In recent years, Black Friday has changed in a surprising way. Thanks to the advent of e-commerce and new consumer habits, it has become a phenomenon that extends well beyond the weekend, becoming a whole month of discounts and offers. In this article, we explore how this event has transformed over time and what are the new trends to watch out for.
Black Friday is an American holiday that originated in the 1950s and traditionally takes place the day after Thanksgiving, kicking off the Christmas shopping season.
With the advent of globalisation and the influence of American culture, Black Friday has spread all over the world. Thanks to the growth of e-commerce in recent years, consumers prefer to shop online rather than face the crowds in physical shops. According to a survey by Adobe Analitycs, in 2024, is expected to be record online spending of $240.8 billion in the US alone.
In addition to digitalisation, Black Friday saw the emergence of new trends reflecting the changing needs of consumers. Here are some of the most relevant trends:
These changes not only respond to new buyer preferences but also demonstrate how this event has become more adaptable and user-experience oriented.
Social media now play a crucial role in Black Friday, transforming the shopping experience into a moment of interaction and discovery. Platforms such as Meta, TikTok e Twitter allow brands to reach a wider audience through targeted advertising campaigns, video reviews and promotions with influencers. This content stimulates the desire to buy, making Black Friday a global cultural phenomenon.
In addition, social media allow consumers to share their shopping experiences in real time, influencing the purchasing decisions of other users and increasing the impact of Black Friday.
Black Friday will continue to evolve in the coming years. Experts predict that the event will become increasingly digital, with a growing focus on sustainability. According to a study by Shopify with Sapio Research purchasing is more responsible and sustainable with an increasing preference for independent brands and environmentally friendly products.
To remain competitive, brands will need to invest in technology and personalisation, offering smooth and tailored shopping experiences. If you are a brand or a company, it is important to consider these trends and prepare for a Black Friday that is in step with the times.
Black Friday has radically changed from a local event to an increasingly digital and sustainable global phenomenon. With a balanced and responsible approach, Black Friday can continue to offer opportunities for savings and stimulate the economy, while keeping alive its tradition as a major commercial event.
If you would like to update your strategy or learn how to make the most of these new trends, contact us! With Sinapps, your Black Friday will be a real success! 🚀
