{"id":10674,"date":"2024-12-19T15:42:28","date_gmt":"2024-12-19T15:42:28","guid":{"rendered":"https:\/\/smarter-ecommerce.com\/blog\/en\/?p=10674"},"modified":"2025-01-21T16:19:32","modified_gmt":"2025-01-21T16:19:32","slug":"black-friday-2024-recap","status":"publish","type":"post","link":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/black-friday-2024-recap\/","title":{"rendered":"Black Friday 2024:\u00a0Record-breaking sales. But at what cost? A recap"},"content":{"rendered":"\n<p>Black Friday came, saw, and conquered, leaving behind impressive sales figures\u2014and even more questions for e-commerce advertisers. Sure, the US still wears the crown with a 5% year-over-year surge in online sales, but Europe wasn\u2019t far behind, riding the same wave with some compelling trends of its own. The real question? Were the profits as hefty as the sales figures suggest?<\/p>\n\n\n\n<p>Let\u2019s break it down.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/black-friday-2024-recap\/#record-sales-razor-thin-margins\" >Record sales, razor-thin margins?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/black-friday-2024-recap\/#black-friday-winners-vs-wannabes-what-set-them-apart\" >Black Friday winners vs. wannabes: What set them apart?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/black-friday-2024-recap\/#whats-behind-the-cpc-dip\" >What\u2019s behind the CPC dip?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/black-friday-2024-recap\/#consumer-trends-what-we-learned\" >Consumer trends: What we learned<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/black-friday-2024-recap\/#bigger-carts-bigger-questions\" >Bigger carts, bigger questions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/black-friday-2024-recap\/#2025-get-ahead-of-the-curve\" >2025: Get ahead of the curve<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/black-friday-2024-recap\/#conclusion-turning-data-into-strategy\" >Conclusion: Turning data into strategy<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"h-record-sales-razor-thin-margins\"><span class=\"ez-toc-section\" id=\"record-sales-razor-thin-margins\"><\/span><strong>Record sales, razor-thin margins?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>This Black Friday, savvy advertisers celebrated with higher conversion rates, lower CPCs, and rising AOVs. Sounds like a dream, right? But here\u2019s the rub: beneath the surface, the dynamics of ecommerce advertising are shifting. And not everyone came out on top.<\/p>\n\n\n\n<p>Here\u2019s what stood out in Europe:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Conversions skyrocketed<\/strong>: Median conversion volumes <strong>jumped 16%<\/strong> year-over-year. If you felt the buzz, you weren\u2019t imagining it\u2014consumers were primed to shop.<\/li>\n\n\n\n<li><strong>Efficiency improved<\/strong>: Median ROAS climbed to <strong>5.7<\/strong> from last year\u2019s 4.6. This wasn\u2019t luck\u2014it was smart, data-driven strategies.<\/li>\n\n\n\n<li><strong>CPCs dropped<\/strong>: A surprising <strong>10.7%<\/strong> lower than last year. Good news for budgets, but why?<\/li>\n\n\n\n<li><strong>AOV got a boost<\/strong>: Average Order Value increased nearly <strong>9%<\/strong>, showing a shift towards premium products and smarter discounting.<\/li>\n\n\n\n<li><strong>Timing was everything<\/strong>: Conversion peaks stayed predictable\u2014post-dinner shopping dominated, with a clear spike between 8\u20139 PM.<\/li>\n<\/ul>\n\n\n\n<p>All this sounds like a victory, but here\u2019s the twist: only the advertisers who prepared and adapted reaped these rewards.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/a.storyblok.com\/f\/42081\/1494x920\/bf55b4970a\/1733497140815.jpeg\" alt=\"\" style=\"width:616px;height:auto\"\/><figcaption class=\"wp-element-caption\">Conversion&nbsp;Rates and AOV rose significantly this Black Friday, while CPCs saw an impressive low.<\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-black-friday-winners-vs-wannabes-what-set-them-apart\"><span class=\"ez-toc-section\" id=\"black-friday-winners-vs-wannabes-what-set-them-apart\"><\/span>Black Friday winners vs. wannabes: What set them apart?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>For some advertisers, this year\u2019s Black Friday felt like a winning lottery ticket. For others? A grim reminder that strategy matters. What set the winners apart?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Preparation ruled<\/strong>: Testing creatives, dynamic bidding, and budgeting for peak hours were key.<\/li>\n\n\n\n<li><strong>Segmentation worked wonders<\/strong>: Campaigns tailored to specific products or audience segments delivered higher ROAS and AOV.<\/li>\n\n\n\n<li><strong>Timing was king<\/strong>: Those who saved budgets for late-night peaks capitalized on lower CPCs and higher volumes.<\/li>\n<\/ul>\n\n\n\n<p>The takeaway? Flexibility and alignment with consumer behavior made all the difference. Without it, many advertisers struggled to stay competitive.