27 October 2023

20 main insights on Black Friday statistics 2023

Make your Black Friday campaign a success
Table of contents
  1. Should you even care about Black Friday 2023?
  2. Consumer behavior 
  3. Marketing facts
  4. Wrapping up
Should you even care about Black Friday 2023?

With the upcoming Black Friday shopping rush, it is crucial to work on your marketing strategy by utilizing as much data from previous years and predictions for this year as possible. 

We’ve collected the main Black Friday statistical facts that might help you use your holiday email campaigns to the fullest.

Our responsive Black Friday email templates will enable you to create amazing messages with no coding skills

Should you even care about Black Friday 2023?

Since this article mentions statistics, I won’t waste your time on long sentences and just say — yes, you should. And here’s why:

  • in 2023, online shopping for holiday sales are expected to reach $1.2 trillion. — Onlinedasher;
  • about 87.2 million U.S. consumers shopped online on Black Friday in 2022. — NRF;

Thanksgiving Weekend Shopping Statistics

(Source: NRF)

  • these statistics also prove that the main sales days on which shoppers in the United States buy holiday presents in 2022 are Black Friday and Cyber Monday sales; the forecast for 2022 shows the same tendency. — Insider Intelligence;

Busiest Holiday Sales Days _ Statistics

(Source: Insider Intelligence)

  • for the third year in a row, Black Friday continues to experience multiple increases in online traffic. Black Friday brings traffic levels that are more than twice as much as each of the first 20 days of November. It's also 30% busier than the second busiest day of the year, which is Thanksgiving. — Queue-it.

Black Friday and Cyber Monday _ Traffic Comparison

(Source: Queue-it)

Brief conclusion

Even though Black Friday is the busiest day, you can still profit more if you wisely plan your marketing strategy for the whole holiday season.

Consumer behavior 

Before starting to work on newsletters, you should learn everything about your customers — that’s like the first rule of the marketers' club.

  • Black Friday consumers spent $9.12 billion online during Black Friday 2022. — Adobe;
  • while 2022’s holiday shopping season resulted in the highest online retail sales revenue in history, rising inflation could impact sales this year. According to surveys, 71% of retailers expect consumers to cut back on holiday shopping. — Dealerscope;
  • while the US economy is avoiding a recession, one might have expected consumers to cut back on holiday spending this year. But, according to a holiday survey, consumers are determined to enjoy the holidays to the fullest. They intend to spend an average of $1,652 this season, surpassing pre-pandemic levels for the first time, making this holiday season memorable. — Deloitte;
  • WalletHub analyst Jill Gonzalez said retailers are trying to get a head start on holiday sales in October to entice consumers worried about rising inflation. — wmar2news.

These facts should definitely be considered when you work on and further analyze your marketing events. Even with the best Black Friday deals, the profit might be lower than expected only due to outside factors. But, as the wise man once said: “Happiness can be found, even in the darkest of times, if one only remembers to turn on the light.”

Let’s proceed to more positive statistics regarding the consumers.

  • adults between the ages of 35 and 44 make up the largest portion of online shoppers on Black Friday; 33.6% of people aged between 35 to 44 shop on Black Friday, followed closely by young adults between 18 and 24. — Zippia;
  • during the holiday season, shoppers want to discover new brands and benefit from as many Black Friday deals as possible. Welcome emails during Black Friday bring 26.9% of all orders. — Omnisend;

Welcome Emails _ Conversion Rates Statistics

(Image source: Omnisend)

  • the average budget of a customer from the US is around $300. — Deloitte;
  • 56% of Black Friday online shoppers make purchases for themselves, as well as buying holiday gifts during Black Friday retail sales. — Loyal Guru;
  • in retail categories, clothing, electronics, and cosmetics attracted the largest portion of holiday spending. — Marketsplash;
  • it’s pretty impressive that 81% of consumers prefer individuals and smaller business resellers over big businesses when it comes to Black Friday shopping. — Yahoo Finance.

Brief conclusion

People still need resources for happiness, and nice Black Friday deals and gifts are one of the most effective ways of feeling that nice emotion. 

Analyze your own data from previous years or check out the open info from the competitors to make your own discoveries on your consumers. Identify the main audience you should target and attract to buy your goods.

For example, as mentioned above, 56% of Black Friday online shoppers buy something for themselves, so you need to use this info to create relevant messages. Don’t write “Buy [Product Name] for your spouse”, use something like “Treat yourself to [Product Name], you’ve deserved this.”

Marketing facts

When you learn enough about your clients, it’s time to work on your campaigns. Here are a few interesting facts that can be quite useful for that.

  • consumers who purchase products through email spend 138% more than those who don’t receive email offers. — Wordstream;
  • 80% of retail professionals indicate that email marketing is their greatest source of customer retention (with social media as the next closest channel by just 44% of those same professionals). — Wordstream;
  • CTR increases by 64% when subject lines feature Black Friday or Cyber Monday. — Retainful
  • the average cart abandonment rate over the Black Friday period in 2022 was 76.15%, which is slightly higher than the average overall eCommerce abandonment rate of 70.19%. — SaleCycle;
  • although there can be retail sales up to 80% off, most prices hover around the 27%-30% mark, which allows retailers to actually turn more of a profit than when prices are kept normal due to the high volume of consumer spending. — Queue-it;
  • research from Shopify shows that 46% of consumers want to watch product videos before buying, making video a vital medium in social commerce. — Shopify.

Brief Conclusion

In holiday email marketing, you need to consider one thing — bringing up the important value for your target audience everywhere, starting with subject lines. Is it a group of festive shoppers? Make the most eye-catching and interactive emails you can. Are you trying to attract deal-seekers? Well, make incredible banners that just scream about the best deals you have for them. You also need to work on follow-up emails, like with the cart abandonment ones, in order to reduce possible loss.

Wrapping up

Know your customers, dig deep into every detail regarding your email strategy, and collect data from this year’s campaign to have solid ground for the next holiday season. With this rule, you will succeed. 

I hope these statistics will be a big help in your Black Friday marketing strategy. Good luck!

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