Black Friday Trend Predictions 2023

October 6, 2023

October is well underway, which for ecommerce retailers, means Black Friday is just around the corner.

A pivotal date in the retail calendar, the 24th November marks the unofficial start of the holiday shopping season. In more recent years, the the rise of ecommerce has transformed the way consumers shop during this time, with online sales consistently outpacing brick-and-mortar purchases. 

As we approach the big day, we can see trends emerge that will shape this year’s shopping frenzy. Let’s explore the top trend predictions for Black Friday 2023.

Black Friday ecommerce trends

Extended Black Friday promotions

One trend that’s stuck in recent years is the extension of Black Friday promotions. Deals are no longer confined to a single day, instead retailers are making the most of the Black Friday hype by stretching the savings over several days or even weeks. This year, we can expect more ecommerce brands to adopt this strategy, offering early-bird discounts and exclusive pre-Black Friday sales to entice shoppers and reduce the strain on logistics and supply chains. Email marketing is a great channel for early-access campaigns, encouraging sign-ups by rewarding loyal customers with the chance to shop the sale first.

Discounts will be bigger than ever before

Unsurprisingly, inflation will play a part in many retailers’ discount strategies as savings are at the top of mind for buyers. A less stable economy means consumers are less willing to part with their money, so discounts will have to be extra tempting to make any Cyber Weekend purchases feel worth it. In a survey carried out by Numerator, 88% of consumers said inflation will have at least some impact on their holiday spending this year – 66% of them said that they’ll be looking for big bargains as a result.

Personalised shopping experiences

Personalisation is king in ecommerce, and Black Friday 2023 will be no exception. Shoppers are looking for tailored recommendations, exclusive offers, and curated shopping experiences. Ecommerce websites will leverage AI and machine learning algorithms to analyse customer data and serve up personalised product suggestions, creating a more engaging and relevant shopping journey.

Mobile shopping dominance

Mobile commerce continues to gain ground, and Black Friday 2023 will see an even greater shift towards mobile shopping. Retailers must optimise their websites and apps for mobile devices to accommodate the growing number of consumers who prefer shopping on their smartphones and tablets. Additionally, offering mobile-exclusive promotions and seamless mobile payment options will be crucial for success. For retailers who offer their own app, app-only offers may help to accelerate downloads over Cyber Weekend.

Hybrid shopping will continue to grow

Post pandemic, more and more consumers are beginning to favour the hybrid shopping model. Retailers who operate both ecommerce and brick-and-mortar stores should pay attention and ensure their Black Friday strategy offers a seamless experience across all channels. Many consumers like to carry out the research phase online, then make their purchase in store, while others prefer to order online then opt to collect in store to save on shipping fees. The convenience of online shopping still remains a huge factor, so merchants must ensure the checkout process is straightforward and as quick as possible. 

Sustainable shopping

Sustainability is a driving force in consumer behaviour, and shoppers are increasingly seeking eco-friendly and ethically sourced products. Expect to see more retailers highlighting their environmentally friendly practices and offering discounts on sustainable products during Black Friday.

More focus on sustainability may also see a shift towards resale platforms this year. Many consumers are gravitating towards resold goods not only because they want to be more sustainable, but to save money and get their hands on products faster. According to Salesforce, one in three consumers say they’ll buy a used item for someone else in the next few months.

Social commerce integration

Social media platforms have become powerful tools for ecommerce, and this trend will intensify over the coming months. Retailers will leverage social commerce features, such as shoppable posts and live streaming, to engage with customers directly on platforms like Instagram, Facebook, and TikTok. Collaborations with social media influencers will also play a significant role in driving sales during the Black Friday season.

Enhanced shipping and fulfilment options

Consumers have come to expect fast and reliable shipping, and ecommerce businesses will need to step up their game over Cyber Weekend. Offering multiple shipping options, including same-day or next-day delivery, will be essential to meet customer expectations. Retailers should also invest in efficient order fulfilment processes and transparent tracking to provide a superior shopping experience.

Augmented reality (AR) shopping

Augmented reality is poised to revolutionise the way consumers shop online. In 2023, more ecommerce businesses will adopt AR technology to enable virtual try-ons, product visualisation, and immersive shopping experiences. This trend will be especially prominent in industries like fashion, beauty, and home decor, as well as the luxury sector where brands have to work harder for online sales.

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