Black Friday 2025 is just around the corner, and the lessons from 2024 offer valuable insights for marketers looking to take their campaigns to the next level. Data shows that the way consumers shop during Black Friday is fundamentally changing — and marketers need to adapt.

Mobile-first shopping dominates

The data from Black Friday 2024 is crystal clear: mobile shopping is no longer a trend, but the dominant way consumers shop during Black Friday. The key figures:

  • More than 70% of all Black Friday purchases were made via a mobile device
  • The average mobile conversion rate increased by 23% compared to 2023
  • Social commerce via Instagram and TikTok grew by 45%

For Black Friday 2025, this means that a mobile-first approach is no longer optional but an absolute necessity. Make sure your webshop, landing pages, and ads are optimized for the mobile experience.

Innovative campaigns: AR and personalization

The most successful Black Friday campaigns of 2024 stood out through innovative use of technology:

  • Augmented Reality (AR) — Brands that deployed AR experiences for virtual try-ons or product visualization saw a 35% higher engagement rate
  • Personalized promotions — AI-driven personalization of offers based on purchasing behavior resulted in a 28% higher conversion than generic discounts
  • Early access campaigns — Brands that gave their loyal customers earlier access to deals generated 40% more revenue per customer

Data-driven strategies are the key

The difference between successful and mediocre Black Friday campaigns in 2024 almost always came down to the use of data. Brands that based their decisions on real-time data and predictive analytics achieved significantly better results.

Concrete recommendations for a data-driven Black Friday 2025 strategy:

  • Start collecting and analyzing customer data now for segmentation
  • Set up A/B tests for your most important landing pages and ads
  • Implement real-time dashboards to make adjustments during Black Friday
  • Use predictive analytics to forecast demand and optimize inventory

Expert advice

"Black Friday 2024 showed that the winners are those who use data and technology most smartly. It's no longer just about the biggest discount, but about the most relevant, personal experience for each individual customer." — Marketing expert

The message for Black Friday 2025 is clear: invest in mobile-first experiences, experiment with innovative technologies like AR, and let data be the foundation of all your decisions. The brands that do this best will be the big winners of the year's largest shopping event.