Netcore’s BFCM Sales and Holiday Marketing Insights, 2024 Edition
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Rishi Malhotra
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Netcore’s BFCM Sales and Holiday Marketing Insights, 2024 Edition

Published : July 25, 2024

Winning the Holiday Rush: A Data-Driven Look at the 2024 Marketing Landscape

Gone are the days of generic holiday marketing campaigns. Today’s savvy shoppers crave personalized experiences that resonate. A recent McKinsey report highlights the growing importance of boosting ecommerce and customer engagement, placing it alongside cybersecurity as a top tech need for the future.

Online Black Friday and holiday season spending is expected to shatter last year’s Black Friday Cyber Monday (BFCM) record of $9.12 billion, and close to 222 million Americans (85%) plan to purchase gifts for friends and loved ones this holiday season, according to a new survey and analysis. They expect to spend an average of $831.

Thus, the US holiday marketing season – mainly comprised of the BFCM season is prime time for marketers to shine. Netcore’s comprehensive guide dives deep into the modern consumer, uncovering insights on:

  • Who they are
  • Their browsing habits
  • Spending behavior
  • Website traffic patterns
  • Campaign performance strategies and more!

So what are you waiting for? Let’s dive right in!

But before you dive in, read our complete ebook on the best Holiday Marketing, BFCM, and BFCM Email Marketing Strategies –

What Are the Three Key Holiday Marketing and Black Friday Cyber Monday Cohorts?

The holiday season is crucial for businesses, and understanding your target audience is critical to success. Here, we analyze the three most essential BFCM 2023 customer cohorts that will shape the modern holiday marketing shopper landscape:

1. Gen Zs: Tech-Savvy Spenders in All Markets

By 2030, 75% of consumers will be Gen Z and Millennials. These young, tech-savvy individuals are driving a potential spending surge during the holiday marketing and Black Friday Cyber Monday season. 38% of US consumers between the ages of 18 and 24 are confident that the economy will rebound in the coming months, and this, coupled with their high social quotient, will make them eager to spend on experiences and brands that align with their values.

Source: Mckinsey and Co, State of the Consumer 2024: What’s now and what’s next

How to win them over? Leverage the digital landscape they inhabit, craft authentic brand stories this holiday marketing season, and offer innovative products and services that cater to their unique needs.

2. Silver Spenders: Redefining Retirement with Holiday Splurges

Forget the stereotype of frugal retirees! The over-65 population is exploding, with increased life expectancies and accumulated wealth leading to surprising spending power.  This BFCM and holiday marketing enthusiastic – demographic prioritizes experiences, travel, and health & wellness, making them a valuable target market. High-income baby boomer and Silent Generation consumers (those whose household incomes exceed $100,000) are a sizable cohort in the United States, making up 30 percent of the market—and they’re more likely to spend on discretionary purchases during the holiday marketing season, such as home improvement and gardening, compared with lower-income consumers their age.

Unlock their potential: Tailor holiday marketing products and services to their needs, focusing on accessibility, convenience, and experiences that enrich their golden years.

3. The Squeezed-But-Splurging Middle Class: Prioritizing Experiences Despite Tight Budgets

Rising costs are squeezing budgets, but here’s a surprising twist: middle-class consumers are still planning to splurge on discretionary holiday spending, mirroring high-income earners.  This “squeezed-but-splurging” phenomenon suggests a shift in priorities during the holiday marketing season, where value remains important, but experiences and products that enhance well-being and social status become attractive.

How to reach these value-conscious consumers? This holiday marketing season offers attractive financing options and loyalty programs while promoting premium products that resonate with their aspirations.

By understanding these three key cohorts, businesses can develop targeted strategies to attract the modern holiday shopper. From Gen Z’s tech-driven demands to the growing silver spender market and the value-conscious, experience-seeking middle class, the holiday marketing season offers exciting opportunities to cater to these diverse customer groups. 

