listening247 • November 2024
Unwrapping Black Friday 2024: What Shoppers Really Want
As Black Friday 2024 draws closer, retailers worldwide are gearing up for one of the busiest shopping days of the year. With billions spent in a single day, it’s an unmissable opportunity to connect with consumers, boost sales, and build brand loyalty. Thanks to listening247’s Social Listening and Analytics, we’ve uncovered the key trends and conversation drivers shaping this year’s Black Friday, helping retailers align with consumer behaviour and stand out in a crowded market.
Over 15,719 social media posts in English from platforms like Twitter, TikTok, and Instagram between 20 September and 15 November were analysed, to provide a wealth of data on what shoppers are saying, what they want, and how they feel about Black Friday 2024. Keywords such as Black Friday, Black Friday 2024, online shopping, in-store shopping, gift shopping, and Christmas shopping were used to track and categorise posts.
Sentiment Snapshot
The buzz around Black Friday remains overwhelmingly positive:
- Positive mentions: 10,962 posts (70%)
- Neutral mentions: 4,633 posts (29%)
- Negative mentions: 124 posts (1%)
Shoppers are excited, and motivated by the promise of unbeatable deals and the chance to save on holiday purchases. Positive sentiment is around tech deals, personalised promotions, and early access discounts, while negative sentiment is minimal, often tied to delivery delays or website crashes.
Top Conversation Drivers for Black Friday 2024
Using listening247, we identified the dominant topics shaping consumer conversations:
- Technology – 12,881 posts:
Tech products remain the crown jewel of Black Friday, accounting for nearly half of purchases. Televisions, laptops, gaming consoles, and smartwatches are the most wanted items. Major retailers like Amazon and Best Buy are expected to lead the charge with deep discounts, making this a key category for shoppers and brands. - Price – 9,313 posts:
Pricing is a decisive factor in consumer decision-making. With financial pressures rising, shoppers are thoroughly comparing deals, looking for the best value, and waiting for Black Friday to make high-ticket purchases.
- Discount Deal Promotions – 9,224 posts:
Shoppers are actively seeking pre-Black Friday sales and exclusive member rewards. Brands offering early access or time-limited offers are seeing increased engagement, highlighting the effectiveness of targeted, exclusive promotions. - Gift Ideas – 7,116 posts:
Black Friday is a prime moment for gift shopping. Consumers are turning to curated gift guides and social media for inspiration, with jewellery, apparel, and tech products topping the list of preferred gifts. - Shopping Platform – 2,094 posts:
More than half of shoppers prefer online platforms to avoid crowds and enjoy convenience. Social media-driven e-commerce is particularly popular with Gen Z and Millennials, who rely on mobile-first shopping experiences.
Emerging Spending TrendsTech-Takeover:
Electronics are projected to dominate Black Friday spending, driven by promotions from retailers like Walmart and Target. Smart home devices, gaming consoles, and high-end TVs are leading the wish lists. The influence of younger shoppers, particularly Gen Z and Millennials, is steering purchases online, where seamless digital experiences win the day.
The Power of Price:
Pricing remains king. Consumers have set aside budgets specifically for Black Friday, emphasising its role as a cornerstone shopping event. The focus isn’t just on discounts but on true value, with shoppers scrutinising every deal to ensure it’s worth the spend.
Discount-Driven Decisions:
Early-bird promotions and tiered discounts are becoming standard. Successful brands are going beyond basic sales by offering “spend-and-earn” rewards or bundling discounts to entice shoppers. This maximises short-term revenue and builds customer loyalty for future events.
Gifts Variety:
Black Friday is the ultimate inspiration hub for gift-givers. Retailers curating well-targeted gift guides see higher engagement and conversions, as consumers look for meaningful yet budget-friendly options.
Insights for RetailersBlack Friday 2024 provides a golden opportunity for retailers to connect with their audience through strategic pricing, tailored promotions, and a strong digital presence. Here’s how to capitalise on these insights:
- Optimise for Online: With e-commerce dominating, ensure your website is mobile-friendly, fast, and equipped to handle surges in traffic.
- Focus on Technology: Highlight tech deals in campaigns to capture consumer interest.
- Offer Exclusive Discounts: Reward loyal customers with early access deals or personalised offers to increase engagement and conversions.
- Leverage Social Media: Use platforms like TikTok and Instagram to amplify promotions and reach Gen Z and Millennials where they are most active.
Black Friday 2024 is more than just a sales event—it’s a cultural moment that reflects shifting consumer priorities and behaviours. By understanding what shoppers want, why they’re excited, and how they plan to spend, brands can tailor their strategies to exceed expectations. Thanks to listening247’s powerful analytics, retailers have the insights they need to navigate this high-stakes season and come out on top.
Let’s make this Black Friday a win for your business and your customers.