Black Friday and Cyber Monday once again broke records and showed just how important online shopping has become – especially on Amazon. From massive sales numbers to changing shopping habits, here’s a look at what happened and what it means for the future of ecommerce.
Record-Breaking Sales
This year’s Black Friday and Cyber Monday were bigger than ever. Shoppers spent over $20 billion online during these two days – a 15% increase from last year.
While Amazon typically doesn’t release sales figures, the company announced in a press release that November 21 through December 2 was its biggest holiday shopping event compared to the same 12-day period ending on Cyber Monday in prior years.
Some of the best-performing categories included electronics, toys, and home goods. Gaming consoles, smart home gadgets, and holiday gifts flew off the (virtual) shelves, showing how much people are willing to spend to snag great deals.
How People Shopped in 2024
Customer shopping habits are changing, and this year was no different. Here are a few trends that stood out, as reported by Adobe Analytics:
Mobile Shopping Took Over
More than 60% of online purchases were made on phones or tablets. Amazon’s easy-to-use app made it simple for customers to find deals and check out quickly.
Holiday Shopping Started Early Again
Many people didn’t wait for Black Friday to shop. Amazon’s early “Holiday Deals” gave customers a head start, and many jumped at the chance to avoid last-minute stress. However, holiday spending increased each week leading up to Cyber Monday.
Buy Now, Pay Later Continued to Grow in Popularity
Shoppers loved flexible payment options like “Buy Now, Pay Later,” especially for big-ticket items like TVs and laptops. This trend helped people spread out their holiday budgets.
Peak Discounts on Black Friday and Cyber Monday
Brands offered the steepest discounts across categories like electronics, toys, and apparel during Black Friday and Cyber Monday, encouraging some shoppers to wait until the big days to make their purchases.
Amazon’s Role in the Holiday Rush
Amazon once again dominated Black Friday and Cyber Monday, showcasing why it’s the go-to destination for holiday shoppers. The company’s advanced technology, effective promotional tools, and focus on customer experience created a seamless shopping journey that drove record sales.
One of the biggest reasons for Amazon’s success is its promotional tools for brands. Best Deals offered major discounts on popular products, which led to higher conversions. Brand Tailored Promotions were an effective way to offer special deals to specific groups of customers, making the shopping experience feel personal. Lightning Deals added urgency, giving shoppers a short window to grab the best offers.
Amazon’s emphasis on customer engagement extended to its ecosystem of advertising tools. Sponsored Products and Sponsored Brands ads helped brands increase product discoverability during the high-traffic shopping days. Combined with Coupons, which offered immediate savings, these tools provided a powerful way to attract and convert shoppers during a highly competitive event.
Beyond deals and ads, Amazon used its advanced technology to keep shoppers engaged. Personalized recommendations, voice shopping with Alexa, and real-time deal alerts made finding the perfect gift faster and easier. Popular categories like electronics, toys, and apparel saw the biggest discounts, and customers responded in a big way.
By combining smart marketing tools with an easy and engaging shopping experience, Amazon showed why it continues to lead the ecommerce world. Brands that used these tools had a huge opportunity to reach more customers and boost sales during one of the busiest shopping events of the year.
What Changed Since Last Year?
The 2024 shopping season brought some noticeable changes compared to 2023. Shoppers spent more on average this year, even with concerns about rising prices. Deeper discounts, flexible payment options, and a strong desire to secure popular items helped boost confidence – especially for higher-priced products.
In terms of what people bought, traditional favorites like electronics and toys remained top performers. However, there was a growing interest in health and wellness products and sustainable options, reflecting a shift in consumer priorities. Many shoppers are now factoring in self-care and environmental impact when making their purchases.
Retailers also adapted their strategies to stand out in a competitive market. Creative campaigns, such as livestream shopping events and limited-time promotions, grabbed attention and drove sales. Amazon leveraged these tactics to maintain its edge, proving that staying innovative is key to keeping customers engaged.
This evolution in shopping behavior and marketing approaches shows how quickly the ecommerce landscape is changing. Brands that keep up with these shifts are more likely to thrive in future holiday seasons.
What’s Next for Online Shopping?
The trends we saw this holiday season are shaping the future of ecommerce in exciting ways. Social media platforms like TikTok and Instagram are becoming powerful shopping tools, making it easier for consumers to discover deals and shop directly from their feeds. Amazon and other retailers are also tapping into these channels, exploring new ways to connect with shoppers.
Sustainability is another area gaining traction. Shoppers are increasingly prioritizing eco-friendly options, seeking products with sustainable packaging or brands that offer carbon-neutral shipping. This shift shows that environmental consciousness is influencing buying decisions more than ever before. Learn more about how brands can align with Amazon’s green initiatives.
Finally, artificial intelligence is continuing to transform online shopping. AI-powered tools are making shopping experiences smarter and faster, from personalized recommendations to improved inventory management and customer service. Amazon and other ecommerce platforms are heavily investing in these technologies, setting the stage for even more innovation in 2025.
These changes highlight how dynamic the ecommerce landscape has become, offering brands new opportunities to grow by aligning with evolving consumer expectations. Staying ahead of these trends will be key to long-term success.
Channel Key Takeaway:
Black Friday and Cyber Monday have come and gone, but the holiday shopping season is far from over. For brands, now is the time to capitalize on the sales momentum and keep engaging customers through December.
To keep the momentum going, focus on a few key strategies. First, maintain a strong promotional calendar. Customers are still looking for deals, especially as they shop for last-minute gifts. Offering targeted discounts or exclusive bundles can keep shoppers coming back.
Second, make sure your inventory and logistics are ready for the ongoing demand. Fast and reliable delivery is still a top priority for customers, especially as the holidays approach. Finally, leverage data from Black Friday and Cyber Monday to fine-tune your strategy. Use insights about what sold well, who your customers are, and how they shop to improve your messaging, ad targeting, and product offerings.
By staying proactive and responsive to shopper needs, you can finish the year strong and set the stage for even greater success in the new year. On behalf of all of us at Channel Key, we wish you the greatest success with your Amazon business in 2025 and beyond!
