Iterable, the AI-powered customer communication platform, has unveiled groundbreaking insights from its 1,200 customers during the 2024 Black Friday and Cyber Monday shopping weekend. This data reveals a significant shift toward mobile-first strategies, AI-powered marketing, and empathy-driven communication, showcasing how brands are adapting to meet evolving consumer expectations.

Key Trends from Black Friday and Cyber Monday 2024

1. Mobile Marketing Dominates the Holiday Weekend

Marketers embraced mobile-first strategies for the second consecutive year, with SMS emerging as the leading channel for real-time engagement. Key mobile channel statistics include:

• SMS Growth: Message volume rose by 68% on Black Friday.
• Push Notifications: Increased 32% on Cyber Monday.
• In-App Messaging: Saw a 22% boost on Cyber Monday.
• Web Push Notifications: Grew by 43% on Cyber Monday.

This mobile surge highlights the power of instant, concise communication tailored for on-the-go consumers.

2. Cross-Channel Marketing Drives Deeper Engagement

With 80% of Iterable customers running campaigns across multiple channels, brands are leveraging SMS, Push, email, and in-app messaging to deliver cohesive customer experiences. Benefits of cross-channel strategies include:

• Stronger Customer Retention: Brands with multichannel campaigns retain 89% of customers, compared to 33% for single-channel strategies.
• Higher Spending: Multichannel-engaged consumers spend 30% more than single-channel users.

3. Empathy in Messaging: A Holiday Imperative

Iterable data shows a deliberate drop in Thanksgiving Day message volume, reflecting brands’ respect for consumers’ personal time. Empathy-driven strategies yield:

• Stronger Customer Loyalty: 68% of consumers are more likely to spend with brands that demonstrate understanding.
• Amplified Brand Advocacy: 94% of consumers who receive exceptional experiences recommend the brand.

AI: The Driving Force Behind Marketing Success

4. Increased AI Adoption Among Marketers

AI tools powered impactful real-time engagement during Black Friday and Cyber Monday, with 94% of marketers attributing 2024 revenue growth to AI. Key capabilities included:

• Send Time Optimization: Personalized timing to boost engagement rates.
• Copy Assist: AI-generated copy suggestions for email, SMS, and Push campaigns.

5. Iterable’s Big Data Insights

Iterable managed over 2.2 Petabytes of data during the holiday season, a 12% year-over-year increase. This scale of data highlights the trust brands place in Iterable for personalized, real-time experiences. Key tools like Smart Ingest and Data Schema Management empower marketers to manage and activate data seamlessly.

The Future of Customer Engagement: Iterable’s Vision

Adriana Gil Miner, Chief Marketing and Strategy Officer at Iterable, remarked, “Brands are shifting from quick sales to building meaningful, lasting connections. By leveraging AI, mobile, and empathy-driven strategies, Iterable customers are redefining customer engagement at scale.”

With increasing AI investments planned for 2025, marketers are poised to build even more personalized, resilient, and impactful experiences, setting the stage for long-term growth.

Iterable’s 2024 Black Friday Cyber Monday data underscores a pivotal shift in customer communication strategies. With mobile-first marketing, cross-channel coordination, and advanced AI tools leading the way, brands are building deeper connections and achieving sustainable growth in an increasingly competitive landscape.