The Black Friday fight each year has differences stemming from the social context and the change in customer behavior. Thus, as an eCommerce seller, you must be aware of Black Friday trends. Knowing these trends will help you map out your store’s best Black Friday strategies.
In this article, we will explore 7 interesting Black Friday trends:
1. ‘Black Friday Creep’ continuously develops;
2. Mobile sales will keep growing;
3. Buy now, pay later will thrive;
4. Personalized marketing is becoming more important;
5. Sustainability and ethical considerations are getting more attention;
6. Social media presence is still essential;
7. The TikTok phenomenon reshapes the holiday shopping experience.
Let’s get started!
A Look Back at Black Friday 2022
Before exploring the exciting Black Friday trends of 2023, let’s look back at the eCommerce industry’s exciting Black Friday season in 2022:
- According to Black Friday statistics compiled by Adobe Analytics, during Black Friday 2022, the eCommerce industry achieved online sales of $9.12 billion. Compared to 2021, this number has increased by 2.3%.
- After analyzing information from 5400 merchants across 60 countries during Black Friday 2022, the Criteo site found that online transactions increased 4.8% compared to the previous year.
- In the US, during Black Friday Cyber Monday 2022, online transactions have increased by 13% compared to 2021, particularly on best-selling platforms like Amazon, Etsy, Shopify, etc.
- APAC countries also witnessed the same trend when Singapore and Australia both had an increase in online transactions at 38% and 11% respectively.
- In Europe, although there is no direct data on annual online transaction growth during the Black Friday season, compared to previous months, Black Friday overall still has a significant increase in revenue.
Despite the rough economic situation and inflation that has exploded since mid-2022, the eCommerce industry’s Black Friday sales 2022 season is still fascinating and witnessing growth in most regions.
At the same time, this is also an opportunity for everyone to onlooker the rise of many Black Friday marketing ideas. It includes collaborating with TikTok influencers, going live on multiple social media channels, sharing a sneak peek, etc. So, in the next part, we will have Black Friday predictions regarding trends for 2023. Let’s see what’s new with Black Friday 2023 compared to 2022!
What Are 7 Black Friday Trends 2023?
We know that numerous individuals have already started seeking creative methods to expand and adapt in anticipation of the approaching Black Friday period. Therefore, we will present 7 trends for Black Friday 2023 as a means to assist all of you:
1. ‘Black Friday Creep’ continuously develops
For the novice in the eCommerce world, Black Friday Creep is a trend in which retailers will start offering Black Friday sales-style promotions earlier than the Black Friday season.
The time to start for Black Friday Creep is usually before or after Thanksgiving. Some brands start even earlier. Black Friday Creep was born to attract consumers to spend earlier. And, of course, that’s how businesses stimulate consumer demand to earn more profits and expand their market share during the Black Friday season.
However, some argue that Black Friday Creep leaves some negative consequences. As Black Friday-style deals appear sooner and later, it will likely become more difficult for users to plan their purchases. They will need to find out when is the best time to shop. On the other hand, it can lead to unfair competition between businesses.
Generally, despite critics and critics, Black Friday Creep is expected to continue to be a favored Black Friday marketing strategy by eCommerce businesses this year.
2. Mobile sales will keep growing
According to Black Friday eCommerce trends statistics made by Adobe, in 2022, the trend of shopping on smart mobile devices beholder is a strong development. Specifically, it increased by 51% compared to 2021. In fact, since Thanksgiving, shopping on mobile devices has increased quite significantly.
This trend is inevitable because shopping on mobile devices brings considerable convenience to consumers. You know, smartphones these days are an inseparable part of our lives. So, it is straightforward for you to access eCommerce platforms on your smartphone, pick your favorite items, add them to your cart, and pay in seconds.
From the numbers that speak with the above reasons, shopping on mobile devices obviously appears in Black Friday trends 2023 list. ECommerce sellers need to improve the user experience of their online stores. Making online stores relevant and easy to see and navigate on mobile devices is important. This helps customers have the best shopping experience instead of leaving because they don’t know how to buy.
