Turning Black Friday 2024 Insights into Marketing Wins

Black Friday 2024 reaffirmed its status as a pivotal moment in the retail calendar, revealing powerful insights for marketers looking to stay competitive in a rapidly evolving landscape. With UK consumers spending an estimated £9.15 billion* over the weekend, the event highlighted not just the scale of opportunity, but the need for agile, data-driven strategies to capture consumer attention and drive meaningful results.

This year, Airtime witnessed a shift in consumer behaviour, with an increased focus on quality-driven purchases, elevated spend per transaction, and strategic engagement with key product categories. As brands look to turn data into decisions, these insights offer a window into how to shape successful retail strategies—not just for Black Friday, but for the year ahead.

Platforms like Airtime have become pivotal in helping brands meet consumers where they are, offering seamless, data-led solutions that inspire trust and drive engagement. This blog unpacks the trends shaping Black Friday 2024, offering marketers actionable guidance to future-proof their strategies.

Executive Summary

Black Friday 2024 showcased how changing consumer preferences can shape the retail landscape. With a record-breaking average transaction value (ATV) of £46.57, a 104% uplift in daily sales compared to November averages, and a standout performance from key categories such as Home and Health, the event underscores the critical role of understanding consumer behaviour in real-time and tailoring strategies accordingly. From the rise in ATV to regional variances in spending, the insights from Black Friday 2024 reveal how agile decision-making, powered by data, enables marketers to seize opportunities as they emerge.

“The trends from Black Friday 2024 underline the growing importance of building consumer connections that are meaningful, seamless, and trustworthy. As marketers, the challenge isn’t just meeting demand but anticipating it—and platforms like Airtime provide the tools to do just that” says Josh Graham, CMO and Co-Founder.

Key Insights for Retail Marketers

Consumers Are Spending Smarter
With the highest ATV on record (£46.57), Black Friday 2024 demonstrated that consumers are prioritising quality and value. Categories like Luxury (ATV: £83.65) and Home (ATV: £55.55) highlight the shift towards investments in premium and practical items.

This rise in ATV—especially against the backdrop of rising costs—signals a shift in consumer mindset. While inflation has generally pushed prices higher, it has also encouraged shoppers to make more considered purchases, focusing on fewer but higher-quality items. 

For marketers, this presents a unique opportunity to highlight value and durability in their campaigns. Messaging that aligns with this ‘smart spending’ ethos, such as positioning products as investments rather than consumables, will strongly resonate with today’s budget-conscious but discerning shoppers.

Home and Health: Consumer Priorities in Focus
The Home category shone brightly, achieving £1M in sales on Black Friday, an 83% increase from the previous day. Meanwhile, Health led in transaction volume, reflecting consumer demand for products that support well-being and everyday essentials.

These trends highlight the importance of tapping into lifestyle categories that reflect broader consumer values—comfort, practicality, and personal care. Campaigns that offer targeted, contextually relevant messaging in these areas are likely to drive greater engagement.

Regional Trends in Black Friday Spending

This year’s Black Friday spending revealed regional variances, with London (£13.9M) and the South East (£11.4M) leading the charge. Interestingly, areas like the East Midlands (£8.7M) demonstrated notable growth, reflecting untapped potential in less traditionally dominant regions.

For retailers, there’s an opportunity to better understand audience segments within regions that share similar preferences or behaviours, such as spending power, product preferences, or purchase timing. Leveraging Airtime’s data-driven insights allows you to engage high-potential consumer groups—whether they’re in London or Leeds—with precision, ensuring every campaign resonates with its intended audience.

Black Friday Trends Shaping the Future

Beyond the immediate results, Black Friday 2024 reveals deeper trends that marketers must consider as they look to 2025 and beyond:

• Mobile-First Audiences Drive Growth:  In the UK, mobile devices dominated the retail landscape during Cyber Week 2024, accounting for 70% of online spending—a notable increase from 67% in 2023 (MobiLoud). This surge highlights the growing importance of mobile commerce, as UK consumers continue to embrace mobile-first shopping experiences.Retailers must adapt their strategies to cater to this trend, ensuring seamless and optimised mobile experiences to capture and retain shopper attention.

• Quality Over Quantity: The rise in ATV indicates a growing preference for fewer, higher-value purchases. Marketers should focus on premium offerings and personalised campaigns that highlight value and exclusivity.

Insights from Airtime’s product searches during Black Friday 2024 offer valuable context for marketers aiming to stay ahead. Popular categories such as Shoes (21.73% CTR) and Headphones (15.99% CTR) show a significant focus on everyday essentials and personal indulgences. 

• Health and Home at the Forefront: As consumers continue to prioritise their well-being and home environments, brands in these sectors have an opportunity to capitalise on the demand.

• Digital Engagement Matters: With platforms like Airtime simplifying the path from discovery to purchase, marketers must leverage tools that align with the digital-first shopping behaviours of today’s consumers.

Enabling Smarter Retail Strategies

Black Friday 2024’s data highlights key opportunities for brands to build on moments of peak consumer engagement. From the sharp rise in ATV (£46.57) to the dominance of lifestyle-driven categories like Home (£55.55 ATV) and Luxury (£83.65 ATV), it’s clear that consumers are investing more in meaningful, high-value purchases. However, sustaining momentum beyond the sales event requires strategic innovation.

Airtime enables brands to move beyond transactional relationships by fostering deeper connections with their customers. By leveraging personalised, data-driven insights and dynamic promotional tools, Airtime-powered brands experienced significant uplifts in spend with their customers. 

Why Airtime Matters for Marketers

Black Friday 2024 showcased the power of reaching the mobile generation through targeted, data-driven campaigns. Consumers are spending smarter, and Airtime empowers brands to capitalise on this behaviour by delivering:

• Targeted Campaigns: Leverage data to connect with high-value audiences, whether new, lapsed, or repeat customers.

• Incentivised Repeat Behaviour: Personalised rewards drive loyalty and ensure consistent engagement beyond the initial purchase.

• Increased Spend: Airtime campaigns are designed to boost average transaction value and lifetime customer value, ensuring meaningful ROI.

Final Thoughts

Black Friday 2024 offered marketers a glimpse into the future of retail—where quality matters, digital engagement defines success, and data-driven strategies win the day. Marketers have an opportunity to connect with consumers in ways that are meaningful, impactful, and growth-focused. With Airtime as your partner, your brand can not only adapt but lead the charge into the next era of retail success.

Get in touch with Airtime’s retail specialists today to discover more about how we can help your brand. 

*Statistics taken from Black Friday in the United Kingdom (UK) - Statistics and Facts (Statista)*