If your business isn’t already feeling the rush of the upcoming holiday season, it’s probably right around the corner. As temperatures outside fall, the heat of the shopping season will only continue to rise. So, how can your team best prepare for BFCM 2024 and beyond? Are there any 2024 holiday shopping trends to keep your eyes on? And what are the impacts of Hurricane Helene shipping delays and the port workers' strike? In this blog, we’ll discuss everything your team can do to stay one step ahead and capitalize on the holiday shopping rush. Let’s start with some of the biggest trends heading into BFCM 2024.

‍

1. Q4 Spending Predictions

Google’s reports on the year’s four main buying cycles can help us get a clearer picture of when people will do their holiday shopping. It is estimated that 29% of shoppers will at least begin looking for gifts between October 1 and 31, and 22% will start between November 1 and Thanksgiving. Finally, 36% will do their shopping during the peak holiday season (BFCM 2024-Christmas Eve). The below graphic from DISQO showcases this trend more clearly.

‍

2. Calendar Shifts in 2024

The BFCM 2024 and holiday shopping season might feel slightly different this year because of a major calendar shift from 2023. With Thanksgiving taking place on November 28 this year, there are 5 fewer total shopping days compared to 2023. There will also only be 18-20 days between Thanksgiving and the shipping cutoff for Christmas. As a result, expect to see more of your potential customers be motivated to get more of their shopping done early.

‍

3. Presidential Election Year

Will there be an election-year advertising impact in 2024? Most likely. November’s race for the White House may make flat YoY performances more widespread among e-commerce brands. With more competition for ad space, prices for slots may quickly rise, and impulse buys among consumers may also drop due to the distractions surrounding the presidential election. Because of this, brands may need to launch deals earlier to avoid missing out in November.

‍

4. Influencing Buyer Behavior

One of the biggest questions heading into BFCM 2024 is when brands should realistically start advertising. Should you start in October? Is it better to take advantage of a potential shopping surge after the election in November? Or wait until the holidays are right on our doorsteps? Simply put, the sooner the better. It is worth noting, though, that many of your ideal consumers may need to be retargeted in December, as they may have held out on their holiday shopping to first make it through the election cycle and BFCM 2024. 

‍

5. Hurricane Impacts

The 2024 shopping season for BFCM and the following holidays will likely be impacted by Hurricane Helene and Hurricane Milton. These storms, which ravaged parts of Florida, Georgia, North Carolina, and Tennessee, also damaged some of the country’s major ports. The business disruptions and economic impacts could be more than $250 billion, according to AccuWeather. It’s important for your brand to keep an eye on the supply chain and take into account any shipping delays that could occur.

‍

6. Port Workers’ Strike Impacts

On top of the hurricanes, the International Longshoremen’s Association briefly went on strike, which halted work at many of the major ports across the U.S. While it only lasted for a couple of days in October, the port strikes could still impact BFCM 2024, especially for smaller businesses that have more limited stock. Shipping times for everything from perishable goods to toys to alcohol could be affected.

‍

BFCM 2024 Tips

Now that we’ve discussed some of the biggest holiday shopping trends for 2024, let’s set your brand up for success, shall we? Here are five of our top tips for driving sales and growth during BFCM 2024 and beyond.

‍

Provide Customers with Early Access

Whether you’re running a BFCM 2024 special or releasing limited edition products, provide your current customers with early access deals this BFCM. This will make them more likely to choose you over the competition, as it makes them feel more valued as consumers.

‍

Create VIP Experiences for Customers

In addition to early access deals for BFCM, it is important to generate a sense of FOMO among your customers. For example, you could craft a gated section of your website to house deals and exclusive products that are only available to those who have a password. VIP experiences for customers can be a great way to boost your brand’s awareness and reputation.

‍

Lean Into Social Media Marketing

One of the biggest shopping trends for 2024 is that the majority of Gen Z finds new products on social media. Brands that stick to print advertising are more than likely missing out. For example, MACHETE, one of our clients, saw a 3X return on ad spend (ROAS) in Q4 by leveraging paid media campaigns.

On top of social media marketing, it is important for your brand to stay on top of SEO trends. This can help you generate more views and clicks, whether through paid media or Google searches.

‍

Promote Loyalty Signups

Whether you’re preparing for BFCM 2024 or the Christmas sales rush, it can be game-changing to get customers signed up before the holiday season. This can give your brand more time to engage and convert new and existing customers.

‍

Continue Nurturing

Once BFCM 2024 has concluded, be sure your brand has a plan in place to continue engaging your target audience. SMS campaigns, emails, and other forms of content can keep your brand on their minds as you head into the close of Q4 and the start of Q1.

‍

FAQs

‍

What are the key dates for BFCM 2024?

Black Friday falls on November 29. Cyber Monday is on December 2.

‍

How will the 2024 presidential election impact holiday shopping?

Brands should be prepared for an election-year advertising impact in 2024. The election could lead to higher advertising costs and increased distractions, potentially pushing some holiday shoppers to delay purchases until later in the season.

‍

What are the best strategies for preparing for BFCM 2024?

You’ll want to keep your target audience engaged throughout the holiday season. Focus on strategies such as early access deals for BFCM, cohesive messaging across all mediums, and personalized shopping experiences.

‍

How can brands create a sense of urgency for BFCM 2024?

Leveraging limited-time offers, gated shopping experiences, and more can create a sense of FOMO among your target audience.