As 2024 comes to a close, US retail sales are expected to experience a significant increase, driven by holiday shoppers embracing both in-store and online purchases. Retail brands are preparing to take advantage of this incredible shopping week. According to Adobe, in 2023, more than half of U.S. online purchases from November 1 to December 25 came from mobile devices, accounting for approximately $113.5 billion. This year, mobile will represent 54% of holiday ecommerce sales. Retailers expect 30% more promotions on Black Friday and Thanksgiving compared to last year, while Cyber Week deals should remain similar to 2023 levels, despite a shorter holiday season.
Retailers may adjust their strategies with additional offers, like shipping discounts or BOGO deals, to boost December sales, allowing for flexibility in response to market conditions. Let’s explore strategies that drive revenue and resonate with consumers on a deeper level.
The Power of Personalization
Personalization is a must in ecommerce, not a want-to-have. Data shows that 75% of shoppers are willing to spend more on customized online shopping events. This shift underscores a clear opportunity for marketers to capture attention by delivering highly relevant content. To succeed, brands must focus on personalized messaging through targeted ads, while leveraging loyalty programs to collect valuable first-party data and refine their strategies. Social commerce also plays a critical role, enabling real-time engagement and further deepening the connection with shoppers. Brands prioritizing personalization can build stronger customer loyalty and long-term business growth.
JCPenney went beyond the typical Black Friday by creating “GiftBot” an innovative tool that provides personalized gift recommendations based on shoppers’ preferences, budget and product ratings. By utilizing Facebook and Instagram click-to-message ads, the brand enabled one-on-one conversations with customers, while push notifications highlighted holiday sales, making JCPenney the first of Meta’s retail partners to do so.
Discounts in Holiday Shopping
Shoppers are looking for the best deals and actively seeking discounts. To stay competitive, retailers are expected to increase promotional offers. Salesforce predicts global discount rates will reach 19% in October, rising to 29% during Cyber Week. By creating urgency with time-sensitive discounts, retailers can motivate consumers to make purchases earlier in the holiday season.
For Glossier customers, Black Friday is particularly special, as it represents the only opportunity each year to purchase their beauty products at a discounted price. With its campaign titled “Only Sale of the Year,” Glossier creates a sense of urgency and exclusivity, compelling shoppers to act quickly and seize the opportunity.
Engagement Through a Multichannel Approach
To effectively engage consumers, it’s crucial to adopt a multichannel, multi-device and multiplatform strategy. Users typically do not start and finish their shopping on the same platform or device, making it essential to connect with them at various touchpoints throughout their buying journey. Campaigns need to be customized for each platform to maximize their effectiveness. By meeting your audience where they are, you can enhance their shopping experience and drive better results across all channels.
To attract shoppers to their brick-and-mortar locations, Walmart partnered with rising pop star JVKE to create a catchy Black Friday jingle. The brand encouraged fans and various online creators to engage with the jingle by singing along and showcasing their creativity. This innovative approach not only drove traffic to Walmart’s stores but also raised engagement on their social media channel.
Success Through Sustainable Practices
Consumers, especially Gen Z, have made it clear that sustainability and environmental responsibility are an important factor of their shopping choices. Emphasizing the sustainability efforts that your brand has in place can enhance brand loyalty and reputation. Sustainable practices can also lead to cost savings through improved efficiency and reduced waste. By integrating sustainability into yourstrategies, your brand can stand out in a competitive market while positively impacting the environment.
During Black Friday, Patagonia launched a “Black Friday needs a fix” landing page, where they encourage people to buy used, trade-in or repair what they own. If new purchases are necessary, Patagonia advocates for choosing high-quality, durable gear. Additionally, they invite people to support environmental causes through Patagonia Action Works. The campaign emphasized the importance of mindful consumption in a market often driven by materialism.
