You Need a Better Black Friday Strategy 

The results are in: Black Friday is set to be a big deal again this year. Recent data from Google has revealed a striking upward trend — underscoring the critical importance of a strong marketing strategy. But your strategy is meaningless unless it’s supported by real insights and executed with precision.

Here’s what you need to know:

Black Friday Stats 

• Black Friday searches grew 88% from 2019 to 2023
• 51-66% of consumers made purchases during the Black Friday/Cyber Monday period
• During Cyber Week (which includes Black Friday), search volume increased:

• Cars: up 16% year-over-year
• Retail: up 21% year-over-year

• The week before Black Friday saw a 26% year-over-year increase in search volume
• Black Friday itself saw a 22% year-over-year increase in search volume

But what does that mean for your business?

Black Friday’s popularity continues to soar, with search volume skyrocketing 88% from 2019 to 2023 and spend expected to increase further. This remarkable growth signals an unprecedented opportunity for brands to connect with eager shoppers. However, it’s not just about being present online; it’s about being strategically positioned to capture and convert this surge in interest.

Gone are the days when Black Friday planning started in November. Savvy consumers are now beginning their Black Friday searches as early as August. This means you need a better campaign, and you need it to start earlier than ever. An extended shopping window demands a more nuanced, long-term approach to campaign planning and execution.

It’s More Than a Day

The data shows that between 51% and 66% of consumers purchased during the Black Friday/Cyber Monday period. However, most shoppers spread their purchases across November and early December — not just dropping money on those specific days. But what does this mean for retail businesses? Because of this extended shopping period, businesses need to keep their online ads going for longer and be ready to adapt them based on what customers are doing (and shopping for).

Cross-Industry Impact and Opportunities

Black Friday’s influence extends far beyond retail. During Cyber Week, which includes Black Friday, search volumes surged across diverse sectors: flights were up 22%, telco was up 46%, cars were up 16%, and retail was up 21% year-over-year.These figures highlight the broad-reaching impact of Black Friday and the potential for brands across various industries to take advantage of people’s interest in this shopping phenomenon.

The week leading up to Black Friday saw a 26% year-over-year increase in search volume, with Black Friday itself experiencing a 22% boost. For digital marketers, these impressive statistics further emphasise the need for a robust, data-driven approach to capture this increased interest — and to convert it into sales.

The Execution Advantage

James, Performance Lead at Blank Theory, explains: “Black Friday is no longer just a day—it’s a digital-first shopping season. The difference between success and missed opportunities lies in the execution of your digital strategy. It’s about leveraging data insights, optimising across all channels, and being agile enough to capitalise on emerging trends in real time.”

For the past five years, we’ve been perfecting Black Friday strategies while helping our clients run successful campaigns. Along the way, we’ve gathered valuable insights, and now we’re sharing them with you in our Black Friday marketing guide.

Blank Theory specialises in data-driven digital marketing strategies that help brands maximise their impact — during peak shopping periods and beyond. We don’t just plan; we adapt, optimise, and deliver results when it matters most. Contact us today for more information on how we can help your brand thrive during Black Friday.

References: Peak Performance Workshops, Melbourne, 29th AUG 2024 – Hosted by Google