Black Friday, it’s more than just a day

Black Friday is almost here - but has it already peaked?

Black Friday has long been the cornerstone of holiday shopping, but its evolution into a week-long retail extravaganza has shifted the game for brands, especially on platforms like Amazon. With record-breaking sales in 2023 and a growing trend of early shopping behaviors, this year's Black Friday season is already looking to be bigger than ever. For ecommerce brands, the key to success lies in understanding the trends, leveraging ecommerce tools like Ignite, and staying agile with advertising strategies.

In this article we will dive into what Black Friday means today with our focus mainly on Amazon as it remains the key platform for this retail period, with 88% of Black Friday shoppers shopping on Amazon in 2023 (according to this study).

Black Friday: It’s more than just a day

Black Friday is no longer limited to a single day. And for the first time this year, Amazon extended its Black Friday ‘week’ from November 21 to December 2, transforming the one-day rush into an extended sales period. This is the longest sales period on the platform we’ve seen so far. This strategy aligns with shopper behavior, as search term trends show significant activity well before the official Black Friday date.

For example, in the week commencing November 24, the term ‘Black Friday deals 2024’ was already the 13th most searched term on Amazon UK, with similar trends observed globally. By tracking search volume through Ignite, brands can anticipate demand and optimize campaigns for maximum impact during this high-traffic period.

Search term trends for ‘Black Friday deals 2024’ starting trending from as early as 31st October.

The power of data-driven advertising strategies

To thrive in the competitive Black Friday landscape, brands need to make data-informed decisions quickly. Ignite offer real-time insights into search term trends, popular keywords, and category-specific performance, helping brands maximize their advertising budgets.

What does optimizing campaigns with data look like?

• Identify Trending Search Terms: Use Ignite to uncover the most relevant keywords in real time, such as ‘Black Friday 2024’.
• Category-Specific Trends: Drill down into your niche to find winning ASINs and competitor brands that are capturing click share.
• Competitor Targeting: Pinpoint these competitor ASINs to implement manual keyword and product targeting strategies, increasing visibility and conversions.

For example, in the air fryers category, ‘Ninja air fryer’ leads with strong performance metrics, while competitor ASIN targeting reveals top-performing products such as Tefal Easy Fry Mega and Tower Xpress Pro.

Top categories on Amazon

According to our tool ignite the top three categories this Black Friday will be: 

• Electricals: Kindle reigns as the top searched term, with Amazon’s Paperwhite 16GB capturing 25% of click share.
• Toys: LEGO remains a Black Friday favourite, offering discounts of up to 70% off its LEGO Classic Bricks suitcase.
• Gifting: Terms like ‘gifts for women’ are climbing in search volume, with popular brands like Pandora and Bayliss & Harding leading conversions.

Preparing for Black Friday success

With Black Friday evolving into a multi-day event, brands must adopt a proactive, data-driven approach to stand out. Key strategies include:

• Plan Early: Launch campaigns well in advance to capture early shoppers.
• Leverage Insights: Use eCommerce platform such as Ignite to identify trending keywords and high-performing categories.
• Stay Agile: Adjust advertising strategies in real-time based on search trends and competitor activity.

Black Friday has transformed into a prolonged event, redefining how brands approach retail media and advertising. By utilizing advanced tools like Ignite and crafting targeted, reactive strategies, brands can maximize visibility, drive conversions, and capitalize on this critical shopping period. At Jellyfish Commerce, we’re here to help you navigate the complexities of ecommerce and thrive in the ever-changing retail landscape.

Let Black Friday 2024 be your brand’s moment to shine.