Key peak season ecommerce trends from 2024

As we entered 2024 last year, consumer behaviours and expectations continued to evolve, shaped by economic pressures, shifting values, and emerging lifestyle trends. According to reports last year, 2024's consumers were more discerning than ever, redefining what constitutes value and quality in their purchases. With rising prices and tighter budgets, consumers were carefully balancing cost with perceived benefits, seeking not only affordability but also authenticity, convenience, and sustainability.

However, consumer sentiment improved towards the latter half of the year, Black Friday week (Monday to Cyber Monday) experienced an unexpected 3.1% Year-on-Year (YoY) increase, surpassing IMRG’s initial -1% YoY forecast. This growth underscores key trends in consumer behaviour and operational strategies during peak periods. In this blog, we delve into these trends and spotlight our own case study featuring exceptional results for Ehrman Tapestry over Black Friday.

Shifts in Shopping Behaviour

This year, shifts in daily shopping behaviour revealed surprising insights. While Wednesday emerged as the top-performing day, this was largely due to a poor performance last year balancing the data. Remarkably, Saturday and Sunday outperformed Black Friday itself. UK customers used the weekend for post-payday shopping, often delaying purchases to take advantage of quieter times. Cyber Monday continued its trend of YoY growth, with online sales volumes increasing by 33%, and the number of items purchased on Cyber Monday rose by 78% compared to Black Friday. These insights indicate the importance of optimising campaigns to align with evolving consumer habits.

Smarter Promotions and Pricing

Retailers who embraced smarter promotional strategies achieved stronger results. Stretch-and-save offers boosted average order value, while exit-intent campaigns re-engaged hesitant customers. The use of cashback sites and targeted affiliate strategies proved particularly effective in incentivising high-value purchases. Strategic pricing also emerged as a key driver of success, with data-driven pricing and personalised offers enhancing sales performance while building customer loyalty. Mobile purchases accounted for a significant portion of sales, highlighting the need for mobile-friendly online stores.

Extended Campaign Durations

Black Friday 2024 was marked by extended campaigns, with 63% of retailers running longer promotions. Nearly half started earlier in November, and many extended offers into December, transforming the event into ‘Black November.’ Retailers used visually engaging content, shoppable ad formats, and authentic storytelling to boost brand awareness and drive conversions. Short, punchy video formats and ad sequencing strategies also played a pivotal role in engaging audiences throughout their shopping journey.

Operational Insights

Operational preparedness was critical in managing the high volumes associated with Black Friday. A 28.2% increase in parcels processed compared to last year highlighted the importance of efficient logistics. Retailers that embraced data-driven forecasting, flexible fulfilment, and scalable delivery networks were better equipped to meet demand. Eco-friendly packaging and carbon-neutral delivery options emerged as differentiators, reflecting growing consumer interest in sustainability.

Marketplaces and the Competitive Landscape

Marketplaces continued to disrupt traditional sales models. Platforms such as Shein and Temu offered ultra-affordable products, challenging established retailers. Meanwhile, premium brands benefited from shoppers seeking quality deals during Black Friday. Innovations like Amazon Haul signal ongoing transformations in the retail landscape.