Black Friday 2024: Surprising growth and key lessons for retailers in 2025

Retailers, take note: Black Friday 2024 didn’t go as expected. Our Black Friday & Christmas 2024 review, conducted with IMRG, predicted a modest 1% dip in online sales - but in reality, online revenue jumped 3.1% during the week.

So, what drove this surprise growth? Timing played a huge role. Payday for most UK shoppers landed just right and consumer confidence got a noticeable boost. For retailers planning for 2025, last year offered plenty of lessons on shifting customer habits - and how to stay ahead in a competitive market.

In 2024, Black Friday fell a week later than it had in 2023 - and that small change made a big difference. The week before saw sales down 24% year-on-year, while Black Friday week itself jumped up 29.3%.

What to keep in mind: Build your promotional calendar around the actual 2025 date and consider when your customers are most likely to have disposable income. A well-timed launch can make a huge difference.

The report also found that Wednesday stole the spotlight during Black Friday week, with Tuesday and Cyber Monday performing well too. The traditional “all eyes on Friday” approach is becoming less dominant.

What to keep in mind: Spread your promotions across multiple days to capture both planners and last-minute shoppers who want to avoid the Friday rush.

Direct mail took the top spot for revenue share on Black Friday 2024, rising from 15.8% in 2023 to 26.3%. Organic search and cross-network advertising followed closely.

What to keep in mind: A balanced mix of online and offline channels can strengthen reach and reduce reliance on any single traffic source.

Overall site traffic in November 2024 fell by 4.3%, but average conversion rates improved, from 4.2% in 2023 to 4.6%. Black Friday and Cyber Monday both peaked at 5.3%.

What to keep in mind:Driving more traffic isn’t always the answer. Ensuring your site is fast, easy to navigate, and clear about offers can help turn more visitors into customers.

The data showed a clear link between headline discount and checkout conversion rates. Retailers offering 80% off saw conversions around 78%, compared to roughly 60% for 10% off.

What to keep in mind:Deep discounts can drive action but should be planned carefully to protect margins. Bundles, loyalty rewards, or time-limited deals can create urgency without overly cutting into profit.

Cyber Monday 2024’s Average Basket Value reached £131.95, the highest in four years. Its timing on 1 December likely encouraged bigger gift purchases.

What to keep in mind:Offering complementary product suggestions, free delivery thresholds, or bundled deals can encourage higher spend per order.

Bounce rates on Black Friday rose to 24.3%, suggesting more visitors left without engaging. However, basket abandonment fell slightly from 61.6% to 58.9%, meaning more people completed purchases once they started the process.

What to keep in mind:Make sure key offers are visible above the fold, highlight site search (linked to higher conversions), and regularly test page layouts to keep customers exploring.

Our Black Friday & Christmas 2024 report shows that Black Friday is no longer just a one-day event. Retailers who perform well spread offers across the week, use multiple marketing channels, and focus on improving the quality of customer interactions.

For 2025, the most effective strategies will likely combine smart timing, clear communication, and a seamless shopping experience - no matter which day customers choose to buy.