Black Friday & Cyber Monday 2024: Lessons Learned and How to Crush It in 2025

Black Friday 2024: What Went Down

1. In-Store Shopping’s Back, But It’s Different

Brick-and-mortar didn’t just survive—it thrived. But here’s the twist: people aren’t showing up to browse. They’re looking for experiences. Shoppers wanted immersive displays, live demos, and all the holiday vibes—not just shelves of stuff.

• 2025 Move: Make your store an event. Think photo ops, product testing, and exclusive in-store offers. Make it a destination, not just a transaction. Think Nicki Minaji’s stylish nails pop-up.

2. Customers Want Value, Not Just Discounts

Slapping “50% OFF” on everything? Meh. Shoppers in 2024 gravitated toward curated bundles, exclusive products, and promotions that felt thoughtful.

• 2025 Move: Skip the race to the bottom. Offer “gifting bundles” or limited-edition items to create excitement.

3. Early Birds Stole the Show

Black Friday isn’t just a day anymore—it’s the whole month. Shoppers were cashing in on “early access” deals by mid-November, leaving the procrastinators with scraps.

• 2025 Move: Spread your campaign out. Launch early-bird deals, tease flash sales, and save your biggest offers for the Black Friday finale. Try using the new Shop Campaigns in Shopify, now open to everyone.

4. Social Media Was the MVP

TikTok and Instagram weren’t just platforms—they were checkout lines. Shoppable posts, influencer collabs, and viral campaigns turned likes into sales.

• 2025 Move: Invest in TikTok-specific content and partner with influencers who get your niche. Make your posts clickable, shoppable, and unmissable.

5. Sustainability = Sales

Eco-conscious shoppers showed up strong in 2024. Brands that offered sustainable packaging or promoted “green” initiatives saw higher engagement—and trust.

• 2025 Move: Show off your eco-side. Highlight sustainable packaging, ethical sourcing, or carbon-neutral shipping in your campaigns.

Cyber Monday 2024: Digital Domination

1. Speed Matters—Everywhere

Fast shipping, fast websites, fast decisions. Cyber Monday shoppers wanted instant gratification, and brands that dragged their feet (or their load times) paid the price.

• 2025 Move: Optimize your site for mobile, and make sure your fastest shipping options are front and center.

2. Mobile First, Always

Over 70% of Cyber Monday sales happened on phones. Clunky mobile sites? Hard pass. Smooth, seamless mobile shopping? That’s where the money’s at.

• 2025 Move: Test your mobile experience like your sales depend on it—because they do. Keep checkout simple and lightning fast.

3. Emails Still Slap

Your inbox was probably full of “Cyber Monday Exclusive!” emails, right? That’s because they work. Targeted, time-sensitive emails drove massive traffic and sales.

• 2025 Move: Personalize your emails. Segment your list and send tailored offers with countdown timers to boost urgency.

4. Personalized Recs Are a Cheat Code

Shoppers ate up AI-driven recommendations this year, adding suggested items to their carts like it was nothing.

• 2025 Move: Use tools that suggest products based on browsing or purchase history. It’s like being the thoughtful friend who knows exactly what they want.

5. Bigger Isn’t Always Better

The brands that focused on exclusivity—like limited-edition products or “Cyber Monday Only” launches—had the most buzz. Deep discounts alone didn’t cut it.

• 2025 Move: Create hype with exclusivity. Whether it’s a special collection or a one-day launch, make shoppers feel like they can’t miss it.

What to Do Differently in 2025

1. Plan Like a Pro
   Start your strategy in August. Lock in key products, map out your campaigns, and get your ads and creatives ready early.
2. Make It Omnichannel
   Tie your online and offline experiences together. Try “Buy Online, Pick Up In Store” (BOPIS), app-only discounts, and in-store events that complement your digital deals.
3. Social First, Always
   TikTok, Reels, and shoppable posts are where it’s at. Run flash sales on social platforms, create viral content, and let your audience shop directly from their feed.
4. Sustainability Isn’t Optional
   Show your audience that you care about the planet. Whether it’s eco-friendly packaging, a tree-planting initiative, or a carbon-offset program, weave sustainability into your strategy.
5. Think Beyond Discounts
   Free gifts, loyalty perks, and limited-edition items are the real MVPs. Shoppers want more than just a percentage off—they want something special.

Conclusion: Put on a Show on BFCM

Black Friday and Cyber Monday aren’t just sales—they’re a show. Give shoppers what they’re craving: exclusive offers, immersive experiences, and a reason to come back. Use 2024’s insights to fine-tune your 2025 game plan and make it your biggest year yet.

Let’s crush it!