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Black Friday & Christmas 2024: what really happened?

Exclusive insights from IMRG & Ecommpay

Black Friday was bigger than ever. But did you make the most of it?

In this data-rich, insights-packed report, we unpack how the UK e-commerce market performed during Black Friday and the Christmas peak. With conversion rates climbing to an average of 4.6% (up from 4.2% in 2023), many industries had a strong showing. But who lost sales at the final hurdle? And what behaviours are shaping how people shop?

You’ll get a front-row view of what happened at the checkout – where conversions soared, where shoppers dropped off, and what it all means for your strategy in 2025.

This research has the answers.

Why download this report?

Because you need answers, not assumptions. Find out about:

  • When conversion rates peaked and why.
  • Why 63% of retailers saw improved conversion rates vs. last year
  • Where nearly half of all customers abandon their carts
  • Why average engagement time is dropping fast
  • The shift away from homepages—and what it means for your UX
  • Cyber Monday’s highest basket value in four years (£131.95!)

Who should read this?

If you’re responsible for driving growth in e-commerce – whether it’s CRO, payments, site UX or digital strategy – this report is your cheat sheet for turning last year’s lessons into next year’s wins.

Don’t rely on guesswork
Get the report

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