The 2024 holiday shopping season didn’t just arrive—it smashed records, leaving us with valuable insights into how consumers shop during the biggest eCommerce days of the year. According to Adobe Analytics, Cyber Monday set a new bar with $13.3 billion in online sales, a 7.3% year-over-year (YoY) increase. But the story doesn’t end there. Cyber Week, the five-day extravaganza spanning Thanksgiving to Cyber Monday, brought in an incredible $41.1 billion, an 8.2% YoY jump.
Here at Your Store Wizards, we also took a closer look at our merchants who use our Search Magic application across platforms like Turbify, Shopify, and BigCommerce. The data revealed some intriguing trends that complement Adobe’s findings and shed light on consumer behavior during this high-stakes shopping period.
Cyber Monday Still Rules, but Black Friday Isn’t Far Behind
Cyber Monday’s record-breaking $13.3 billion haul cemented its status as the biggest online shopping day of the year. Consumers didn’t hold back during peak hours, spending a staggering $15.8 million per minute between 8 PM and 10 PM. Discounts were a major driver, with electronics marked down by as much as 30.1%, toys slashed by 26.1%, and apparel enjoying a 23.2% price cut.
Interestingly, while Cyber Monday dominated sales figures, our Search Magic data painted a slightly different picture. Black Friday saw the highest search traffic of the year, with a 45.83% increase over an average day. In contrast, Cyber Monday traffic peaked at a slightly lower 41.67% increase. This trend suggests that while Cyber Monday remains the king of sales, Black Friday might hold the crown when it comes to getting shoppers’ attention.
The data offers a fascinating glimpse into how consumers approach the holiday shopping season. Black Friday’s early deals are pulling shoppers in, but Cyber Monday remains the go-to day for big-ticket purchases. This balance between early-bird bargain hunters and last-minute deal seekers is key for merchants to understand.
Mobile Shopping Takes Over the Holiday Season
One of the most important things for merchants to look closely at this year was the dominance of mobile shopping. For the first time, 57% of Cyber Monday sales came from mobile devices, marking a 13.3% YoY increase. Shoppers are increasingly comfortable making purchases on their phones, a trend that has been steadily climbing for years. For comparison, in 2019, just 33% of Cyber Monday sales were made on mobile devices.
This mobile-first mentality has clear implications for eCommerce merchants. A mobile-friendly site is no longer a nice-to-have; it’s a necessity. Everything from your site’s speed to its checkout process needs to work seamlessly on a smaller screen. Shoppers expect the same smooth experience whether they’re browsing on a desktop or scrolling on their phone during their lunch break.
Search Behavior: A Window into Shopper Intent
The trends we saw in Search Magic during Black Friday and Cyber Monday are important for understanding how consumers navigate the holiday rush. A 45.83% increase in search traffic on Black Friday and a 41.67% spike on Cyber Monday suggest that search is more critical than ever. Shoppers are using search to find specific products, and navigate through the chaos of holiday promotions.
It’s important to note that these percentages represent search activity rather than direct sales. However, they offer valuable insights into consumer intent. If shoppers are searching more, it means they’re highly engaged and looking for something specific. Merchants who can meet that demand with optimized search functionality, clear product listings, and targeted promotions will have the edge.
AI and Influencers: The New Shopping Assistants
Adobe’s findings also highlighted two rising stars on the holiday shopping stage: generative AI and social media influencers. Retail site traffic driven by generative AI chatbots surged 1,950% YoY on Cyber Monday. While this technology is still relatively new, it’s quickly proving its worth as a shopping assistant. Shoppers are using chatbots to find deals, get product recommendations, and streamline their buying experience.
Meanwhile, social media influencers are becoming an increasingly powerful force in driving holiday sales. On Cyber Monday, influencers converted shoppers at a rate six times higher than general social media. Revenue driven by influencers accounted for 20.3% of sales, up 6.8% YoY. This highlights the growing importance of partnering with influencers who can authentically promote your products to their engaged audiences.
What Does This Mean for eCommerce Merchants?
So, what can we take away from these insights? First, merchants need to prioritize mobile optimization. If your site isn’t fast, easy to navigate, and mobile-friendly, you’re missing out on a significant chunk of sales.
Second, having a good site search tool like Search Magic is indispensable. As consumer behavior shifts toward using search to navigate holiday shopping, merchants with robust, user-friendly search functionality will be better equipped to capture and convert those searches into sales.
Third, don’t underestimate the power of new technologies and marketing channels. Generative AI and influencer marketing are changing the game, providing innovative ways to engage shoppers and drive traffic to your site. Embracing these trends early can give you a competitive advantage.
Finally, it’s clear that Black Friday and Cyber Monday are evolving. Black Friday is no longer just about early bird doorbusters—it’s becoming a crucial day for capturing shopper interest through search and engagement. Cyber Monday, meanwhile, remains the king of online sales but is starting to share the spotlight with the rest of Cyber Week.
Looking Ahead to 2025
The 2024 holiday season was a whirlwind of activity, with both Adobe and our own data offering invaluable insights into consumer behavior. From mobile-first shopping to the growing influence of AI and search, these trends will undoubtedly shape how we approach the next holiday season.
As we move into 2025, the key to success will be understanding these trends and leveraging them to create a seamless, engaging shopping experience for your customers.
If you’re ready to discuss implementing a better search app for your store, migrating to a new platform such as Shopify or BigCommerce, or just looking to give your existing site a facelift to improve mobile usability, contact us at support@yourstorewizards.com to schedule a free consultation.
Scott Sanfilippo began his eCommerce journey in 1994 by co-founding one of the Internet’s first online retailers, TheFerretStore.com, which was acquired by PetCo in 2006. In 2001, he co-founded the eCommerce design and marketing firm Solid Cactus, which was acquired by web.com in 2009. Today, Scott is the General Manager of Your Store Wizards and lives in Delray Beach, FL. Scott can be contacted at scott@yourstorewizards.com.