Black Friday 2024 is history. We analysed the data and show you what worked this year – and what you can learn from it for 2025.

The Numbers at a Glance

+12%
Total revenue vs. 2023
€14,9B
Online revenue DE
73%
Mobile purchases
-8%
Ø Discount

1. Earlier Deals = More Revenue

Amazon started the Black Friday deals as early as 21 November. Sellers who got in early benefited:

Revenue distribution across Black Week

Mon-Wed (21-23 Nov) 22%
Thu-Fri (24-25 Nov) 38%
Sat-Sun (26-27 Nov) 18%
Cyber Monday (28 Nov) 22%

2. Mobile Shopping Dominates

73% of Black Friday purchases were made via mobile – a new record. This means:

3. Lower Discounts, More Revenue

Surprisingly: the average discounts were 8% lower than in 2023, but total revenue rose. Buyers pay less attention to the discount than to the final price and the reviews.

Learning: You don't have to offer the deepest discount. Focus on good reviews, the Prime badge and fair prices.

4. Winning Categories of 2024

?? Top Performer
  • • Electronics (+18% vs. 2023)
  • • Beauty & personal care (+22%)
  • • Toys (+15%)
  • • Home & Kitchen (+12%)
?? Underperformer
  • • Fashion (-3% vs. 2023)
  • • Books (-8%)
  • • Software (-12%)
  • • DVD/Blu-ray (-25%)

Pricing Insights

Our analysis of over 10.000 products shows clear patterns:

Optimal Discount by Category

Category Ø Discount Best Conversion
Electronics 15-25% +45% vs. normal
Beauty 20-30% +38% vs. normal
Toys 25-35% +52% vs. normal
Home & Kitchen 15-25% +33% vs. normal
Fashion 30-50% +18% vs. normal

Timing Is Everything

The best results were achieved by sellers with this pricing sequence:

  1. 2 weeks before BF: Raise prices slightly (+5-10%)
  2. Black Week start: Discount to "normal" level
  3. Black Friday: Maximum discount
  4. Cyber Monday: Same or slightly reduced discount
  5. After Cyber Monday: Quick return to normal prices
Warning: Amazon monitors "fake discounts". If your regular price was artificially inflated before the event, the listing can be suspended.

What Didn't Work

These mistakes cost sellers revenue:

Registering deals too late
Lightning Deals were booked out weeks in advance
Inventory shortages
Out-of-stock on Black Friday = lost sales + ranking loss
Repricing too aggressively
Race to bottom without minimum margins = loss-making business
PPC budget used up too early
By the evening the budget was gone, the best hours unused

Recommendations for Black Friday 2025

Based on the 2024 data, here is your checklist for next year:

Black Friday 2025 Checklist

September: Order inventory for Q4
October: Register Lightning Deals
2 weeks before BF: Test repricing rules
1 week before BF: Increase PPC budgets
Black Week: Stick to minimum margins!

Conclusion

Black Friday 2024 shows: preparation beats discounts. The most important learnings:

  1. Start early: Black Week counts, not just the Friday
  2. Mobile-first: 73% buy via smartphone
  3. Discounts are overrated: Good products sell even without -50%
  4. Plan inventory: Out-of-stock is the biggest mistake
  5. Secure PPC budget: Size the daily budget adequately

Ready for Black Friday 2025?

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