If there’s one thing the 2024
Black Friday and Cyber Week data makes clear, it’s this: the way people shop is changing, and changing fast. Brands that cling to last year’s playbook are leaving serious money on the table.
Let’s break down what the numbers are really telling us, and how to use them to pivot your digital marketing strategy before the next big shopping season.
Omnichannel is No Longer Optional
More than 197 million Americans made a purchase during Cyber Week 2024 (which is nearly 59% of the entire U.S. population). What’s most interesting, though, is where those sales happened.
In-store shopping saw a comeback, rising to 126 million shoppers, while online purchases dipped slightly to 124 million. Yet on Black Friday itself, digital still dominated: 87.3 million people shopped online compared to 81.7 million in person.
What does this mean for marketers? Consumers are blending online and offline experiences. A shopper might research a deal on their phone, test it in-store, and finalize the purchase online. That’s why your strategy can’t live in silos.
Your ads, email, SEO, and in-store experiences all need to tell one cohesive story.
Mobile Is the Real Storefront
If your website or checkout isn’t mobile-friendly, the data says you’re losing sales. In 2024, 57% of all online sales on Cyber Monday came from mobile devices, a 13% jump year-over-year. Globally, 70% of Cyber Week purchases happened on mobile.
For brands, this means your mobile user experience is now just as critical as your product. Fast load times, clean design, and frictionless checkout are no longer luxuries but conversion drivers.
AI is Quietly Powering Record Sales
Artificial intelligence made a major impact in 2024, influencing $60 billion in global
online sales during Cyber Week. Retailers using AI-driven product recommendations, chatbots, and personalization saw 2% higher conversion rates than those who didn’t.
That’s a huge signal for brands heading into 2025: if you’re not using AI to guide your campaigns, segment your audience, and personalize your offers, your competitors already are.
But don't fret: AI isn’t replacing marketers. Instead, it’s amplifying them. From predictive analytics to automated ad optimization,
AI helps brands turn data into smarter, faster decisions.
Paid Ads Are Pricey. Owned Channels Are the Future
Paid search drove 27% of all Cyber Week sales, the most of any channel. But the
cost of digital ads keeps rising, meaning smaller brands can’t compete with enterprise-level ad budgets.
The solution? Shift focus to owned channels, like email, SMS, and push notifications. These channels cost less, convert better, and help you build long-term relationships instead of one-time transactions.
With marketing automation, you can engage customers before, during, and after Cyber Week, turning seasonal traffic into loyal year-round buyers.
The Big Takeaway: Adapt or Be Left Behind
Shoppers spent a record $41.1 billion online during Cyber Week, despite fewer total shoppers. That means people are spending more on brands that meet them where they are by being mobile-first, AI-enhanced, and omnichannel.
If your 2025 marketing strategy looks the same as your 2024 one, it’s time to pivot. The brands that win Black Friday next year will be the ones using data like this to evolve. Want to learn how SMT can help with that?
Let's chat. Hop on a quick 30-minute call with us, and we'll share steps you can take for this holiday season!