The 2024 holiday shopping season is set to be one of the most rewarding sales opportunities yet. With global retail sales expected to surpass $1.19 trillion(1) during November and December alone, the opportunities for brands and businesses are enormous. Black Friday, Cyber Monday, and Year-End sales are prime opportunities to boost revenue, but competition is fierce.
In 2023, Cyber Monday alone saw $12.4 billion in global sales, and with a forecasted 2% increase in overall holiday spending this year, 2024 is shaping up to be even bigger (Source: Salesforce).
Download our Holiday Playbook below for an in-depth look into how to maximize your opportunities on the upcoming holiday sales season.
What's in the Article?
What To Expect for the 2024 Holidays?
So, who will be shopping, and what will they be buying?
In short: everyone, and everything! Millennials (40%) and Gen Z (35%) will make up the largest portion of holiday shoppers, with a strong preference for buying electronics, apparel, and beauty products. Consumers will predominantly be shopping online, with over 71% of shoppers making their purchases via mobile devices, though in-store shopping still plays a key role for last-minute buyers.
When will they be hitting “purchase”?
Early shopping is a major trend this year, with 45% of consumers starting their holiday shopping in October or even earlier. However, don’t forget about those last-minute shoppers—30% of purchases will happen in the week before Christmas, often driven by fast shipping options and digital gift cards. With the stage set for massive sales, here’s what you can expect for the 2024 holiday season and how you can ensure your brand stands out.
Key Trends and Insights
1. Early Shopping is Here to Stay
Did you know that in 2023, 55% of shoppers started their holiday shopping before Thanksgiving? That’s right—people are kicking off their shopping sprees earlier than ever. Major retailers like Amazon and Walmart are responding to this trend by launching early sales events in October, and the results speak for themselves.
In 2024, expect even more consumers to shop early. Salesforce predicts that global sales will increase by 2% during November-December, reaching $1.19 trillion. What does this mean for you? Don’t wait until Black Friday to get your campaigns rolling. Start early, tease your best deals, and capture those eager buyers before your competition does.
Pro Tip: Leverage AI tools on platforms like Meta and Google to personalize early-bird offers. AI can help you predict consumer behavior and optimize ads, allowing you to reach your audience more effectively.
2. The Dominance of Mobile Shopping
We’ve been saying it for years, but it’s truer than ever: mobile is king. In 2023, mobile commerce accounted for 51.1% of online spend, amounting to a record $113.5 billion, according to Adobe Analytics. In 2024, mobile is expected to dominate even more, with most holiday shoppers completing their purchases via smartphones.
Is your website mobile-optimized? If not, now’s the time. A smooth mobile experience is crucial for keeping shoppers on your site and guiding them through checkout without a hitch.
Question to consider: Is your mobile site experience ready to handle the holiday rush?
3. Black Friday vs. Cyber Monday: Where to Focus?
Black Friday has long been a massive in-store shopping event, but online sales are taking over. In 2023, $6.4 billion was spent by U.S. consumers on Black Friday, and a staggering $12.4 billion globally on Cyber Monday. Expect these numbers to continue climbing in 2024 as more people turn to online deals.
The shift to e-commerce doesn’t mean you should forget about your in-store strategy, though. Hybrid shopping experiences like “Buy Online, Pick Up In-Store” (BOPIS) are more popular than ever. Make sure your holiday campaign integrates both online and offline elements to maximize your reach.
Pro Tip: Platforms like Meta and TikTok offer AI-powered personalization tools to make sure your ads are seen by the right audience at the right time.
4. The Rise of Social Commerce and AI Tools
Social media is more than just a place to post cute holiday photos—it’s a powerful sales driver. Platforms like TikTok and Instagram are transforming how people discover and buy products. In fact, TikTok users are 1.3x more likely to make impulse purchases compared to other platforms.
Why not harness the power of AI to drive your social media campaigns? Tools like Meta’s Advantage+ Shopping Campaigns automatically adjust your ads and budget in real-time based on auction performance and customer behavior. This means less manual work for you and more effective campaigns that capture the right shoppers.
5. Leveraging Influencers and Short-Form Video
Influencers and short-form videos are here to stay. From Instagram Reels to TikTok videos, these formats are dominating consumer attention. In fact, Reels now account for 57% of the time spent on Instagram, and Sephora’s influencer-driven campaigns led to a 20% lift in brand favorability.
Using AI-powered dynamic creative tools, you can personalize ads for different audiences, showcasing product variations based on shopper behavior. Whether it’s a behind-the-scenes look or a quick product demo, short, snappy videos will keep your audience engaged throughout the holiday season.
Pro Tip: Use polls, stickers, and interactive elements on platforms like TikTok and Instagram to engage your audience and drive immediate action.
Ponds’ Interactive Story Ads
6. Last Minute Shoppers: Don’t Forget About Them
While early shopping is on the rise, there are still plenty of last-minute shoppers. In fact, 30% of holiday shoppers made purchases in the week before Christmas. These buyers are often looking for fast shipping options, so make sure your website offers express delivery and digital gift cards.
Want to capture these latecomers? Make sure your final push highlights urgency—think “last chance to order” or “gifts guaranteed to arrive by Christmas.”
The Power of Creatives in Your Holiday Campaigns
No matter how perfect your product or offer is, if your creatives don’t stand out, your campaign could fall flat. During the holiday season, when consumers are bombarded with ads, it’s more important than ever to capture attention with compelling visuals and engaging messaging. In fact, according to Meta, ads with high-quality creatives can increase ROI by up to 4 times
How VMG Digital Can Help You Win This Holiday Season?
From eye-catching short-form videos on TikTok to dynamic carousel ads on Instagram, the right creative can make all the difference in driving engagement and conversions. This is where VMG Digital comes in. We specialize in crafting personalized, data-driven ad creatives that not only cut through the noise but also resonate with your target audience. Whether you’re looking to leverage AI tools, create captivating social media ads, or optimize for mobile, we have the expertise to help you succeed.
We are a TikTok, Meta, Google, and Snapchat-partnered creative agency, giving us special access to different trends, best practices, insights, and more. We’ve been recently recognized by Sprout Social to be one of the best TikTok Creative Agencies in 2023. We’ve worked with brands across the globe, to create personalized campaigns that cut drives conversion. And guess what? We can do the same for you.
Ready to win big this holiday season? Download our 2024 Holiday Playbook now to get more in-depth insights and actionable strategies. You can also schedule a free consultation with us to start crafting your winning holiday campaign today!
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Frequently Asked Questions About AR
How early should I start my holiday campaign?
To maximize your chances of success, you should start your holiday campaign as early as October. In 2023, 55% of shoppers began holiday shopping before Thanksgiving, and this trend is expected to grow in 2024. Launching early allows you to engage early-bird shoppers, build momentum, and position your brand before the major shopping days like Black Friday and Cyber Monday.
How do I develop a successful holiday campaign?
A good holiday campaign combines early preparation, personalized content, and strong visuals. Start by creating awareness early in the season with teaser ads and exclusive early-bird offers. Use AI tools on platforms like Meta and Google to personalize your ads based on consumer behavior, making sure your message reaches the right audience. Strong creatives are also crucial—engage your audience with interactive content like Instagram Reels, TikTok videos, or carousel ads.
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