We compiled these trends from over 100 brands, comparing year-over-year data for the date range December 1, 2024, to December 31, 2024.
December 2024: Holidays End on a High Note
December 2024 ended on a strong note for brands and retailers, marking a successful conclusion to the holiday shopping season. Sessions increased by 6%, while orders grew by 7.3%, reflecting effective engagement strategies and strong demand for online shopping. Overall demand rose by more than 2.5% compared to December 2023, underscoring the retail sector’s strength during this period.
According to the U.S. Census Bureau, core retail sales during the 2024 holiday season surged 4% year-over-year, reaching a record $994.1 billion. This milestone underscores the resilience of the retail industry and the critical importance of the holiday season in driving annual revenue. Retailers utilized strategic promotions and omnichannel experiences to boost consumer engagement and drive growth.
December 2024 Marketing Trends
Trend #1: 2024 Holiday Sales Trends
The 2024 holiday season showcased significant shifts in shopping habits and retail strategies, shaped by consumer priorities and economic conditions. According to the National Retail Federation, over 40% of shoppers began their purchases in October, driven by early sales events like Amazon’s Prime Big Deal Days. Retailers capitalized on this trend by offering extended promotions to spread out consumer spending.
Despite this early momentum, Black Friday and Cyber Monday remained the cornerstones of holiday shopping. Adobe Analytics reported that Cyber Monday alone generated $13.2 billion in online sales, a 9% increase from 2023. Electronics, toys, and apparel were top-performing categories, with discounts averaging 30%. Brick-and-mortar stores also saw increased foot traffic as in-store shopping made a strong comeback.
Sustainability emerged as a key factor in purchasing decisions. Deloitte’s Holiday Survey found that nearly 38% of shoppers prioritized gifts with eco-friendly packaging or ethically sourced materials, signaling a growing demand for responsible retail practices.
Mobile shopping continued its dominance, with Statista reporting that 70% of online traffic and 62% of purchases came from mobile devices. Retailers with seamless mobile experiences reaped the benefits of this convenience-driven trend.
Personalization also played a pivotal role in driving sales. The Direct Marketing Association reported a 12% increase in response rates for tailored marketing campaigns, including direct mail, which helped brands stand out in a crowded market.
Retailers that embraced early promotions, sustainability, and personalized experiences were best positioned to thrive during the competitive 2024 holiday season.
Trend #2: Netflix streaming NFL games with record-breaking viewership
On Christmas Day 2024, Netflix marked its significant entry into live sports by streaming two NFL games, achieving record-breaking viewership figures. The Kansas City Chiefs vs. Pittsburgh Steelers game attracted an average of 24.1 million viewers, while the Baltimore Ravens vs. Houston Texans game drew 24.3 million viewers, making them the most-streamed NFL games in U.S. history.
The total unduplicated audience for both games reached nearly 65 million U.S. viewers, according to Nielsen data. Notably, viewership peaked at over 27 million during the Ravens-Texans game, coinciding with Beyoncé’s halftime performance.
This successful collaboration between Netflix and the NFL reflects a shift in sports broadcasting towards streaming platforms, aiming to engage younger, tech-savvy audiences who prefer digital viewing options. The partnership is set to continue, with Netflix scheduled to stream NFL games on Christmas Day for the next two years.
The impressive viewership numbers suggest that streaming platforms like Netflix can effectively compete with traditional broadcasters in delivering live sports content. This development could influence future negotiations for sports broadcasting rights and indicates a growing trend of major sports leagues embracing digital streaming services to reach broader audiences.
Trend #3: The power and growth of email marketing
Email marketing remains a pivotal tool for businesses, with 87% of marketing leaders identifying it as critical to their company’s success, according to Shopify’s email marketing statistics. In fact, 44% of marketing professionals rank email as their most effective marketing channel, significantly outperforming social media and paid search, each ranked at only 16%. This reinforces email’s position as the dominant strategy for customer engagement.
The global audience for email is substantial and growing. Shopify reports that there were 4.48 billion email users in 2024, projected to reach 4.89 billion by 2027. This growth underscores email’s unmatched potential for customer connection, offering businesses access to nearly 60% of the global population.
One of email marketing’s biggest advantages is its outstanding return on investment (ROI). As noted in Shopify’s article, businesses earn an average of $36 for every $1 spent on email marketing. This impressive ROI not only demonstrates the effectiveness of email as a revenue driver but also positions it as one of the most cost-efficient tools for scaling customer engagement and sales.