The following section dives into what’s trending for retail brands this holiday marketing and BFCM season. We’ll explore what shoppers can expect and how brands can make their lives easier.

Early Bird Shoppers, Flatlining Traffic? Turn the Trend Around This Holiday Season

According to research, the holiday season website traffic, especially on Black Friday Cyber Monday, dipped 1.5% in 2023 compared to BFCM 2022. This might seem surprising, but it aligns with two key trends:

  • Earlier Holiday Shopping: Retailers started their holiday campaigns in August, and according to McKinsey’s survey, half of shoppers began buying before Halloween. This allows consumers to plan their spending and budget more effectively.
  • Shifting Trends: The “early bird” approach is especially relevant for electronics, which were once heavily tied to Black Friday deals.

Source: Bluecore’s 2023 Black Friday Benchmarks

*One interesting exception: While overall traffic declined, health and beauty significantly increased. However, this growth was concentrated among established brands with strong customer loyalty, reflecting a broader pattern observed in Black Friday data.

The following is a distribution of where most buyers interacted with holiday offers –

Source: Revenue generated during Cyber Monday

Organic search was leveraged the most by shoppers, social channels, and company websites.

Beyond the Homepage: Demystifying Holiday Traffic Across Marketing Channels

The average difference in traffic between online and offline channels across major US calendar holidays and BFCM season can be seen in the following graph –

Black Friday dominated NA online sales, followed by Cyber Monday. Interestingly, though the typical weekends generated almost as many or more in-store purchases when it came to holidays, online stores dominated their in-store counterparts.

Holiday Marketing Mobile Statistics

The holidays are a prime time for mobile shopping, and the numbers don’t lie. A whopping 47% of all U.S. online holiday sales came from smartphones and tablets, a significant jump from just a year prior. This trend extends beyond the season – 76% of Cyber Week traffic originated on mobile devices! Even Christmas Day saw a mobile surge, with 60% of revenue from phone and tablet purchases.

*The message is clear: prioritize a mobile-optimized shopping experience for your customers for a successful holiday season.

The following graph shows the preferred checkout devices leveraged by most shoppers and the number of items they bought per device  –

Smartphones surprisingly ranked second for the number of items purchased per order, despite desktops taking the top spot. This could be because:

  • Spontaneous Shopping: Mobile phones are with us constantly, making impulse purchases on them more convenient.
  • Smaller Orders: Smartphones might be better suited for smaller, quicker purchases, while desktops facilitate larger, bulkier orders where users feel more comfortable comparing options and finalizing purchases.

Holiday Marketing and BFCM Email Marketing Statistics

Holiday marketing and BFCM 2023 saw a surge in email volume compared to the previous year. This email frenzy wasn’t limited to just those two days either – significant spikes were leading up to and following the BFCM shopping season.

Source: Black Friday & Cyber Monday 2023: Unleashing the power of email

The Discerning Dollar: Reignite the Holiday Shopping Spark for Budget-Conscious Consumers

During the holiday marketing season, consumers approach their purchases discerningly. While the number of orders on Black Friday Cyber Monday jumped by 18% last year, the average amount spent per order decreased by 2%. This suggests a trend, where people make more purchases but being mindful of their budgets.

How Holiday Order Volumes Changed YOY

How Holiday AOV Changed YOY

Source: Bluecore’s 2023 Black Friday Benchmarks

There are a few factors likely at play here:

  • Earlier Shopping Season: With holiday marketing promotions starting sooner, the season might not hold the same allure it once did. Shoppers are spreading their purchases and taking advantage of deals throughout the season.
  • Inflation Woes: As inflation pinches wallets, many consumers plan to buy fewer gifts. This sentiment could explain the drop in order volume for categories like toys and electronics.
  • Strategic Stockpiling: Interestingly, we see increased order volume for apparel, footwear, and health & beauty. This could signify a “lipstick effect” – a phenomenon where consumers treat themselves to more minor indulgences during economic downturns, as Leonard Lauder of Estee Lauder suggested. Additionally, shoppers might strategically store essentials while they’re on sale.

