“What do you find most exciting about the Holidays?” This question was asked to multiple social media users and the majority of them had the same answer - holiday sales!  In fact, according to research, around 89% of shoppers claim that their shopping habits are heavily influenced by social media trends. Does this mean that social media has something to do with Holiday shopping? Absolutely Yes! And this is where Black Friday sales come in.  But here’s the thing - just a couple of years ago this term was not as popular as it is today and all the credit goes to social media. Over the past few years, as soon as November sets in, different brands and companies start promoting their most-wanted Black Friday sales on social media which not only creates hype for the brand but also gears up the consumers.

The Black Friday sales of 2024 surely set a record with a 10.2% increase in online sales as compared to 2023. And yes, we’re talking billions! The plot twist of 2024 was that brands were not the only ones participating in the Black Friday marathon, several retailers and e-commerce stores also took part in this record-breaking campaign. The remaining energy was fueled by social media trends, birthing a shopping sensation in customers. But can the same be said for 2025? Or will 2025 set a new record for Black Friday sales? Will the shopping habits of consumers stay the same or will they change? What can we expect in 2025? This blog answers it all!

Recap of the 2024 Black Friday Shopping Season

Black Friday sales bring the much-needed holly jolly spirit in the holidays. Let’s face it, shopping for friends and family around Thanksgiving and Christmas is not an easy task, especially in this economy. This is where these sales come in handy. Shoppers wait all year round for winter to set in so they can kick off the holiday spirit with a shopping spree. Gone are the days when you had to plan whole shopping mall trips to feast on the Black Friday sales. With the help of one-touch technology, all you need is your credit card and a phone to take a virtual shopping trip.

So what were the hot trends and juicy discounts of Black Friday sales in 2024? Let’s take a quick recap before bidding this year farewell.

Key Performance Metrics

It is no secret that the shopping and e-commerce industry has truly made millions from the blessing of Black Friday sales, both in stores and online. Every year, the Black Friday fiasco takes the world by storm but in 2024, some shocking metrics were observed. Some of these are enlisted below:

  • Online sales exceed $12 billion
  • 55% of all online purchases were made through mobile phones
  • On average, the value of an order was estimated at $300
  • 70% of US shoppers wait all year round for Black Friday to do shopping
  • The average spending per shopper was expected to be around $300
  • Over 50% of shoppers showed some positive response to interactive messages sent by brands

All in all, as compared to previous years, the total sales made during the Black Friday period amounted to $10.8 billion. This number is 10.2% greater than the sales in 2023, hence proving the popularity of Black Friday sales and how social media dominates it.  Diving into the holiday spirit, the one category that got listed at the top for the most purchases was toys and games for kids. This indicated that people with children and families are heavily dependent on these Black Friday sales to shower their loved ones with gifts and presents.

Consumer Behavior Insights

It’s no secret that online shopping has certainly made our lives ten times easier and more convenient and the aura of online shopping has now enveloped Black Friday sales as well. The popularity of online shopping in the US was already quite evident, especially from the percentage of 9.2% of shoppers who wait to go wild in online shopping during the Black Friday sales. But worldwide metrics have also proved a similar behavior among shoppers in Europe.

There has always been a myth regarding Europeans that they prefer to stick to old-school methodologies but the metrics of 2024 Black Friday sales have proven otherwise. In 2024, a 10% increase in online transactions was observed in Europe as compared to 2023. This proves that Europeans were also leaning into the online lifestyle, preferring to do holiday shopping from the comfort of their phone screens. Much like the US, the product category with the highest number of sales was also recorded in ‘Toys and Games’.

Following are a few ways through which brands and companies sway the spending behavior of consumers during the Black Friday era:

  • Offering excessive and exclusive discounts way before Black Friday
  • Building hype about Black Friday sales through teasers like ‘Something Big is Coming’
  • Channeling influencer marketing as a promoter for the brand by offering discount codes and coupons
  • Repetitive marketing on social media platforms and thus establishing a presence in the minds of consumers
  • Engaging pop-ups and interactive messages to target the consumers through a personalized approach

When we talk about marketing, social media takes the lead. Billboard or television advertisements have become statement pieces of the past. In the modern world of technology and innovation, where everything is just a click away, social media has all the dominance, and that goes for marketing as well! Think about it - you see a product that you have been thinking about buying for quite some time now. You see it on Instagram, TikTok, and even on YouTube. You see it once, you see it twice, and on seeing it the third time it seems like the universe is sending you some sort of message and you take no chances. ‘Order Away!’ becomes your mantra. That is the magic of social media marketing.

To crack the code of social media marketing, brands opt for influencers. They sign up deals with these influencers way before the Black Friday period sets in so they can build the hype about their discounts and promotions. The influencers then start teasing the brand with fun teasers like ‘Guess what’s coming’ which keeps the users on toes. And then, just in time for Black Friday, they unveil the big finnale - the Black Friday discounts. This strategy works every time; building hype and converting it into a shopping pattern.

