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As an eCommerce brand, the Black Friday and Cyber Monday (BFCM) weekend is your best time to skyrocket sales and create unforgettable customer experiences that turn shoppers into loyal and raving fans.
It can also be an anxiety-inducing weekend packed with overwhelm and stress. Don't worry—we're here to help make the Black Friday and Cyber Monday weekend your best yet. In this two-part series, we'll:
- Break down consumer shopping trends so you align your strategies to customer preferences and get the most out of new and existing customers
- Share actionable eCommerce marketing strategies you can roll out this November to grow revenue, build your fanbase, and get rid of the stress
First up? Holiday shopping trends.
2024 consumer shopping trends
So we're exploring current consumer shopping trends. Understanding how your customers shop and what they expect from you will help you design a great digital customer experience. PwC's survey highlights why that matters:
- Nearly three out of four consumers cite customer experience as an important factor in buying decisions
- 32% of consumers will leave you after a single bad experience
- 65% consider a positive experience more influential than advertising
Let's take a look at the seven holiday shopping trends to look out for (and how you can apply them to your Black Friday and Cyber Monday eCommerce marketing strategies this year).
1. Consumers expect connected “phygital” experiences
A relatively new term, phygital explains a trend that's been on the rise for a few years: consumers moving fluidly between your brand's physical and digital shopping experiences.
Because the physical and digital shopping experiences have merged, more and more consumers are experiencing your brands holistically. What does that mean for you?
You need to create a consistent brand experience across all channels.
It could look like giving customers the option to shop online and pick up orders in-store or enabling digital wallets at self-serve kiosks.
No physical store? You can still create memorable brand experiences across your email list, eComm store, social channels, and partnerships.
2. Sustainability remains king among consumers
A 2023 survey from Tata Consultancy Services found that 86% of those surveyed think it's at least somewhat important that an item's sustainably made. But what's more telling is—across all generations—the majority said they've paid more for sustainable and responsibly-made products.
These stats reflect the environmental movement and a strong desire to preserve the earth's resources (led largely by Millennials and Gen Z). Another study confirms this, with 85% saying they've shifted their buying habits toward sustainability.
If you follow sustainable practices, like using eco-friendly and recyclable packaging, let your customers know. Talk about it on social media and your website to bring in conscious customers who want to support sustainable brands.
Pro tip: Leverage software like EcoCart to calculate your customers' carbon footprints and give them the option to offset it.
3. Shopping is increasingly social
Social media and social commerce are nothing new. But the way the latter has evolved is changing how consumers experience brands and buy products—namely, on social media:
- 47% of US consumers have bought something through social media
- 39% would do it again
- 46% have purchased a product through a livestream event and would do it again
But it's not just that. Consumers often discover, and buy, new products or brands from influencers they follow on social media—over 25 billion watched unboxing videos on YouTube in 2023.
The rise of the influencer has been a game-changer for both small eCommerce brands and big box stores. Consumers want to buy from companies they trust, and the influencer acts as a bridge between brands and consumers.
While relying solely on influencers won't get you far, creating a solid brand presence on social media can change everything, says Irina Volfson, Creative Director & Innovations Consultant at Magnatist Consulting.
She suggests building your brand identity on social, even if it's not perfect. Social media helps you stand out from the hundreds of other companies offering similar products. Leverage behind-the-scenes videos, showcase your brand personality, and create a cohesive brand online.
4. Personalization is the new standard
Companies can collect more data than ever through lead magnets, forms, surveys, feedback, and more. Customers know this. While data privacy is a concern, they expect you to use that data to personalize their experience. A few ways to do that:
- Tailored offers
- Relevant communication (segment emails to get the right message to the right people)
- Birthday discounts
- On-point product recommendations
- Mobile-first marketing strategies for mobile shoppers
Personalization isn't just a fluffy marketing term. 3radical's 2022 Consumer Survey Report found that 42% of respondents would be less inclined to shop with brands that don't personalize communication.
If you're going to collect data, use it to create a tailored customer experience. Here's how you can embrace personalization (these tips will help):
- Gather as much data as possible (ethically) on customer preferences, purchase history, and buying habits
- Track which devices and channels your customers use most and build experiences around them
- Use customer data to make product recommendations
Keep in mind that personalization is more than just using someone's name—it's their entire experience with your brand.
5. Convenience is crucial
The smartphone changed everything—including how we shop. We can order food, grab an Uber, and buy anything from clothing to windshield wipers from our phones in seconds. This instant access has driven a need for convenience.
A report from The National Retail Federation (NRF) found that convenience is a must-have for consumers, with nearly 100% of shoppers canceling a transaction because it was inconvenient. And 93% are more likely to shop with a retailer based on convenience.
So, here's how you can make sure you're making it as convenient as possible to shop with you this Black Friday and Cyber Monday:
- Make sure your website loads quickly and you've optimized for mobile shopping—mobile commerce will be big. And it makes shopping on their phones more convenient for the 50%+ Americans who consider themselves “mobile phone addicts.”
- Add AI-powered chatbots that can answer questions instantly and reduce your customer service team's workload.
- Allow customers to pay their way, whether it's with a credit card, PayPal, or Apple and Google Pay.
- Create an express checkout option or one-click pay using tools like Shop Pay.
6. Fast and free shipping might be a deciding factor
You already know convenience is paramount, and fast and free shipping is just another part of making it convenient to shop with you. And thanks to Amazon Prime's same-day and 2-day shipping options, customers expect you to ship their products quickly.
The caveat? If customers have to choose between fast or free shipping, they'd opt for free—three-quarters of American consumers said it's one of the most important factors in where they shop online.
Multiple reports and research have shown that consumers value fast and free shipping... and they're willing to spend more to get it. They'll also drop you if you don't offer either:
- More than 80% of consumers are more likely to complete their order if delivery is free
- 47% of online shoppers will spend the minimum required to qualify for free shipping while 42% will join your loyalty program to get free shipping
- Half of consumers have abandoned carts due to shipping or delivery options
Want to offer free shipping without dragging down profits? Use psychology. We don't like hidden fees, but love the word "FREE." That doesn't mean you can't account for shipping in your prices. A $10 product with $2 shipping is the same as a $12 product with free shipping (Drake knows!).
7. Consumers want shopping—and checking out—to be effortless
Yet another facet of convenience, a seamless checkout experience has quickly become the norm for online shoppers. It typically looks something like:
- Offering a "Buy now, pay later" option through Klarna or Afterpay
- Accepting traditional and newer methods of payment, like digital wallets and Apple Pay
- Storing billing and shipping information for a faster checkout next time
Want to do more than the standard? Consider making post-purchase account setup a breeze by auto-populating the fields with information from the checkout page, like name and address.
Remember, it's about creating a frictionless process, so your customers have no reason to not click, "Check out."
Leveraging consumer shopping trends to grow sales
You know what customers want and expect from their online shopping experience. You know you've got an awesome product to sell.
Black Friday and Cyber Monday don't have to be stressful or a bust. Use these insights to design a convenient, customer-focused brand experience on- and offline. Then use the strategies we're dropping in the next blog to have your best-ever BFCM.
You've got this!
