Black Friday and Cyber Monday 2024 delivered record-breaking growth in online traffic and sales.
From consumer behaviors to shipping preferences, here’s what ShipperHQ’s Analytics reveal about this year’s trends — and how you can leverage them for success in 2025.
1. BFCM Traffic and Sales Grew in 2024
Black Friday and Cyber Monday (BFCM) have once again proven their worth to eCommerce brands.
- ShipperHQ customers achieved 3X traffic growth compared to an average day and a 7.7% increase year-over-year from 2023.
- Online spending brought in $41.1 billion, reflecting an 8.2% year-over-year growth (Adobe).
Key Takeaway: Continue prioritizing BFCM readiness to capitalize on high traffic and consumer spending. Make sure your website, sales, marketing, and shipping strategies are prepared for heavy traffic and optimized for conversion.
2. Shoppers Didn’t Wait Until Black Friday to Start Spending
Black Friday data revealed that holiday shopping kicked off earlier than ever, with shoppers taking advantage of early deals and promotions.
- Even before Thanksgiving hit, November traffic increased 40% over October
- Many brands reported strong traffic and sales well before Black Friday.
Key Takeaway: Start your holiday campaigns and discounts early in November to capture early demand.
3. Peak Traffic Occurred Midday
Timing is key for engaging Black Friday shoppers. Our data suggests that shoppers prefer browsing and purchasing around midday. Traffic tailed off significantly in the evening.
- Peak shopping times on Black Friday: 11:00 Central Standard Time
- Peak shopping time on Cyber Monday: 3:00 PM Central Standard
Key Takeaway: Consumers preferred shopping during midday. Time your marketing efforts like email and texting before and during prime shopping times.
4. Consumers Prioritize Shipping Cost Over Shipping Speed
Shipping options remain a critical factor in the decision-making process, with cost taking priority over speed for most consumers.
- 74% of shoppers selected the least expensive shipping option
- 12% of shoppers selected the fastest shipping option
Key Takeaway: Offer a low-cost or free shipping option to increase conversion and drive sales.
5. Free Shipping Wasn’t Always an Option
While consumers prioritized affordable shipping, not all brands offered free shipping. Some extended it to all shoppers, while others limited it to orders above a certain threshold or to specific customer segments. In many cases, free shipping wasn’t available at all.
- 45% of shoppers selected free shipping
Key Takeaway: Free shipping is a powerful incentive, but it’s not universal. Offer it strategically — whether through minimum order thresholds, exclusive promotions, or loyalty programs — to balance consumer expectations with your bottom line.
6. Diverse Shopping Categories Saw Growth
Shoppers weren’t just buying traditional holiday items like clothing and electronics. Data showed a wide range of trending verticals, including:
- Gym equipment: Health and wellness were seeing popularity well before new year’s.
- Electronics: Still a holiday favorite.
- Arts and crafts: DIY supplies were trending.
- Food and beverages: Gourmet gifts were a hit this season.
Key Takeaway: Whether or not you sell traditional consumer goods, BFCM is a great opportunity to drive more sales.
What this Black Friday Data Means for You in 2025
Start Planning for the Holidays Early
2024 Black Friday and Cyber Monday traffic and sales growth reaffirm the importance of holiday readiness in eCommerce. Start planning your sales, marketing, and shipping strategies early. Plan for pre-Black Friday campaigns to capture early demand and maximize sales throughout the month of November.
Offer Low-Cost or Free Shipping Options
Given the strong consumer preference for affordable shipping, make this a key component of your strategy. Test offers like “Free Shipping on Orders Over $50” to boost average order value (AOV) and increase profitability.
Time Your Marketing Efforts
Concentrate your promotional efforts during peak shopping hours to increase engagement and conversion rates. For example, schedule email and SMS campaigns between 10 a.m. and 2 p.m. to align with traffic spikes. Analyze your own data to determine the best times for promotions.
Use Black Friday Data to Inform Your 2025 Strategy
Analyze your own Black Friday data to understand what worked in 2024. Tools like ShipperHQ’s Analytics can help you uncover trends in traffic, sales, and shipping preferences to refine your strategy and drive even more sales in 2025.
Are you ready to make the most of 2025? ShipperHQ Analytics can help you uncover trends, refine your strategy, and deliver an exceptional customer experience all year round.
