As Black Friday 2024 approaches, businesses in the UK are gearing up for one of the year’s most competitive shopping events. With changing consumer expectations, mobile-first trends, and an extended holiday shopping period, marketers will need to adapt their strategies to maximise reach and conversion.
Here are key insights into what UK businesses can expect this Black Friday and how they can capitalise on emerging trends.
1. The Extended Shopping Period
Black Friday has evolved beyond a one-day event into an extended sales period. With many UK retailers already adopting longer sale durations in 2023, expect 2024 to follow suit, with some campaigns potentially beginning as early as late October. This shift allows brands to spread out demand, attract different shopper segments, and reduce the logistical pressure of a single shopping day. By launching promotions earlier, businesses can capture early-bird shoppers who prioritise convenience and seek to avoid holiday season crowds.
However, with extended campaigns comes the challenge of maintaining consumer interest over time. Retailers can avoid “deal fatigue” by spacing out promotions and creating “limited-time offers” throughout November. This approach keeps the excitement alive and helps retailers maintain momentum up to the actual Black Friday weekend.
2. Making Mobile Shopping a Priority
Mobile shopping continues to grow, with over 50% of Black Friday purchases in 2023 happening on smartphones. For Black Friday 2024, businesses should anticipate an even greater shift towards mobile-first shopping. To succeed, they need to ensure that their websites are fully optimised for mobile with fast load times, smooth navigation, and secure payment options. Creating mobile-first landing pages and personalised mobile ads will further enhance the shopping experience and drive higher engagement.
Shoppers expect an easy, intuitive mobile experience, so consider implementing features like app-only discounts, push notifications, and mobile-responsive ad designs. This focus will allow brands to reach on-the-go shoppers and meet rising mobile shopping demands effectively.
3. The Top Product Categories
In 2024, electronics, clothing, and toys are predicted to lead Black Friday sales once again, with health and beauty products also expected to gain traction. For example, 2023 saw high demand for electronics, particularly TVs and home gadgets, as well as significant interest in clothing, where 82% of shoppers preferred trying items in-store to examine fit and color.
Retailers should leverage these trends by highlighting popular products in their ads and offering exclusive discounts or bundles to attract price-sensitive shoppers. Moreover, as consumer priorities shift, brands may want to include wellness products and eco-friendly items in their Black Friday deals to align with growing consumer awareness of health and sustainability.
4. Optimising Omnichannel Experience and Personalisation
While digital sales dominate Black Friday, a seamless blend of online and offline channels is critical to the modern shopping experience. Many consumers start their research online but prefer to shop in-store for items like clothing and beauty products. By aligning in-store and digital experiences, businesses can accommodate the “research online, buy offline” trend that continues to grow in popularity.
A successful omnichannel strategy for Black Friday should ensure consistency across all touchpoints—from personalised emails and SMS promotions to cohesive website and in-store campaigns. Leveraging customer data can also drive more personalised shopping experiences. Using insights to target high-intent customers with relevant offers and content will increase engagement and set brands apart in a crowded market.
5. The Impact of the Economy and BNPL Options
Economic factors like inflation and the cost-of-living crisis are expected to influence consumer behaviour, making shoppers more selective and price-sensitive. Many may lean on “Buy Now, Pay Later” (BNPL) options to help manage budgets, especially for high-value items. According to recent surveys, BNPL services are growing in popularity and can boost conversion rates by making larger purchases more manageable for consumers.
To appeal to budget-conscious shoppers, retailers should clearly display BNPL options at checkout and communicate the benefits of deferred payment plans in their marketing messages. This approach caters to consumers’ financial needs, making it easier for them to take advantage of Black Friday deals.
6. The Importance of Data-Driven Marketing and Paid Search
Paid search continues to be one of the top drivers for Black Friday sales, with nearly 30% of sales in Cyber Week 2023 stemming from paid ads. As data analytics and AI tools evolve, they enable brands to refine keywords, optimise ad copy, and strategically allocate ad budgets to capture high-intent customers. With an increased focus on mobile search, businesses should prioritise mobile-optimised search campaigns to meet consumer demand.
Data-driven strategies also enable brands to craft more personalised promotions and ads. By segmenting customers based on preferences and behaviour, marketers can deliver targeted ads that resonate, whether through email, social media, or in-app promotions. As customer expectations continue to rise, data enrichment tools provide valuable insights into consumers’ buying patterns, allowing brands to tailor their Black Friday campaigns more precisely.
7. The Impact of Social Media and Influencer Marketing
Social media platforms like Instagram and TikTok are essential for reaching Black Friday shoppers who are increasingly using these channels to discover deals. In 2023, more than a third of shoppers used social media to find discounts, underscoring the value of a strong social media presence. To reach this audience, brands can collaborate with influencers, use targeted ads, and share timely posts showcasing exclusive Black Friday offers.
This year, interactive features like Instagram Stories, live shopping events, and countdowns to specific deals will help drive engagement and create a sense of urgency. Retailers who adopt a robust social media strategy can capture the attention of younger consumers who are highly active on these platforms and more likely to engage with brands online.
Preparing for Success on Black Friday 2024
With Black Friday continuing to evolve, UK retailers must stay agile and adopt a strategic approach to meet consumer demands and capture market share. By launching early sales, prioritising mobile experiences, offering flexible payment options, and leveraging data-driven insights, businesses can set themselves up for success. Through an omnichannel strategy and targeted digital marketing efforts, brands can navigate economic challenges while still creating a memorable Black Friday experience for shoppers.
