The 2024 Black Friday-Cyber Monday (BFCM) period has broken records, offering key insights for media buyers and advertisers about where consumer dollars are flowing and how to maximise campaign impact during peak shopping periods.
In Australia, Shopify merchants saw a 14% increase in purchases, a 23% jump in average cart size to $199.12 AUD, and 29% growth in point-of-sale (POS) transactions year-on-year. Globally, Cyber Monday hit a new record with USD $13.3 billion in sales, up 7.3% from last year, as shoppers took advantage of strong discounts.
Mobile shopping dominated both locally and globally, with 74% of transactions in Australia and 57% worldwide made on mobile devices. This is a clear signal that brands must continue to prioritise mobile-first ad strategies and seamless user experiences to capture consumer intent effectively.
Key takeaways for media spend
Peak Moments Drive ROI: In Australia, the highest shopping hour was 9 PM AEST on Cyber Monday. Globally, Cyber Monday’s peak was 8 PM-10 PM EST, where consumers spent $15.8 million every minute. Time-sensitive campaigns targeting these peak hours offer maximum exposure and conversion potential.
Target Cities and Categories: For Australian campaigns, Melbourne, Sydney, and Brisbane dominated sales, with top-performing categories including cosmetics, activewear, and fitness products. Globally, categories such as toys, electronics, and apparel led sales, making them critical for ad targeting.
Omnichannel is Key: The 29% increase in POS transactions in Australia reflects the growing importance of in-store shopping during BFCM. Advertisers should look at strategies that bridge online and offline channels, leveraging location-based marketing to drive foot traffic.
Generative AI and influencers shape shopping trends
Emerging technologies and platforms have reshaped the way consumers interact with brands. Adobe Analytics highlighted a 1,950% increase in chatbot-driven traffic, powered by generative AI, as shoppers used bots to discover deals or locate products efficiently. Meanwhile, social influencers accounted for 20.3% of Cyber Monday revenue, outperforming general social media conversion rates by six times.
For media buyers, this underscores the need to integrate AI-driven tools and influencer marketing into campaigns. Influencers, particularly those in niche markets, are proving instrumental in driving last-mile conversions.
Where to put your dollars
With mobile driving 74% of transactions in Australia and influencing $7.6 billion globally on Cyber Monday alone, mobile-first strategies are a must. In addition, the surge in consumer spend during late-night peak hours highlights the importance of time-specific digital buys and dynamic ad placements that cater to spontaneous purchasing behavior.
For brands focused on long-term engagement, leveraging data from this year’s BFCM to inform retargeting efforts for the post-holiday season is crucial. Strategic investments in AI-driven customer journeys and influencer partnerships will also deliver outsized returns as these trends grow.
The results are clear: e-commerce, omnichannel, and AI-driven campaigns are the way forward. Advertisers and media buyers who act on these insights will be best placed to capture attention and maximise ROI in the year ahead.