Black Friday and Cyber Monday 2024: A Global Snapshot of Consumer Shopping Trends

United States: Online Dominance and Mobile Shopping Surge

American shoppers continued to embrace digital channels, with significant increases in online spending:

• Black Friday Online Sales: $10.8 billion, marking a 10.2% year-over-year growth.
• Cyber Monday Spending: Expected to hit $13.2 billion, reflecting a 6.1% increase from 2023.
• Mobile Shopping Growth: Mobile devices accounted for 57.6% of online sales during Black Friday, up from 55.5% last year.

A notable shift was observed in Buy Now, Pay Later (BNPL) usage, with November’s spending reaching $7.6 billion and peaking at $993 million on Cyber Monday. The trend underscores consumers’ preference for flexible payment solutions during the holiday season.

Global Trends and Technological Impact

Black Friday and Cyber Monday are not just about discounts—they are a testament to how technology is reshaping retail.

• Artificial Intelligence (AI): AI-powered tools enhanced the shopping experience through personalized recommendations and dynamic pricing. Retailers using AI observed a 9% higher conversion rate compared to those relying on traditional methods.
• Product Categories: Electronics, apparel, and toys remained dominant. Toy sales on Black Friday saw a staggering 178% increase compared to average October sales.

In-Store vs. Online: The Shift Continues

While online sales soared, physical store traffic saw an 8% decline in the U.S., suggesting a growing preference for the convenience of online shopping. Mobile devices have become pivotal, with more than half of purchases made on smartphones during Black Friday.

Looking Ahead

The 2024 Black Friday and Cyber Monday period has once again highlighted the transformative power of digital platforms and emerging technologies in the retail landscape. As consumers increasingly gravitate toward online and mobile shopping, retailers worldwide must continue to innovate to meet these evolving demands.

From AI-driven experiences to flexible payment options like Buy-Now-Pay-Later (BNPL), the future of shopping is here—and it’s digital, dynamic, and consumer-centric.