Online Shopping Trends During Black Friday
According to recent data, online shopping in Spain increased by 4% year-on-year during the last Black Friday, despite a 13% reduction in the average discount rate compared to the previous year. This data was collected by Salesforce from over 1.5 billion buyers worldwide.
Global Online Sales
Globally, online sales during Black Friday increased by 5% compared to the previous year, reaching $74.4 billion. However, in the EU, the increase was significantly smaller, with a rise of only 1.4%. For the total of Cyber Week, sales are expected to reach $51 billion worldwide, compared to $48.4 billion in 2023.
Role of AI and Autonomous Agents
AI and autonomous agents played a significant role in driving sales, with $14.1 billion in global sales attributed to these technologies. Additionally, merchants using generative AI saw a 9% higher conversion rate compared to those not using this technology.
Mobile Devices and Digital Channels
Mobile devices were the preferred tool for buying on Black Friday, accounting for 80% of global traffic and 69% of all orders. Buyers also turned to new digital channels based on AI, with a 31% year-on-year growth in the use of AI-powered online chats.
Sector Performance
Salesforce analyzed the performance of different sectors during Black Friday, with the following results:
Sectors with the Greatest Growth Globally
- Luxury bags (+23%)
- Appliances (+18%)
- Dining, art, and decoration (+17%)
- Bags and suitcases in general (+16%)
Sectors with the Highest Average Discount Rate Globally
- Makeup (39%)
- Skin care (35%)
- Clothing in general (34%)
Sectors with the Highest Growth in the EU
- Health and beauty (including makeup, skin care, and hair care) (+13%)
- Footwear and bags in general (+6%)
- Food and beverages (+3%)
EU Verticals with the Highest Average Discount Rate
- General clothing (26%)
- Health and beauty (makeup, skin care, and hair care) (24%)
- Electronics and toys (21%)
Expert Insights
According to Caila Schwartz, Director of Consumer Insights at Salesforce, “By harnessing the potential of AI and conversations with autonomous agents, retailers are better equipped to address the needs of their shoppers and drive them to the purchase button. Digital merchants that use generative AI and agents in their customer service experiences reported a 9% higher conversion rate compared to those that do not.”