- Ecommerce owners earned nearly 130% more on Black Friday than on an average Friday and the number of orders was almost 140% higher.
- Sale madness is still a surefire way to shore up your budget before the end of the year.
How consumers shopped in 2024?
Polanders shopped eagerly on Black Friday, but the average value of a shopping cart fell compared to last year. edrone compares data from two markets: Polish and Brazilian. The conclusion: Friday to Friday unequal.
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On Black Friday, Americans spent $10.8 billion shopping online .
In Brazil, the average order value on Black Friday was 27% higher than on a regular Friday. In Poland, on the other hand, the same value was lower, with consumers spending 4% less than on an average day. This may have to do with the Omnibus directive, which obliges Polish stores to show the lowest price of the last 30 days. In this case, the reductions may not seem all that attractive. Stores in Brazil do not have such an obligation, allowing them to achieve a greater wow effect among customers.
The lowering of the value of the shopping cart may also be influenced by the change in shopping habits of Poles, who, according to experts, buy more often, but opt for cheaper products.
The impact of marketing automation on the performance of e-shops on Black Friday
Incorporating marketing automation into the strategy of every e-commerce operation is mandatory. Data from this year’s Black Friday shows that these are not empty words. Online stores that invest in building relationships with customers and actively use various automations saw the biggest increases compared to last year. The better the relationships built, the better the results.
Marketing automation and e-commerce performance on Black Friday, graphic: press mat.
This shows that understanding customers’ needs, using cross-selling, product recommendations, and cleverly combining various functions of the marketing automation system has a very big impact on the final results of a campaign.
Black Friday by industry
The biggest gains on Black Friday 2024 were recorded by the apparel industry (more than 8% increase over last year), the furniture industry (35% increase), health and beauty (48%), or home and garden (40% more revenue than in 2023). Declines were recorded by stores selling gadgets and advertising products (almost 72% difference compared to last year) and children’s items (more than 2% less).
Black Week – there are already results
Black Week 2024 recorded a 63.5% increase in revenue, with revenue influenced by edrone tools up 105.01%. The number of orders increased by 71.68%, confirming the strong impact of long-term promotional campaigns. These results show how effectively Black Week can stimulate e-commerce sales.
Black Month 2024 brought a significant increase in revenue and orders compared to other months of 2024. Revenues were up 129.44% and revenue was up 272.22%, demonstrating the effectiveness of the marketing solutions used. The number of orders was 139.49% higher, confirming the strong impact of promotional activities, according to erdone.
Cyber Monday 2024 showed solid growth compared to the previous year. The value of orders increased by 7% and revenue by 18%. The number of orders increased by 14%, and the number of orders generated by edrone increased by 29%.
The number of orders generated by edrone increased by 29%.