3. Buy now, pay later will thrive
According to Adobe Analytics, during last year’s Black Friday season, the number of orders in the form of buy now, pay later increased significantly. Specifically, compared to a week before Black Friday week started, the number of orders in this form grew by 85%, and revenue rose by 88%.
Adobe supposed this model has become one of the new Black Friday trends due to the relatively unstable economic situation globally. Consumers have thus tried to manage their wallets by buying first and paying later.
As a business acumen, it would be a pity if you did not include buy now, pay later in the list of accepted payment methods in your online shop. Besides, eCommerce platforms and credit organizations significantly support small businesses in implementing this payment form.
4. Personalized marketing is becoming more important
- Statista in 2022 reported that among consumers who purchased something online in the past six months from various countries across the world, 89% of marketers see a positive ROI when they use personalization in their campaigns.
- Data from Slideshare notes that 80% of consumers are more likely to buy from a brand if they get the right experience for them from that brand.
- A personalized report by Yieldify also shows that 75% of customers say they want to spend money on goods from businesses that buy from brands that offer.
Well, more and more numbers prove the continuous development of personalized marketing. These numbers also partly explain why it should be a main part of your eCommerce strategies best practices.
Let me explain this presence in more detail. People run pre-planned Black Friday marketing ideas when Black Friday season kicks in. This means that there are too many discount options for customers. They’ll likely ignore your store if you don’t do anything impressive enough for them. Personalized marketing gives them the feeling that businesses care about their individual needs. So they will be impressed, and spending money on your brand will be easier.
At present, the two best tools to support personalized marketing are SMS and email. To understand more about the applications of these two tools in your Black Friday personalized marketing, you can refer to the guide:
- Black Friday email marketing guide and examples;
- How to create Black Friday SMS marketing strategy;
- Best examples of Black Friday email subject lines.
5. Sustainability and ethical considerations are getting more attention
In recent years, sustainability and ethical considerations have received more attention from consumers. And according to predictions, coming, it could be Black Friday trends in 2023 that any seller should not ignore. Let me tell you why.
As consumers become more conscious of their footprint impact on the environment and the social issues that result from their purchases, they tend to be more thoughtful. Even on Black Friday, a time when consumers used to shop freely, now they only choose the items they really need.
Furthermore, a study titled “UK: preference for ethical retailers, by age 2022” indicates the portion of British customers who are inclined to purchase from retailers with ethical values and brands that exhibit robust ethical and sustainable characteristics.
In preparation for an explosive Black Friday season, you should:
- Focus on sustainability and ethical considerations as part of your marketing strategy. It is vital to check out these Black Friday ideas related to this topic. For example, you can use a portion of the profits from the Black Friday season to contribute to sustainability funds.
- Choose eco-friendly gifts such as recycled jewelry and carbon offset credits,… if you intend to give gifts to customers during Black Friday.
6. Social media presence is still essential
Well, social media presence will be one of the major Black Friday eCommerce trends this year. This is predicted based on the statistics of the growing relationship between social media and Black Friday sales in 2022.
Specifically, social media platforms accounted for 12% of total traffic on mobile devices during Black Day Friday 2021, an increase of 22% compared to 2021. On the other hand, up to 65% of consumers plan to shop through the Internet during this holiday period,and 36% of them will use social networks to find deals.
There are many Black Friday social media campaigns that you can refer to, such as:
- Creating engaging content,
- Running contests and giveaways
- Partnering with influencers
- Using live streaming.
Each idea brings its effects and will suit different strategies and business contexts. However, they will all help your eCommerce business reach a wider audience.
7. The TikTok phenomenon reshapes the holiday shopping experience
More than just a general marketing trend, TikTok is part of Black Friday shopping trends 2023. TikTok has become a significant part of consumers’ path to purchase. Users spend 14% when TikTok is part of the buying process (according to Search Engine Journal). Also, based on a survey in January 2022, 71.2% of TikTok users said they shopped using the app.
Psychology Today notes that the app is particularly effective in making users buy things. It’s crucial to highlight that TikTok constitutes merely one among numerous social media platforms that impact consumer actions. Most customers, surpassing 50%, refer to blogs and social media through their mobile devices before purchasing. TikTok’s short-form video format is perfect for sharing deals and coupons, and the platform’s algorithm makes it gentle for users to find content relevant to their interests.