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/a.storyblok.com\/f\/42081\/2240x1076\/63c618a637\/screenshot-2024-12-10-at-12-31-06.png\" alt=\"\" style=\"width:684px;height:auto\"\/><figcaption class=\"wp-element-caption\">One trend we saw repeating in 2024:&nbsp;Conversions&nbsp;on Black Friday peaked around 8:00 pm. Late-day-shoppers have become the customers to target.<\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-s-behind-the-cpc-dip\"><span class=\"ez-toc-section\" id=\"whats-behind-the-cpc-dip\"><\/span>What\u2019s behind the CPC dip?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>A nearly 11% drop in CPCs might seem counterintuitive, but the reasons tell a story about the changing ad landscape:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Temu\u2019s pullback<\/strong>: The giant was notably absent in many auctions, appearing in only 53% of advertisers\u2019 campaigns compared to 70% last year.<\/li>\n\n\n\n<li><strong>A broader slowdown<\/strong>: SHEIN and AliExpress also eased up, echoing a general trend among discount-heavy competitors.<\/li>\n\n\n\n<li><strong>China\u2019s ad retreat<\/strong>: Visibility for major Chinese advertisers hit six-month lows, opening opportunities for smaller players.<\/li>\n<\/ol>\n\n\n\n<p>For many, this leveled the playing field, letting mid-sized advertisers step into the spotlight. <\/p>\n\n\n\n<p>Advertisers leveraging retargeting and evening-hour strategies&nbsp;<strong>likely saw the biggest gains.<\/strong><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/a.storyblok.com\/f\/42081\/800x472\/81763e2ded\/1733772037277.jpeg\" alt=\"\" style=\"width:472px;height:auto\"\/><figcaption class=\"wp-element-caption\">TEMU significantly reduced its ad spend over the month of November. Levelling the playing field for small-to-mid-sized businesses to compete.<\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-consumer-trends-what-we-learned\"><span class=\"ez-toc-section\" id=\"consumer-trends-what-we-learned\"><\/span>Consumer trends: What we learned<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Consumer habits are evolving\u2014and understanding them is non-negotiable for future success. Here\u2019s what this year taught us:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Morning warriors<\/strong>: Early birds hunted deals before the day even began, pushing morning conversion rates.<\/li>\n\n\n\n<li><strong>Night owls<\/strong>: As always, the 8 PM peak was a goldmine. Retargeting and urgency-driven offers sealed the deal.<\/li>\n\n\n\n<li><strong>CPCs fluctuated<\/strong>: Costs dipped as the day went on, creating opportunities for those with leftover budgets.<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/a.storyblok.com\/f\/42081\/2244x1072\/ac160fe6e1\/screenshot-2024-12-10-at-12-48-19.png\" alt=\"\" style=\"width:589px;height:auto\"\/><figcaption class=\"wp-element-caption\">CPCs dipped throughout the day, hitting a significant&nbsp;low past 8:00 pm.<\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-bigger-carts-bigger-questions\"><span class=\"ez-toc-section\" id=\"bigger-carts-bigger-questions\"><\/span>Bigger carts, bigger questions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The nearly 9% jump in AOV was a bright spot, driven by:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Smart promotions<\/strong>: Bundles and tiered discounts nudged shoppers to spend more.<\/li>\n\n\n\n<li><strong>Premium purchases<\/strong>: Consumers weren\u2019t just bargain hunting\u2014they were splurging on quality.<\/li>\n\n\n\n<li><strong>Economic factors<\/strong>: Inflation nudged shoppers toward higher-value purchases over sheer volume.<\/li>\n<\/ul>\n\n\n\n<p>The lesson? High-value customers are still there, but capturing their attention requires precision.<\/p>\n\n\n\n<p><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/a.storyblok.com\/f\/42081\/2242x1058\/2dc59b431c\/screenshot-2024-12-10-at-12-39-35.png\" alt=\"\" style=\"width:561px;height:auto\"\/><figcaption class=\"wp-element-caption\">Average Order Value (AOV) saw an impressive increase in 2024 YoY.<\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-2025-get-ahead-of-the-curve\"><span class=\"ez-toc-section\" id=\"2025-get-ahead-of-the-curve\"><\/span>2025: Get ahead of the curve<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>If Black Friday 2024 taught us anything, it\u2019s that preparation and adaptability are non-negotiable. Here\u2019s how to set yourself up for success next year:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Budget for late-night peaks<\/strong>: Consumer habits don\u2019t lie\u20148 PM is when the magic happens.<\/li>\n\n\n\n<li><strong>Lean into smarter segmentation<\/strong>: ROAS and AOV climbed for campaigns targeting specific products or customer profiles.<\/li>\n\n\n\n<li><strong>Push AOV growth strategies<\/strong>: Premium products and bundles aren\u2019t just trends\u2014they\u2019re tools.