Black Friday & Cyber Monday 2025: Lessons retailers can learn from 2024
As retailers finalise their online plans for Black Friday 2025 (28th November) and Cyber Monday (1st December), a new report published by Ecommpay, the inclusive global payments platform, provides vital insights from last year.
- 2024 online revenue increased 3.1% year-on-year
- Bounce rates on Black Friday rose by 3.8% to 24.3%
- Basket abandonment fell slightly from 61.6% to 58.9% meaning more people completed purchases once they started the process
- Overall site traffic in November 2024 fell by 4.3%
- Average conversion rates improved from 4.2% in 2023 to 4.6%
- Conversions peaked at 5.3% on Black Friday and Cyber Monday
- Retailers offering 80% off saw conversions around 78%, compared to roughly 60% for 10% off
- Cyber Monday 2024’s Average Basket Value reached £131.95, the highest in four years
- The traditional “all eyes on Friday” approach is becoming less dominant – in 2024 Wednesday stole the spotlight; Tuesday and Cyber Monday performed well too
- Direct mail took the top spot for revenue share, rising from 15.8% in 2023 to 26.3%; organic search and cross-network advertising followed closely
- Traffic from direct mail and email decreased by 1% each, while paid social saw a 1% uplift
- More sessions started on product pages (36.9%) than home pages (12.6%), indicating customers arrived via specific product links
“While stock may already have been planned and ordered, many online retailers will now be in the depths of planning marketing strategies and promotions to capitalise on the peak sales season at the end of the year,” confirmed Roy Blokker, Head of Strategic Sales, Ecommpay.
“Looking back to 2024 provides valuable learnings to inform 2025 strategies. Bounce rates rose last year, basket abandonment improved slightly, and checkout abandonment stayed almost the same. It seems that while more people left sites early, those who stayed were more committed to completing their purchase. It’s also worth noting that Friday is actually not the most important day. Retailers should spread their promotions across multiple days to capture both planners and last-minute shoppers who want to avoid the Friday rush.”
“As well as ensuring they line up the most appealing discounts and special offers to entice customers to purchase, retailers should also ensure they have done everything they can to remove obstacles in the checkout journey. We know from previous research that most drop-offs occur at the payment stage, highlighting a key point for retailers to get right. Offering the right payment methods, a range of currencies and Buy Now Pay Later options can make a significant difference to conversions.”
With Ecommpay, more than 100 APMs are available through one integrated payment platform, ensuring a seamless payment journey with familiar payment methods for every customer, regardless of geography. The Ecommpay ‘Try Again’ feature also means that if a first payment method fails, the customer can retry or choose an alternative method within the same transaction. This is critical in reducing declines and preventing customers from abandoning the checkout.
The full report, Black Friday and Christmas Review 2024, is available to download from the Ecommpay website. It is published in partnership with the UK eCommerce Association, IMRG, and cookieless attribution software provider, Corvidae.
Bringing together data from IMRG’s Online Retail Index, Daily Black Friday Tracker and analysis of more than 360 retail sites in November, the report includes analysis of revenue by marketing channel, conversion trends, abandonment rates and popularity of discount types and much more.
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