Remarkably, collaborating with TikTok, American Express plans to provide qualifying small businesses with a $100 advertising credit for the app, following a minimum expenditure of $50 on their initial TikTok advertising campaign. This further reinforces why TikTok appears in Black Friday predictions.
How to Prepare for Black Friday 2023
After going through the Black Friday eCommerce trends, do you think you need to make certain improvements to your online store to be ready to enter the upcoming fierce battle? Let us suggest you some important Black Friday ideas for small businesses:
Enhance the mobile user experience
As we mentioned above, mobile sale, one of the Black Friday trends 2022, continues to be present in the top Black Friday trends 2023. That means you need to improve your online store to suit the devices—the buyer’s mobile device.
Well, helping consumers easily check out can be one of the best Black Friday ideas. Why’s that? A study by Forrester found that 86% of customers are more likely to shop with a retailer that has a smooth checkout process. As a result, if you make it easy for your customers to checkout, they’re more likely to be satisfied with their shopping experience and return to your store in the future.
Also, images are a great way to showcase your products, but they can also slow down your website. Thus, ensuring your images are optimized for mobile so they load quickly is essential. Besides, if you have invested a lot to optimize your online store on mobile devices, you should offer mobile-only deals to attract more of these shoppers to your store. This may be one of the exciting Black Friday promotion ideas.
Rise focuses on social media visibility
In order to increase Black Friday sales and social media visibility, you should be proactive and promote sales and discounts on their social media profiles. This includes catching images, using relevant hashtags, and posting multiple times before Black Friday.
Another effective method is to partner with social media influencers who have a large following and can promote the business’ Black Friday deals to their audience. This increases the visibility of the business’s social media profile and the chances of potential customers seeing the deal.
Additionally, it is recommended to run paid social media ads ahead of Black Friday to increase their reach further. This includes targeting ads for specific demographics and interests and retargeting ads to customers who have previously shown interest in the business’s products or services.
Finally, you should engage with your followers on social media to provide better customer service by responding to comments and messages faster.
Strategize your discounts & offers in advance
Beyond just the normal Black Friday sales trends, discounts are the soul of every Black Friday season. It is often seen as the warhorse of every store on Black Friday. However, standing out in discount forestry is a complex matter.
You should start by analyzing your sales data from past Black Friday events. This will show you which products were the most popular and which promotions worked best. You can use this information to find out what products you can feature in your Black Friday sales and what discounts to offer.
Also, you can use social media and email marketing to promote your Black Friday deals in advance or discounts. You can use your tease to build prospects and create buzz around your sale.
Black Friday Trends – FAQs
- How long does Black Friday last 2023?
Black Friday 2023 will be November 24, 2023. Although the exact timing of the event may vary depending on the retailer, Black Friday typically lasts a day, starting early and lasting until late at night, but some retailers can offer extended Black Friday sales starting as early as November 24, for a few days or even weeks as long as it occurs. It should be noted that Cyber Monday, November 27, 2023 is the end of Black Friday weekend, and some vendors may continue to sell until that date
- Is Black Friday different every year?
Yes, Black Friday is different every year. It usually occurs the day after Thanksgiving, which is a public holiday in the United States, but the exact date can vary from year to year. Additionally, vendors can offer different deals and promotions each year, making the event unique and different from previous years. While some retailers may continue to offer extended Black Friday sales that last for days or weeks, the event itself is usually more of a one-day shopping spree
- What do people buy the most on Black Friday?
Popular items that people buy on Black Friday include:
- Electronics (smart speakers, gaming consoles, mobile devices, laptops)
- Toys
- Small appliances
- Household items
- Games
- Jewelry
In addition, some consumers may also be attracted to Black Friday for reasons such as simply looking for goodies, such as continuing traditions, connecting with friends and family, and making memories
Final Thought
Well, we have concluded this interesting article. Let us go over some of the main points. Overall, this article first recaps the impressive numbers the eCommerce industry received in 2022. These numbers and other market research have come to your list of 7 best Black Friday trends 2023 you should try. Alternatively, this article offers suggestions to help you improve your store before entering the competitive Black Friday battlefield.
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