marketers must develop cohesive omnichannel strategies with consistent messaging and promotions across channels. Your campaigns should span multiple channels so customers can engage with your brand in various ways.

We work with major platforms, marketers, and agencies, which means we have existing partnerships across the ecosystem for you to connect with and bring your consumer data to life to meet your needs.

Paid search will drive the most sales

Research from Adobe shows paid search as the top sales driver of Cyber Week 2023, comprising nearly 30% of all online sales. Due to the high-intent customers captured by paid search and the surge in shopping on mobile devices, we expect to see paid search drive much of the Black Friday sales in 2024 — especially as advances in data analytics and AI allow marketers to optimize paid search campaigns more effectively. They can analyze vast amounts of data to refine keywords, ad copy, and bidding strategies for higher ROI and better targeting.

In 2024, it’s essential to prioritize paid search strategies and focus on using relevant, high-performing keywords for your campaigns. You can continuously refine your strategies using AI and data analytics to target high-intent customers. Additionally, integrating insights from customer behavior data will help you create more personalized, impactful ad copy and heighten the effectiveness of your paid search efforts.

Experian can help you win Black Friday 2024

Want your marketing campaigns to stand out and reach your audiences on Black Friday this year? Partner with Experian to create data-driven, targeted, impactful 2024 holiday campaigns.

Our data empowers you to gain valuable insights and optimize your holiday marketing strategies. We can connect online and physical transactions to our Experian household ID for a holistic view of customer behavior, connect ad exposure with foot traffic, or employ control group lift analysis to measure campaign effectiveness. By activating our purchase-based holiday audiences, like last-minute and one-stop holiday shoppers, you can reach the segments most likely to spend with you. Integrating with over 150 channels, we’ll help your campaigns reach your audience wherever they are. You can even utilize our connections to various digital platforms and partners to expand your reach.

With Experian’s measurement offerings, you can make data-driven decisions about your activation strategies. Engage the right audiences and drive exceptional results this holiday season with Experian.


Get started

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.


Latest posts

Inside Experian’s solutions for SSPs with Yieldmo

Supply-side platforms (SSPs) are expected to deliver more than inventory—they’re being asked to support sell-side targeting strategies, campaign results, and proof of performance. To meet that demand, SSPs need more than access to inventory. They need better data, better tools, and a way to bring it all together. Experian’s solutions for SSPs We built Experian’s solutions for SSPs with that demand in mind. By combining identity resolution, audience targeting, and third-party measurement, we help platforms move beyond basic transactions. Whether you’re doing sell-side targeting, supporting direct deals, or looking to support campaign validation, our tools make it easier to create value for buyers—and keep them coming back. Our solutions that help SSPs: Resolve identity across digital touchpoints using our industry-leading Digital Graph Build differentiated audiences using over 2,400 Experian Audiences and Partner Audiences in Audience Engine Support advertiser-direct relationships with tools to create, activate, and host custom segments Measure real outcomes like in-store visitation and sales through Outcomes, our third-party validated reporting suite Together, these capabilities allow SSPs to produce data-driven deals, increase addressability, and meet buyer demand for smarter, more measurable media. Campaign snapshot: Yieldmo + Experian Yieldmo, an advertising platform known for its creative formats and data-informed approach, has already put this solution to work. Here’s how they built a custom strategy for a major athletic retail client using Experian\’s joint solution for SSPs. The challenge: Drive in-store traffic and reach new buyers Yieldmo supports a leading athletic retailer’s seasonal campaigns focused on in-store traffic. This advertiser wanted to reach new buyers—specifically those who might otherwise shop with a competitor. To do this, they needed access to strong audience segments with reliable data and the flexibility to act quickly across channels. This was the first time Yieldmo applied Experian Audiences to this retailer’s campaigns. The stakes were high: the client was looking for better in-store outcomes and a more streamlined activation workflow. The solution: Experian\’s activation solution for SSPs Using Experian’s Audience Engine, which includes our proprietary and third-party data marketplace, Yieldmo built a flexible, high-performing media plan that spanned display inventory and included both conquesting and primary in-store shopper segments. The team selected and activated: Apparel and footwear audiences built from Experian and partner data providers In-store shopper segments targeting retail behavior signals Competitive purchasers to capture likely buyers from other athletic brands Our data marketplace allowed Yieldmo to combine Experian Audiences with Partner Audiences from providers like Alliant, Circana, Sports Innovation Lab, and Webbula—all in one place. Manual audience creation used to take days. Now, Yieldmo can build and activate campaigns through a streamlined, self-serve workflow. By working in the Audience Engine platform, Yieldmo was able to avoid multiple contracts and manual requests. They filtered audiences by brand, tailored segments to their goals, and launched without delays. “Experian’s data marketplace in Audience Engine fills a critical gap—letting us quickly search by brand, build smarter conquest segments, and activate custom audiences fast.”Abby Littlejohn, Director of Sales Planning, Yieldmo The results: Expected lift in store visits While final in-store lift results are pending, the early performance metrics are promising: Click-through rates are at and above historical benchmarks across both conquesting and primary shopper segments. Using Audience Engine’s self-serve tools, Yieldmo created audiences faster and more easily. They reduced their workload by minimizing the need for manual data wrangling. “We include Experian audience segments in 80% of formal RFPs. Between contract simplicity, data quality, and campaign results, Experian has become our go-to for third-party audience targeting.”Nelson Montouchet, AVP, Strategic Partnerships, Yieldmo Download the full case study Bring this to your platform Whether you’re looking to monetize more effectively, build deeper advertiser relationships, or stand out with sell-side targeting offerings, we designed Experian’s solutions for SSPs to do exactly that. With our industry-leading Digital Graph, over 2,400 syndicated audiences, partner data, flexible self-serve tools, and outcome-based measurement, SSPs can now move faster and go further—without compromising scale or precision. Get in touch with our team Latest posts

