The 2024 holiday shopping season showcased significant growth in digital retail, with U.S. eCommerce sales reaching $77.4 billion, a 9.6% increase from 2023. The traditional focus on Black Friday and Cyber Monday has shifted to a month-long shopping event, giving consumers more flexibility to shop and find deals.
Retailers welcomed this extended timeline by starting sales as early as November 1 and continuing promotions through December. This approach gave shoppers more time to secure the best prices, reducing stress and avoiding the rush of single-day events.
Black Friday
Black Friday remained a major shopping milestone, with online sales climbing to $10.8 billion, up 10% year-over-year (YOY). Hybrid options like buy-online-pickup-in-store (BOPIS) were key in providing convenience and enhancing the shopping experience.
Cyber Monday
Cyber Monday delivered $13.3 billion in online sales, a 7.3% YOY increase, reaffirming its status as the most significant day in eCommerce. This year, promotions extended beyond a single day, starting weeks in advance.
Top-performing categories included home goods, electronics, and toys. Additionally, Buy Now, Pay Later (BNPL) services accounted for 75.2% of mobile transactions, giving shoppers more flexibility to budget and purchase.
Trends That Defined the Holiday Season
- Mobile Takes Over: Shoppers relied on mobile devices more than ever, making them the go-to platform for online shopping.
- Flexible Payment Options Rise: Buy Now, Pay Later services gave consumers greater flexibility in managing holiday spending.
- AI-Powered Shopping Assistants: Chatbots helped simplify the shopping experience, from finding deals to locating products quickly.
- Influencer Impact: Social influencers were key in driving purchases, outperforming traditional social media marketing.
What’s Next for 2025?
As the holiday shopping season expands, retailers are exploring new ways to connect with customers. Expect greater personalization powered by AI, increased social commerce integration, and campaigns focused on sustainability.