What: Black Friday weekend attracts 197 million shoppers with increased in-store visits and mobile commerce adoption, marking significant shifts in consumer shopping behavior and channel preferences.

Why it is important: This shift in shopping patterns demonstrates how consumers are blending traditional and digital retail experiences, challenging retailers to create more integrated and seamless shopping journeys.

The 2024 holiday shopping weekend saw 197 million consumers making purchases, nearly matching last year's record of 200.4 million while surpassing initial expectations of 183.4 million shoppers. The weekend revealed a notable shift in shopping patterns, with in-store visits growing to 126 million consumers, up from 121.4 million in 2023, while online shopping saw a slight decline to 124.3 million from 134.2 million. Black Friday maintained its position as the most popular shopping day, with 81.7 million in-store shoppers marking the highest level since the pandemic. The evolution of digital shopping continued, particularly evident in Cyber Monday's mobile commerce adoption, where 63% of online shoppers used mobile devices, up from 55% last year. Department stores emerged as a leading destination, tied with online platforms at 42% of shopping visits, demonstrating the enduring appeal of traditional retail formats in a digital age.

IADS Notes: The 2024 holiday shopping data reveals significant shifts in consumer behavior and retail performance. The record $74.4 billion in global online sales provides context for the strong overall performance, even as in-store shopping sees a resurgence. This hybrid shopping pattern reflects retailers' successful adaptation to what industry experts call the "Black Friday drip" strategy, where promotions are spread over extended periods. The increased use of mobile devices, with 55% of online spending coming through smartphones , aligns with the growing trend of technology-enabled shopping, further evidenced by 38% of consumers utilising AI tools for deal-hunting. Department stores' strong showing as a preferred shopping destination (42%) demonstrates their successful adaptation to these changes, with many implementing enhanced omnichannel strategies. The evolution of consumer expectations has prompted retailers to focus on value-driven offers and personalised experiences, leading to more sophisticated promotional strategies that balance both online and offline channels. This comprehensive approach has helped retailers maintain strong performance despite challenging economic conditions.

Black Friday traffic fell short