Rakuten Advertising, a leading global affiliate marketing network, has shared its 2024 Black Friday and Cyber Monday shopping trends. The data highlights how shoppers bought more items while spending less, with distinct shifts in consumer behavior across the holiday shopping weekend.

Key Shopping Trends During Black Friday and Cyber Monday

1. Early Deals Drive Holiday Shopping

   • 5% Less Per Purchase: Shoppers were focused on securing deals early, spending 5% less per purchase compared to last year.
   • 5% Increase in Cart Size: Despite lower spend per item, consumers added more items to their shopping carts, indicating a focus on quantity over price.
   • Popular Categories: Items from apparel, footwear, toys, and video games saw strong sales, while luxury goods saw a lower share of orders during Black Friday.

2. Consumer Strategy: Big Ticket Purchases on Cyber Monday

   • Shoppers prioritized budget-friendly deals early in the weekend to make larger, more expensive purchases on Cyber Monday.
   • Luxury Purchases Surge on Cyber Monday: Luxury category purchases increased by 66% compared to Black Friday, with shoppers willing to spend more for premium items after securing discounts.

Category-Specific Shopping Trends

1. Thanksgiving Day Wins for Consumer Electronics and Beauty

   • Consumer Electronics: Nearly double the number of items per order compared to the previous week, although shoppers spent 9% less per order year-over-year.
   • Beauty Products: Shopping cart sizes increased by 10%, despite an 8% decrease in spending per item.
   • Both categories saw significant activity on Thanksgiving Day, demonstrating a strategic shift in the timing of consumer purchases.

2. Cyber 5 Weekend Trifurcation

   • Rakuten Advertising noted a trifurcation in shopping trends, with consumer electronics and beauty dominating Thanksgiving Day, apparel and toys leading Black Friday, and luxury trending on Cyber Monday.
   • This segmentation made the shopping weekend feel less competitive and more targeted, with brands strategically investing in marketing at specific times to maximize success.

CEO Insights on Consumer Behavior

Nick Stamos, CEO of Rakuten Advertising, stated, "This year, shoppers prioritized price above all else. They capitalized on early deals to stock up on affordable items, leaving larger purchases, like luxury brands, for Cyber Monday. Categories are increasingly owning specific days during the Cyber 5 weekend, making the shopping season feel less crowded than before."