Influencer marketing is not the only trick that brands keep in their magic hats, they also have a bag of other handy tips and tricks. For instance, using hashtags. Hashtags are a proven way of building hype and creating a brand’s presence. They encourage customers to become the ambassadors of the brands by utilizing hashtags, hence starting the chain of free marketing! Some other tips brands tend to rely on for social media marketing are listed below:

  • Run pre-Black Friday sales giveaways
  • Offer early bird discounts
  • Create interactive content that engages the consumer
  • Implement a cohesive strategy overall social media platforms

What to Expect in 2025

Enough about the past. The new year has dawned upon us and that means moving on to bigger and better things. The shopping experience is not becoming nonexistent in 2025 rather it's becoming even more streamlined and evolved. Is it better than 2024? It is paving a smoother road towards new billions? Let’s see what the 2025 shopping forecast has to say.

The Rise of AI and Automation

It’s the era of AI and we are all here for it! From home assistants like Alexa to smartphone helpers like Siri, AI is literally everywhere, you cannot escape it. So why not take advantage of it? The shopping and e-commerce industry is not far behind in the AI trend, rather it's keeping up with it. A simple example would be how you think of a product or service and it magically appears on your phone. A conspiracy? Not at all! It’s all the magic of AI. If you can think it then you can surely achieve it and that is what AI is all about.

In the shopping industry, AI has completely revolutionized the shopping experience for both the brands and the consumers. For consumers, AI has now launched chatbots and AI-powered recommendations that enable consumers to make an informed decision regarding their purchase. As for the brands, AI promises automation. With the help of AI tools, brands and companies are able to automate their sales purchase operating systems and keep everything aligned with the ongoing buzz. Some other ways through which AI has revolutionized the world of shopping are listed below:

  • AI-powered shopping assistants and chatbots (virtual and non-virtual)
  • AI product recommendations based on the users’ preferences
  • Virtual styling options for the users on the websites of the brands
  • Influencer marketing
  • Voice commerce and voice-activated shopping experience

Be it logistics or simple shopping, AI has certainly made the lives of both brands and customers much simpler.

Sustainability and Ethical Consumerism

Pretty much like everything else in the world, online shopping experience and e-commerce also comes with its fair share of ethical considerations. With climate deterioration on the rise, the general worldwide trend is inclined towards sustainability be it in business, in construction, in economy, or even in shopping. When it comes to sustainability in shopping, it is forecasted that this trend will probably dominate the shopping industry in 2025. Nowadays, 1 in every 5 consumers is demanding eco-friendly products made entirely from natural ingredients and having an organic nature. With the ‘Go Green’ slogan stamped on every brand, they can achieve both monetary and environmental benefits by just making a simple change. It is crucial to mention here the strong inclination that consumers are now exhibiting towards sustainable brands.

On the topic of sustainability and ethical consumerism, it becomes evident to mention the rising popularity of recycled goods and products. Many retailers are establishing themselves in the shopping industry by simply starting a resale business. Thrift stores are prime examples in this domain, how they are not only reselling the products but are also imprinting their name on the hearts of consumers searching for sustainability.

The Future of Omnichannel Shopping

What is the one thing that sets apart the brand from its competitors? The answer is simple - seamless purchasing operation. With hundreds of brands existing in a singular niche, it becomes almost impossible for a brand or company to stand out from the rest, especially in the sea of big sharks. This is where their strong customer support and seamless purchasing action give them an edge. Consumers nowadays are continuously on the hunt for brands that can not only give them the product they want but also make the entire process highly streamlined and smooth. From landing on the page of the brand to moving towards their website, to placing and receiving an order, everything needs to be highly aligned!

This approach is called omnichannel shopping which refers to a ‘complete’ shopping experience without any loopholes. It ensures smooth app to website integration and promises a unified experience to all users. The omnichannel shopping experience is the secret ingredient that every brand needs to set itself apart from the rest of the competitive market. It is no doubt that in 2025, you’ll see tons of brands competing with one another on the grounds of omnichannel shopping.

Apart from a much more streamlined shopping experience, another popular AI aspect that is said to dominate 2025 is the introduction of VR and AR in the shopping industry. A prime example of this case would be Virtual Reality mirrors. In 2025, most shopping stores are expected to equip their changing rooms with these VR mirrors that allow the users to vire themselves in different clothing items without even changing!

Conclusion

Now that we’re stepping into 2025, we can say without a doubt that the 10.2% figure is bound to increase. Sales are expected to escalate and so are the shopping patterns and trends of consumers. What brands need to understand is to take full advantage of their social media power to set an impression on consumers. Social media is the key here, and if you couple social media prowess with AI magic, then the only limit is your imagination!

We hope you found this article helpful. Stay tuned for more!