<\/li>\n\n\n\n<li><strong>Watch your competition<\/strong>: Temu\u2019s pullback won\u2019t last forever. Keep an eye on major players and be ready to pivot.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-conclusion-turning-data-into-strategy\"><span class=\"ez-toc-section\" id=\"conclusion-turning-data-into-strategy\"><\/span>Conclusion: Turning data into strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Black Friday isn\u2019t just a sales event\u2014it\u2019s a lesson in adapting to market trends. For 2025, the name of the game is using insights to drive better campaigns. Whether it\u2019s smarter segmentation or timing your spend to perfection, the tools are in your hands.<\/p>\n\n\n\n<p>Want to make 2025 your best year yet? Start planning now. Because if one thing\u2019s clear, it\u2019s that the winners aren\u2019t waiting until November to get their game plans in place.<\/p>\n\n\n\n<p>Want to stay ahead of the curve? <a href=\"https:\/\/go.smarter-ecommerce.com\/linkedin\">Follow us<\/a> on LinkedIn and subscribe to&nbsp;<strong><a href=\"https:\/\/www.linkedin.com\/newsletters\/smec-insights-6934793162548817920\">smec Insights<\/a><\/strong>, our LinkedIn Newsletter. It&#8217;s your ticket to timely updates and fresh content, just like this one \u2014 delivered straight to you, right when it matters most!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Black Friday came, saw, and conquered, leaving behind impressive sales figures\u2014and even more questions for e-commerce advertisers. Sure, the US still wears the crown with a 5% year-over-year surge in online sales, but Europe wasn\u2019t far behind, riding the same wave with some compelling trends of its own. The real &#8230;<\/p>\n","protected":false},"author":91,"featured_media":10676,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[479],"tags":[704],"class_list":["post-10674","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads","tag-microblog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Black Friday 2024 Recap: Record-breaking sales. But at what cost?<\/title>\n<meta name=\"description\" content=\"Discover key Black Friday 2024 insights: conversion peaks, CPC drops, rising AOVs. Learn strategies to dominate 2025 with smarter ad tactics.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/black-friday-2024-recap\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Black Friday 2024:\u00a0Record-breaking sales. But at what cost? A recap\" \/>\n<meta property=\"og:description\" content=\"Discover key Black Friday 2024 insights: conversion peaks, CPC drops, rising AOVs. Learn strategies to dominate 2025 with smarter ad tactics.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/black-friday-2024-recap\/\" \/>\n<meta property=\"og:site_name\" content=\"smec Blog | Follow current Ecommerce News, Trends &amp; Insights\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SmarterEcommerce\" \/>\n<meta property=\"article:published_time\" content=\"2024-12-19T15:42:28+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-21T16:19:32+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2024\/12\/blackf-close-look.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1400\" \/>\n\t<meta property=\"og:image:height\" content=\"788\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Manuel Baudisch\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@smec\" \/>\n<meta name=\"twitter:site\" content=\"@smec\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Manuel Baudisch\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/black-friday-2024-recap\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/black-friday-2024-recap\\\/\"},\"author\":{\"name\":\"Manuel Baudisch\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#\\\/schema\\\/person\\\/38eb8d206c5edd0853ed71b5dc268d43\"},\"headline\":\"Black Friday 2024:\u00a0Record-breaking sales. 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He\u2019s a master at demystifying Google Ads automation, optimizing Performance Max (PMax), and making AI work for, not against, advertisers. Whether tackling ROAS addiction, PMax black-box frustrations, or AI-driven campaign strategies, he delivers practical, no-nonsense insights that help ecommerce brands thrive in an era of rising ad costs and limited transparency. [linebreak] Through \\\"Conversion Corner,\\\" he brings weekly deep dives into ecommerce trends, Google Ads tactics, and cutting-edge digital marketing strategies\u2014helping retailers stay ahead of the curve. And if you prefer your insights with a side of entertainment, you\u2019ll find him as the main star of \\\"ROASted,\\\" where he breaks down PPC mistakes, roasts bad ad setups, and calls out what\u2019s working (and what\u2019s not) in digital advertising. [linebreak] Manuel is more than just a content creator\u2014he\u2019s a trusted expert in PPC, AI-driven ad strategies, and cross-channel optimization. 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