Black Friday & Christmas 2024: what really happened?
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?
- 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.