Black Friday 2024 Analysis: Trends and Learnings for Sellers

The Numbers at a Glance

The Most Important Trends of 2024

1. Earlier Deals = More Revenue

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

2. Mobile Shopping Dominates

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

• Mobile-optimised listings are a must
• The first images are decisive – small screens, big impact
• The start of the title matters – only the first words are visible

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.

4. Winning Categories of 2024

Pricing Insights

Our analysis of over 10.000 products shows clear patterns:

Optimal Discount by Category

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

What Didn't Work

These mistakes cost sellers revenue:

Recommendations for Black Friday 2025

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

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