Jun 25,2025 by Experian Marketing Services

Less hype, more action: Three trends from Cannes Lions 2025

After another week under the sun at Cannes Lions 2025, one thing is abundantly clear: our industry is done talking about possibilities — it’s ready to act. From speaking engagements to packed suite meetings, and even stateside through our “Can’t Cannes” activations, the appetite for change was real — and we were right at the center of it. A front-row seat to innovation Experian made a powerful impact across the Croisette, partnering with Audiostack, Basis, Infillion, IQVIA, Magnite, NextRoll, Odeeo, OpenX, The Female Quotient, and the Unplugged Collective x The Digital Marketer, to contribute to some of the week’s most insightful conversations. Our thought leaders were everywhere—on stage, in studio interviews, at executive roundtables—offering a clear voice on retail media growth, pharma advertising disruption, AI innovation, and identity-driven personalization. Three themes that defined the week 1. AI gets real If 2024 was the year of AI buzz, then 2025 is the year AI found its footing. Conversations shifted from “what if” to “what now.” While the promise of AI was front and center, conversations with clients and partners highlighted that we’re still in the foundational phase. Real-world applications—from creative optimization to predictive segmentation—are gaining traction, but long-term value will depend on robust data architecture and trustworthy identity frameworks. MiQ and PMG debuted AI-integrated platforms that demonstrated how AI can automate creative, optimize budget allocation, and personalize media in real time. AI has moved from sidekick to strategist. \”Last year it was all about AI, but in a very general sense. This year, it’s about specific applications — a clear sign AI is evolving from a talking point into product.”Budi Tanzi, VP, Product 2. Outcomes > impressions Outcomes may have been a buzzword at Cannes, but as several industry leaders pointed out, simply saying “we drive outcomes” isn’t enough—it risks sounding like table stakes. In today’s performance-driven environment, what matters is how companies define and deliver those outcomes in unique ways. The most compelling conversations weren’t about generic promises, but about clear strategies: challenging assumptions, leaning into strengths, and making specific choices that tie data, media, and technology to measurable impact. \”By using consistent identity across planning, activation, and measurement, marketers can connect ad exposure to real-world outcomes—whether that’s an online conversion, an in-store visit, or a new customer relationship.\”Chris Feo, Chief Business Officer 3. Curation isn\’t just a tactic Curation is quickly becoming the industry’s preferred approach to cutting through complexity. As marketers contend with signal loss and inconsistent inventory quality, the shift from broad access to intentional activation is gaining momentum. At Experian, we see curation not just as packaging, but as strategic alignment—where identity, data, and inventory come together in purpose-built environments that reduce waste, enhance safety, and drive performance. \”Supply-side data activation and optimization, aka “curation,” is an alternative to the traditional approach to data activation. Unlike the traditional DMP-to-DSP activation flow, curation allows buyers to leverage supply-path data more directly. The upshot? Improved performance and pricing for media agencies and brand advertisers.\”Drew Stein, Managing Director, Audigent Bringing the Cannes experience stateside Not everyone can make it to the South of France—so we brought Cannes to them. Our “Can’t Cannes” events in the U.S. offered local clients a first-class experience filled with insights and networking, minus the jet lag. Final takeaways This year’s festival made one thing clear: real progress requires more than innovation; it requires integration. And that’s where Experian is focused—connecting identity to activation, and data to outcomes, in ways that are practical, scalable, and privacy-resilient. If I had to sum it up? AI is progressing from abstract to application Curation beats clutter Partnership is power And everyone’s aligned around performance We’re grateful to have been part of these conversations and even more excited about where they’ll lead next. Let’s continue the conversation If you\’re exploring how to connect identity to performance, or simplify the way you activate, measure, and grow, we’d love to talk. Latest posts

