Salesforce has released the latest data on Black Friday shopping trends, based on an analysis of over 1.5 billion consumers’ shopping carts. Globally, online sales increased by 5% year on year, reaching a value of $74.4 billion. Online sales within the European Union also increased, but at a slightly lower rate – by 1.4%. This year’s Cyber Week is estimated to bring $51 billion in global sales, in comparison to $48.4 billion in 2023.
Artificial Intelligence and agents generated $14.1 billion of global online sales on Black Friday.
- Use of GenAI functionality increased by 6% on Black Friday, compared to the previous week.
- Retailers who make use of GenAI saw a 9% higher conversion rate in the first half of Cyber Week compared to those who do not.
- Global discounts on Black Friday fell by 3% year on year, reaching an average discount level of 27%.
- On Black Friday, as much as 80% of global traffic came from mobile devices.
- Smartphone purchases accounted for 69% of all orders, up from 68% in 2023.
- The increasing number of consumers making transactions from phones is likely due to the widespread use of mobile wallets, which increased by 41% year on year.
- Marketing departments capitalized on the fact that customers primarily shop on smartphones and on Black Friday increased the number of mobile messages versus traditional email messages.
- The number of sent email messages remained unchanged year on year, whereas the number of push messages and SMS increased by 15%.
- Shoppers also massively used new digital customer service channels supported by artificial intelligence.
- The use of online chat services with AI support increased by 31% year on year on Black Friday.
- Social media channels generated 10% of total global traffic, unchanged from the previous year.
Most Increasing Industries on Black Friday worldwide:
1. Luxury handbags (+23%)
2. Home appliances (+18%)
3. Home decor, art and decorations (+17%)
4. Bags and luggage (+16%)
Industries that experienced the biggest price drops:
1. Makeup (39%)
2. Skincare (35%)
3. Clothing (generally) (34%)
Most Growing Black Friday Industries in the EU:
1. Health and beauty (including makeup, skincare, and hair care) (13%)
2. Footwear and handbags (6%)
3. Food and beverages (3%)
EU Industries with the highest average discount rate:
1. Clothing (generally) (26%)
2. Health and beauty (including makeup, skincare, and hair care) (24%)
3. Electronics and toys (21%)
“As we predicted, bargain hunters held off until Black Friday. Our data shows that luxury handbags and home appliances – categories with higher prices – were the stars of this year’s shopping, even with fairly modest discounts,” commented Caila Schwartz, Director of Consumer Insights at Salesforce.
“By leveraging the value of artificial intelligence and conversations with agents, retailers are better equipped to meet the needs of their customers and encourage them to purchase. Digital retailers that make use of Generative Artificial Intelligence and agents in customer service recorded a 9% higher conversion rate compared to those who do not. From an industry perspective that often worries about margins, especially ahead of increasing costs in 2025, this percentage increase is a breakthrough,” added Caila Schwartz.
Source: https://ceo.com.pl/wyniki-black-friday-przeceny-kosmetykow-do-39-ale-najchetniej-kupowalismy-torebki-i-agd-91098