The takeaway for retailers?  Consumers are value-conscious this holiday marketing season.  Focus on offering compelling deals and promotions to entice shoppers. Additionally, highlight essential items and cater to the “lipstick effect” by promoting smaller, affordable treats.

How did the holiday shoppers pay for their gifts? 

Holiday and BFCM 2023 shoppers used various payment methods to cover gifts this holiday season. About two-thirds (66%) used cash, including debit cards, and more than a quarter (28%) used money from their savings to pay for gifts.

Source: Nerdwallet’s 2023 Holiday Shopping Report

The hottest holiday marketing and BFCM 2023 products are as follows –

Source: 115 Black Friday statistics every retailer needs to know in 2023

Key takeaways from this section: Holiday shoppers are strategic but impulsive. While many (60%) snag deals, some experience post-purchase regret. The good news for retailers is that Cyber Week 2023 saw a 5% drop in abandoned carts, suggesting strong buying intent.

Check out our ebook for a complete picture of what’s succeeding (and failing) for North American ecommerce brands.

Beyond the Gift Rush: Building Loyalty to Retain Customers Beyond the Holidays

Data shows that large retailers have more purchases coming from returning customers than mid-sized businesses. This suggests they’re investing more in keeping shoppers loyal.

Here’s the reality: customers either stick with you or they don’t. While everyone wants loyal fans, some churn is unavoidable.  The key is to plan to convert unidentified shoppers into repeat buyers. By focusing on retention, retailers can unlock significant benefits – studies show leaders see 4-12x increases! This is especially crucial during economic downturns when consumers are more cautious about spending.

Email and other owned channels become even more important for driving sales with marketing budgets tightening. We’ve already seen retailers adapt to lower order volume by focusing on their existing customer base throughout October.

YOY Change in Holiday Repeat Purchase Rates –

Source: Bluecore’s 2023 Black Friday Benchmarks

The holiday sales mirrored the trend of prioritizing existing customers. Retailers, facing rising acquisition costs and softening demand, saw a 4% increase in repeat shoppers compared to last year. This reflects their focus on retention strategies.  Consumers, driven by price-consciousness, also stuck with familiar brands, opting for predictability over experimentation.

However, the holiday marketing season wasn’t all about loyalty.  Data reveals that first-time shoppers comprise the biggest segment (53%).  The next largest group (32%) were those with at least three prior Black Friday Cyber Monday purchases, indicating a core group of returning bargain hunters.

Percentage of Black Friday Cyber Monday Purchases per Buyer Type (Mid Market)-

Percentage of Black Friday Cyber Monday Purchases per Buyer Type (Enterprise)-

Compared to actual holiday marketing performance, these are the top contenders broken down by website traffic, conversion rate, and engaged conversion rate.

Source: A Look At BFCM 2023: Online Conversion Trends

Percentage of Newly Identified Customers Who Bought During the Holiday Marketing Season –

Source: Bluecore’s 2023 Black Friday Benchmarks

Turning new customers into regulars is key! Data shows that 3.5% of recently identified shoppers made holiday purchases, particularly in apparel, health, and beauty—categories known for high customer lifetime value.

Think about it: a customer who loves your clothes can become a loyal fan for years, buying new styles and seasonal items. Similarly, health & beauty brands can leverage loyalty programs to recommend new products, refills, and personalized offers.

Larger retailers have an edge here.  They have the resources to implement complex strategies, integrate data across platforms, and run established loyalty programs – all factors that boost identification rates.  The holiday marketing numbers are a clear sign: retention should be a top priority for every retailer, year-round, not just during the holidays.

BFCM Email Marketing Benchmarks

Conversion Rate of Triggered BFCM Email Campaigns

Source: Bluecore’s 2023 Black Friday Benchmarks

Abandoned Cart emails remained champions: These reminders, consistently the top performer year-round, nudge customers who haven’t completed their purchases. Remember, abandoned carts often double as wishlists – a gentle reminder with an incentive can lead to a completed sale.