Jun 25,2025 by Dave Rosner, VP, Marketing, Audigent

The unexpected upside of a cookieless future that never came

Originally appeared in AdExchanger Google’s decision not to deprecate cookies in the Chrome browser after all caused a stir across the industry. Companies invested heavily in developing solutions aligned with the Privacy Sandbox as a survival tactic for the post-cookie landscape. At first glance, Google’s about-face may appear to undercut those efforts. It’s easy, and perhaps even satisfying for some – but inaccurate – to say “all that effort was for nothing.” Given Chrome’s dominance among browsers, AdTech companies had no choice but to prepare for “what if” scenarios. The same goes for cookie deprecation. Google’s plan to end support for third-party cookies would have removed a mechanism that has been a cornerstone of addressability for the past 15 years. To be clear, those efforts have not been wasted. They spurred innovation across the AdTech landscape, driving progress in privacy-first targeting, alternative identifiers, supply-path data activation, and real-time data enrichment – all of which will pay dividends for years to come. Whether born directly from Privacy Sandbox participation or inspired by the broader trend toward privacy reform, industry-wide preparation for cookie loss and browser disruption has yielded tangible benefits. Pressure from Google, Apple, and evolving regulations served as a catalyst for modernization that could shape the next decade of advertising technology. An industry anchored in product innovation AdTech is a fundamentally product-driven industry defined by short innovation cycles and the imperative to build and test rapidly. This DNA enables companies to stay resilient, evolve and deliver innovation. Change is good. Disruption can be even better – but only for those who embrace it. Google’s evolving stance on cookies and Privacy Sandbox doesn’t negate what’s been learned. If anything, it underscores the need to keep innovating. The next wave of disruption is likely right around the corner. The payoff While some may argue that the time and effort spent preparing for cookie loss was wasted, those efforts have functioned as a forcing mechanism for several innovations in data activation. Supply-side data activation and optimization, aka “curation,” is an alternative to the traditional approach to data activation. Unlike the traditional data management platform (DMP) to demand-side platform (DSP) activation flow, curation allows buyers to utilize supply-path data more directly. The upshot? Improved performance and pricing for media agencies and brand advertisers. As curation continues to evolve, it’s poised to play a central role in how advertisers and publishers transact. Real-time data enrichment is another area that has benefited from this period of accelerated innovation. Many companies were compelled to improve their tech stacks to align with Sandbox protocols.  These updates, particularly in real-time data enrichment capabilities, are now laying the groundwork for future data activation strategies across both the buy and sell-sides. Exiting out of tunnel vision Over the past five years, the AdTech industry has invested deeply in planning for a future without cookies. Still those investments have been well worth it. While cookies are not going away, the broader deprecation of signal continues. The work that was done to prepare will inevitably inform the next evolution of our industry. Contact us Latest posts

Jun 16,2025 by Drew Stein, Audigent Managing Director, Experian

Subscribe to our newsletter

Enter your name and email for the latest updates

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

About Experian Marketing Services

At Experian Marketing Services, we use data and insights to help brands have more meaningful interactions with people. As leaders in the evolution of the advertising landscape, Experian Marketing Services can help you identify your customers and the right potential customers, uncover the most appropriate communication channels, develop messages that resonate, and measure the effectiveness of marketing activities and campaigns.

Visit our website

Subscribe to our newsletter

Stay up to date on the latest industry news and receive expert tips from our marketing experts.
Subscribe now!