What Black Friday 2024 will look like, according to Shopify

With Black Friday 2024 just around the corner, businesses are preparing to tackle one of the most anticipated events of the year.

‍Shopify has shared some strategic forecasts to help businesses maximize sales during this hectic weekend. With the ongoing boom in online shopping and the growing role of mobile devices, market dynamics are rapidly changing.

Each year, Black Friday represents not only an opportunity to boost revenue but also a challenge to test the effectiveness of business strategies‍

Being ready to offer a smooth and fast shopping experience is key to seizing opportunities and overcoming the challenges of this event.

Online sales growth: some data

In 2023, 72% of purchases during Black Friday were made through mobile devices, far surpassing desktop sales.

This trend is expected to continue, with growing attention on mobile optimization for websites. For businesses, this means investing in a mobile-first shopping experience, ensuring a seamless and frictionless purchase process.

The Importance of a fast checkout

Conversion rates are one of the key indicators of success. Shopify found that Shop Pay checkout increases conversions by up to 50% compared to traditional payment methods, and that checkout speed significantly impacts sales.

Therefore, simplifying the purchase process by offering options like Shop Pay, Apple Pay, and Google Pay is essential to reduce friction and speed up the process.

The inevitable rise of "Buy Now, Pay Later"

In 2024, Buy Now, Pay Later (BNPL) payment options will continue to gain popularity.

‍35% of consumers have already used services like Afterpay, Affirm, and Klarna. Shopify offers an integrated solution, Shop Pay Installments, which can reduce cart abandonment by up to 28% and increase average order value by 50%.

The power of email marketing and personalization

To capitalize on the surge of traffic, email marketing remains one of the most powerful strategies. Businesses should start preparing their email campaigns well in advance, personalizing messages based on customers’ past purchases.

Shopify also suggests leveraging automation to send “warm-up” emails, teasing the upcoming sales and offers before the official start.

Optimizing Logistics and Customer Support

With the high volume of orders during Black Friday, logistics becomes crucial.

‍Optimizing fulfillment workflows is essential to ensure orders are processed quickly and efficiently. Shopify recommends grouping orders by priority (such as urgent shipping) and being prepared for unforeseen circumstances, such as shipping delays.

dditionally, a quick and personalized customer service is key to retaining customers and managing any post-purchase issues.

Going international for Black Friday

In recent years, Black Friday has become a global event, with countries like the UK, Australia, and Germany seeing a significant increase in sales.

Shopify advises businesses to prepare their online stores for international sales by offering customized experiences based on language, currency, and local payment methods.

Yes: social media are still crucial

Social media also plays a crucial role in Black Friday marketing strategies. Instagram and Facebook continue to be primary channels for acquiring new customers and retaining existing ones.

Using targeted ads to promote special offers or new products can significantly boost sales.

Black Friday 2024: what to expect, at a glance

The predictions for Black Friday 2024 suggest that, for businesses, it will be a unique opportunity for growth—but only if they can quickly adapt to new consumer expectations.

Optimizing the mobile experience, simplifying the checkout process, offering flexible payment solutions, and preparing for impeccable customer service are just some of the keys to stand out in an increasingly competitive market.

With the right strategies, Black Friday can become not just an annual sales event, but a long-term growth opportunity.

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Data source: Shopify. You can find a complete checklist here.