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Black Friday remains one of the most anticipated peak events in the e-commerce world each year. The 2024 data revealed that brands achieved success not only through major discounts but also through strong data management, category planning, and optimized user experience. At Marker Groupe, we analyzed the 2024 performance results and compiled strategic insights that will guide your 2025 campaigns.
1. Market Overview
In 2024, online sales in the U.S. surpassed $10.8 billion on Black Friday — setting a new record. While overall retail grew by 3.4%, physical store sales remained limited. Across Europe, order traffic reached tens of thousands per minute, with some retailers handling up to 11 orders per second.
These results confirm that Black Friday continues to stand as the single biggest shopping day of the year.
2. Category Dynamics
Categories such as electronics and toys saw discounts averaging 27–28%, driving sales volume to its peak.
In fashion, discounts around 22% boosted traffic but increased return rates.
For high-ticket items like TVs and home appliances, 24% discounts combined with transparent stock and delivery information significantly increased conversion rates.
3. Channel Behavio
Online channels clearly outperformed physical retail. Mobile transactions surged, driven by smooth UX and payment flow. Features like mobile optimization, one-page checkout, and guest purchase options gave brands a visible advantage in conversion performance.
8 Strategies to Prepare for Black Friday 2025
1. Plan Discounts by Category
Target the ideal discount range that drives action:
- Electronics & Toys: 25–30%
- Fashion: 20–25%
Test and optimize discount depth per category to maximize results.
2. Focus on Peak Hours
Sales volume peaks between 8:00–10:00 PM. Launch “mini-campaign waves” during these hours using push notifications, emails, and short-term flash deals to create real-time surges.
3. Strengthen Mobile Experience
Over half of all traffic now comes from mobile devices. Ensure fast-loading pages, single-step checkout, and secure card storage to improve conversion rates.
4. Transparency in Stock & Delivery
Show users real-time stock levels, estimated delivery times, and shipping fees upfront. For higher-priced products, this transparency accelerates purchase decisions.
5. Reinforce Infrastructure Reliability
Heavy traffic can push websites to their limits. Test server capacity, databases, and payment systems ahead of time. Run performance simulations before the campaign to ensure zero downtime and fast response speed — key factors in preventing sales loss.
6. Protect Profitability with Return Management
Return rates are high in fashion and accessories. Use size guides, AR/VR try-on tools, and easy-return policies to maintain satisfaction while keeping profit margins stable.
7. Real-Time Optimization
Monitor data every 15–30 minutes during the campaign. Track conversion rates, ad spend, and inventory changes to make instant adjustments in bids and creatives.
8. Offer Localized Experiences
Price sensitivity remains high in Turkey and regional markets. Use free-shipping thresholds, installment/BNPL options, and local payment methods to increase user trust and engagement.
The 2024 Black Friday results proved that the winning brands were not those offering the deepest discounts — but those that struck the right balance between user experience, data intelligence, and operational speed.
As we move into 2025, data-driven planning, strong technical infrastructure, and localized communication will be the core pillars of sustainable e-commerce growth.
At Marker Groupe, we tailor these strategies to your brand — helping you achieve lasting performance in every campaign.
To learn more about Marker Groupe’s development services, visit MarkerGroupe.com or reach out to us via hello@markergroupe.com.
