Black Friday 2024 brought the excitement we all expect—big deals, lots of ads, and some surprises in shopper behavior. Let’s look at how things played out, from the most popular categories to how Amazon and Walmart performed.

Top Categories in Focus

This year, shoppers showed clear favorites:

  • Home & Kitchen was the top pick, pulling in 19.5% of the ad spend, thanks to people hunting for holiday essentials.
  • Clothing, Shoes & Jewelry followed with 13.0%, proving that gifting (and treating yourself) never goes out of style.
  • Home products took 11.5%, with décor and practical items staying in demand.
  • Toys & Games and Sports & Outdoors rounded the list, contributing around 6.8%. Gifting for kids and fitness enthusiasts was a priority this season.

Amazon and Walmart: A Quick Recap

Amazon’s ad spend grew by 13.8%, while Walmart saw an even more significant boost with a 16.9% increase. Amazon kept CPC steady with a slight drop, while Walmart saw a small rise in CPC. Each platform had its strengths—Amazon led in total ad spend, while Walmart showed impressive growth, proving it’s becoming a serious competitor in the holiday shopping game.

Key Insights on Overall Performance

This year, a lot of exciting things stood out:

  • Shoppers were more cautious. Conversion rates dropped by 11%, which means people spent more time researching and comparing before buying the item. 
  • Advertisers went all in, spending more and targeting shoppers with personalized ads. The focus was on catching attention in a crowded market.
  • While some campaigns saw immediate results, others might show better numbers later. However, delayed attribution from post-event purchases may improve these figures as more data is tracked.

What Sellers Can Take Away from This

  • Stick with the Favorites: Focus your ads on popular categories like Home & Kitchen or Toys & Games to ride the demand wave.
  • Be Smart with Spending: Keep an eye on CPC trends and adjust bids to get the most out of your budget.
  • Be Patient: Sometimes, sales don’t happen instantly. Post-event numbers might show better results, so don’t forget to analyze the full picture.

Black Friday 2024 had its fluctuations, but it is clear that e-commerce remains as competitive as ever. The key for sellers is to stay flexible, monitor what customers are doing, and fine-tune their strategies to stand out. Here’s to wrapping up the holiday season strong!