
64% of Black Friday Shoppers Were New Customers, with 80% of Purchases via Mobile: Insights from Bluecore
A new report from Bluecore reveals that 64% of digital shoppers during Black Friday 2024 were first-time buyers. Despite this influx of new customers, many retailers focused on re-engaging past customers and driving repeat purchases. The number of identified shoppers increased significantly, with retailers now knowing 30% of their customer base, up from 20% in 2023. Retailers that prioritized existing customers often saw a boost in order values, in some cases by as much as 10%.
Mobile dominated shopping behavior, accounting for up to 85% of Black Friday activity, particularly in the footwear category.
Key Findings from Bluecore’s Black Friday 2024 Analysis:
- Increased Shopper Identification: Retailers identified 30% of shoppers, up from 20% last year. However, 70% of Black Friday shoppers remain anonymous.
- Customer Strategies:
- New Shoppers: Categories like Accessories (78%), Footwear (72%), and Home (71%) saw the majority of purchases from first-time buyers.
- Repeat Shoppers: Retailers in categories such as Department Stores (56%), Apparel (46%), and Health & Beauty (42%) focused on repeat customers.
- Order Metrics:
- Average Order Value (AOV): Health & Beauty (+10%), Luxury (+8%), Sports & Hobbies (+6%), while categories like Footwear (-3%) and Accessories (-3%) saw declines.
- Order Volume: Accessories (+20%) and Department Stores (+7%) experienced increases, but sectors like Home (-15%) and Sports & Hobbies (-11%) declined.
- Mobile Dominance: Up to 85% of transactions occurred on mobile, with Footwear leading mobile sessions and Sporting Goods seeing the lowest mobile share at 59%.
Retailer Insights and Strategies
Jason Grunberg, CMO of Bluecore, emphasized that retailers prioritizing repeat customers often saw higher order values compared to those focusing solely on acquiring new customers. Given the increasing costs of customer acquisition, strategies aimed at deepening relationships with known customers can lead to higher profitability.
Bluecore’s Technology Advantage
Bluecore leverages AI to deliver personalized shopper experiences, helping retailers convert first-time buyers into loyal customers. Its platform integrates real-time product data and predictive models to automate personalized email, mobile, and paid media campaigns, optimizing communications based on shopper behavior.
Trusted by over 400 brands, including Tapestry, Express, and Alo Yoga, Bluecore empowers retailers to drive customer retention and maximize growth.
For more information, visit Bluecore’s official website.