Personalization plays a crucial role in boosting email performance. Emails with personalized subject lines see a 26% higher open rate, while segmented campaigns generate an astonishing 760% increase in revenue, according to Shopify. These insights emphasize the importance of tailoring email content to specific audience segments, proving that targeted messaging is key to maximizing impact and profitability.
Trend #4: Generational shifts in customer loyalty driven by innovative branding
The SAP Emarsys Customer Loyalty Index 2024 highlights a generational shift in how loyalty is formed, with Gen Z leading the charge. According to the report, 33% of Gen Z consumers have tried new brands due to creative marketing, while 26% value memorable experiences—both metrics surpassing other generations. These preferences underscore the growing importance of innovative branding and experiential marketing in capturing younger audiences.
Artificial intelligence (AI) is reshaping customer loyalty by enabling seamless brand switching and hyper-personalized experiences. As the report explains, AI allows consumers to easily compare options while empowering brands to deliver tailored content, a key driver of loyalty in an increasingly competitive market.
Customer experience continues to be a key loyalty driver, with 20% of consumers identifying memorable experiences as their main reason for staying loyal. Whether through exceptional customer service or unique in-store or digital interactions, brands that prioritize experience are better positioned to maintain loyalty over time.
Generational differences in loyalty are stark. While Gen Z and millennials demand personalized, real-time engagement, older generations prioritize product quality and price. These findings highlight the need for brands to adapt loyalty strategies for diverse audiences.
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Marketing KPIs: December 2024 Trends by Industry
Marketing KPIs: December 2024 Trends by Company Revenue
$100M+ | $15M-$100M | $0-$15M
Marketing KPIs: December 2024 Trends by Industry
Apparel Industry
- Sessions Increased +16.80%: Apparel brands saw a significant rise in browsing activity in December, indicating strong consumer engagement.
- Orders Increased +12.63%: Order volumes rose over 12% compared to December 2023, demonstrating robust sales growth.
- Demand Increased +6.96%: Overall demand increased year-over-year, highlighting sustained consumer interest.
Home Brands
- Sessions Declined -1.98%: Home brands saw a modest decrease in browsing activity compared to December 2023.
- Orders Increased +7.12%: Improved conversion rates drove an increase in orders and higher average order values (AOVs) for home retailers.
- Demand Surged +14.72%: Overall demand surged year-over-year, indicating significant growth for home brands in December.
Outdoor Brands
- Sessions Increased +3.62%: Outdoor brands saw a year-over-year increase in sessions this December, reflecting sustained consumer interest.
- Orders Rose +2.38%: Modest order growth highlights ongoing challenges with conversion rates.
- Demand Declined -7.52%: Increased activity was offset by aggressive promotional strategies, resulting in lower overall demand.
Specialty Retailers
- Sessions Decreased -2.65%: Year-over-year sessions for specialty brands declined in December.
- Orders Increased +3.06%: Orders saw a year-over-year rise, driven by improved conversion rates among specialty retailers.
- Demand Declined -2.17%: Despite stronger conversion rates, lower average order values (AOVs) contributed to a year-over-year decrease in overall demand.
Marketing KPIs: December 2024 Trends by Company Revenue
Tier 1 Brands
- Sessions Increased +4.49%: December sessions were up for Tier 1 brands.
- Orders Increased +18.31%: Orders experienced a significant rise compared to December 2023, reflecting strong consumer engagement.
- Demand Increased +5.31%: Year-over-year demand growth underscores continued consumer interest in Tier 1 brands.
Tier 2 Brands
- Sessions Increased +10.41%: Building on November’s growth, Tier 2 brands saw a notable year-over-year increase in December traffic.
- Orders Grew Moderately +4.68%: Orders for Tier 2 brands rose slightly; however, lower conversion rates suggest heightened competition.
- Demand Nearly Flat +0.45%: Minimal growth in demand was primarily due to lower average order values (AOVs), limiting overall performance.
Tier 3 Brands
- Sessions Increased +5.19%: Tier 3 brands saw an increase in sessions compared to December 2023.
- Orders Grew +6.45%: After a dip in November, December saw a rise in orders for Tier 3 brands, supported by improved conversion rates.
- Demand Increased +2.90%: Holiday promotions and discounts drove modest growth in demand this December.