Cyber Week 2024 Trends

We compiled these trends from over 100 brands, comparing year-over-year data for Cyber Week, including Black Friday and Cyber Monday.

Black Friday / Cyber Monday Online Trends

Overall web traffic was up over 8%, with large increases in traffic from mobile devices.
79% of Cyber Week traffic was from a mobile device.
Orders exceeded 2023, with E-commerce sales outpacing retail sales during Cyber Week. Store traffic was reported to be down for many brands.
Brands continue to be promotional, with many starting sales as early as October. However, Black Friday remains a key retail holiday.
Salesforce reported Black Friday sales experienced 7% growth compared to the previous year, while Cyber Monday saw 2% increase.

Apparel / Fashion brands saw sessions increase over 10% compared to Cyber Week last year.
While sessions surged, order volume showed only modest growth.
Average Order Values (AOVs) saw a dip compared to the previous year. This decline was likely driven by heavy discounts and a shift toward purchasing lower-priced items.
Many Apparel brands were significantly off price with an average discount rate of 37% according to Salesforce.

Sessions and orders were up for home, most notably furniture brands.
Shoppers spent significantly more per order, driving higher year-over-year (YoY) demand.
Sales for many home brands were up on Black Friday but lower compared to Cyber Monday last year.
Brands offering exclusive bundles or discounts on premium items experienced higher engagement than those relying solely on blanket percentage-off deals.

Outdoor brands saw traffic and AOVs down YoY this Black Friday / Cyber Monday
Hardgoods and equipment companies faced greater challenges than brands focused on outdoor apparel.
After several years of strong growth during and after COVID. Demand is down compared to last year.
Outdoor was not as promotional as verticals. 44% of transactions included a promotion offer, with an average discount of 18% based on Salesforce data.

Specialty brands saw a modest decline in sessions.
Conversion rates were nearly flat, however AOVs were down compared to 2023.
With an increasingly promotional Black Friday / Cyber Monday, many Specialty Brands faced compressed margins.
Salesforce reported more than half of transactions were included a promotional offer.