Price Drop notifications took silver: These targeted messages resonate with customers who’ve shown interest in specific items, making a price reduction even more enticing.

Back in Stock alerts came in third: Customers appreciate being notified when desired items are restocked, driving sales during Black Friday’s high demand.

Post-purchase emails lagged: While fostering long-term loyalty, these messages are less likely to trigger immediate conversions on Black Friday. They might inspire future actions like reviews, but immediate purchases are less likely, especially after a recent purchase.

This highlights the importance of tailoring BFCM email marketing triggers to specific customer actions and purchase stages.  The right message at the right time can significantly impact Black Friday sales.

Did you know? You can now integrate app and web functionality to reduce shopper friction inside your shopper’s inbox. Check out Inbox Commerce today!

Furthermore, if you want a holistic image around what’s working in North America for ecommerce brands and what’s not, we recommend you take a look at our ebook –

Now that we have a solid understanding of the holiday marketing season statistics, here are some strategic recommendations to consider for crafting your holiday marketing campaigns:

Unlock Your Brand’s Potential: Strategic Recommendations for Success

The following ten vital strategic recommendations put forward will help you craft the perfect holiday marketing, BFCM and BFCM email marketing campaigns-

1. Start Planning Early: Begin preparations well in advance to ensure every aspect of your campaign is meticulously planned and executed.

2. Understand Your Audience: Use data and analytics to understand your audience’s preferences, shopping behaviors, and previous purchase history.

3. Optimize Your Website: Ensure your website is optimized for speed, mobile usability, and overall user experience to handle increased traffic.

4. Create Compelling Offers: Develop attractive offers and discounts that stand out and appeal to your target customers.

5. Leverage Email Marketing: Utilize email marketing to engage with your customers, build anticipation, and inform them about upcoming deals.

6. Enhance Product Pages: Make sure product pages are detailed, with high-quality images, clear descriptions, and customer reviews to boost conversions.

7. Streamline Checkout Process: Simplify the checkout process to reduce cart abandonment rates and improve overall sales.

8. Utilize Social Media: Promote your Black Friday deals on social media to increase visibility and reach a broader audience.

9, Prepare for Customer Support: Ensure your customer support team is ready to handle the increased volume of inquiries and issues promptly.

10. Analyze and Adapt: After Black Friday, analyze the performance of your campaigns to understand what worked and what didn’t, and use these insights for future improvements​.

Conclusion

In conclusion, the 2024 holiday marketing season presents a prime opportunity for retailers to capitalize on the latest trends and consumer behaviors. This comprehensive guide highlights the essential importance of understanding the modern consumer’s preferences, browsing habits, and spending patterns. Black Friday and Cyber Monday remain critical for driving sales, with significant insights into website traffic, category affinities, and the shift towards mobile shopping.

Retailers must leverage personalized experiences, optimize their digital presence, and craft compelling offers to attract and retain customers. Early planning, utilizing data-driven strategies, and maintaining robust customer support cannot be overstated. Email marketing, social media promotion, and seamless checkout processes are vital to successful holiday campaigns.

The rise in repeat purchase rates and the significant portion of first-time shoppers indicate the dual focus on retention and acquisition strategies. Businesses can create tailored marketing efforts that resonate with diverse audiences by targeting key customer cohorts such as Gen Z, silver spenders, and the value-conscious middle class.

As we move into the peak shopping season, the key takeaway is clear: prioritize a customer-centric approach, leveraging insights and trends to deliver memorable shopping experiences. Retailers can maximize holiday sales and build lasting customer loyalty, ensuring a prosperous holiday season.

To read our full ebook on the best Holiday Marketing, BFCM, and Black Friday Email Marketing Strategies, we recommend you download our ebook –

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Written By: Rishi Malhotra