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Black Friday Sales: 64% New Buyers, 80% Mobile Transactions

Black Friday

Sixty four percent (64%) of digital shoppers were new to retailers this Black Friday, according to new insights from Bluecore. The retail technology company reports that despite this influx of new customers, many retailers were focused on bringing back past customers and previously identified shoppers. Retailers now know who 30% of all their shoppers are (up from approximately 20% last year). And retailers that focused their efforts on getting existing shoppers to shop again were, for the most part, those that saw an increase in order values–some by as much as 10%. An overwhelming amount of Black Friday activity–up to 85% for Footwear retailers–took place on mobile. The complete report is available here.

For the seventh year in a row, Bluecore looked at shoppers’ Black Friday shopping patterns and purchases, across 150 retail brands in seven retail categories: Apparel (51), Footwear (35), Sports & Hobbies (20), Home (12), Jewelry & Accessories (13), Health & Beauty (10) and Department Stores (9). The result is a comprehensive look at retailers’ 2024 Black Friday performance and how it compares to Black Friday 2023.

Bluecore analyzed 251 million shopper events on brands’ ecommerce sites, including completed sale transactions and moments that retailers’ were able to transform into purchases (wishlists, abandoned carts, abandoned searches, new arrivals, replenished inventory and more). The resulting data was derived from 52 million first-party cookies, 3.7 million orders and $504 million in total sales.

Key Finding from Bluecore’s Black Friday 2024 Report, Include:

“This year’s data shows significant growth in mobile shoppers, as well as efforts by retailers to get existing shoppers to shop again,” said Jason Grunberg, CMO of Bluecore. “We can see in the numbers that this approach makes more business sense than strategies that solely focus on customer acquisition. For the most part, retailers that prioritized their known shoppers and existing customers were those that saw an increase in order values. Considering the skyrocketing costs of new customer acquisition, retailers who can identify shoppers and turn one-time buyers into repeat customers will ultimately spend less to make more. And now they have 64% more customers they can target with this goal in mind.”

Bluecore’s advanced, AI-driven platform empowers retailers to launch completely personalized communications at scale by curating email, ecommerce, and paid media shopping experiences to each shopper’s individual and nuanced interaction with their brand, predicting their next steps. The company incorporates a deep understanding of shoppers’ ever-shifting behaviors with a comprehensive view of retailers’ live product catalogs for an integrated approach that delivers precision messages to shoppers when they are most likely to buy, no matter where they are. The world’s leading retailers, including Tapestry, Express, Teleflora, Alo Yoga, and Lulu and Georgia trust Bluecore to quickly turn their data into revenue-generating campaigns.

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