Consumer Reactions to 2024 Black Friday [+ Holiday Marketing Tips]

In recent years, Black Friday campaigns have seen a broad spectrum of consumer responses, and this year is no different. Understanding how people reacted to Black Friday promotions in 2024 offers valuable insights into holiday marketing strategies. As we explore the dynamics of consumer behavior and share holiday marketing tips, you’ll find opportunities to enhance your campaign’s impact and success.

Whether shopping online or visiting stores, people and marketers experience a powerful impact from Black Friday’s shopping frenzy. To pinpoint these responses, HubSpot conducted a survey with over 250 individuals, revealing unique insights into Black Friday and Cyber Monday shopper and brand interactions this year.

Interestingly, the survey showed a clear shift in shopping behaviors compared to two years ago. The Black Friday 2024 survey gathered 250 responses, contrasted with the 2022 survey’s 325. Let’s dive into what has changed and how you can leverage these findings with creative holiday marketing tips for 2025.

Insights into Consumer Behavior and Black Friday Campaigns 2024

The days between Thanksgiving and Cyber Monday are pivotal for retailers, offering unparalleled opportunities. Here are some fast facts to paint the picture:

• $235: Typical spending on holiday gifts during Thanksgiving weekend (National Retail Federation).
• $925: Anticipated average holiday season expenditure by Americans in 2024 (NerdWallet).
• 197 million: U.S. shoppers who made purchases between Thanksgiving and Cyber Monday 2024 (National Retail Federation).
• $13.3 billion: Amount spent by U.S. consumers on Cyber Monday 2024 (Adobe Analytics).
• 1950%: Increase in online retail traffic from 2023 to 2024 (Adobe Analytics).

Here’s a closer look at what we discovered about Black Friday 2024 shoppers:

The Evolution of Shoppers: Browsing Without Buying

Many consumers became ‘virtual window shoppers,’ with an equal percentage (34%) either buying after viewing an ad or clicking without purchasing, up from 27% in 2022. This indicates that people are scrutinizing deals more meticulously, as passive bargain hunters rise.

The Dominance of Digital Ads and Social Media’s Role

Online ads surged ahead, leaving social media ads, which were equally competitive in 2022, slightly behind. Several factors, such as improved online ad effectiveness and AI-enhanced personalization, contributed to this change. Keep in mind, social platforms like Facebook and Instagram continue to be essential in reaching younger demographics.

Decreased Foot Traffic in Stores

Store visits declined, with a drop from 39% in 2022 to 29% in 2024. Cold weather contributed, but so did the allure of online convenience. Retailers may need to provide compelling reasons for in-store visits as comfort shopping reigns.

Refining Black Friday Ad Strategies

Advertising in the Digital Realm

Focus on targeting through digital ads, which show increased engagement. Employ advanced tools to segment and tap into your audience’s interests effectively, ensuring your ad strategy remains fruitful.

Capturing the Attention of Passive Shoppers

Address the challenge of capturing undecided shoppers by crafting enticing offers that draw clicks. More consumers are allowing deals to come to them, so stand out with irresistible value propositions.

Ultimately, as you approach future Black Friday campaigns, the key lies in learning from consumer reactions this year. By placing customers and their needs at the heart of your marketing endeavors, you can craft strategies that resonate and deliver results. Click Here For More Marketing tips and strategies.

Editor’s note: This post was updated for comprehensiveness based on new insights from December 2024.