The holiday shopping season is the true "game day" for small business owners. With the 2024 holiday weekend shopping spree now behind us, it’s time to reflect on what went down, analyze what worked, and uncover insights to prepare for an even better year ahead.
2024 Holiday Weekend Shopping In Numbers
The 2024 holiday weekend—featuring major events like Black Friday, Small Business Saturday, and Cyber Monday—saw shoppers arrive in droves both in-store and online. Here are some of the most important statistics small business owners should know about this year’s shopping event.
Record-Breaking Spending
According to data from Adobe Analytics, holiday weekend online sales hit a record $12.7 billion on Black Friday alone, marking a 9% increase year-over-year. Cyber Monday followed suit, with sales growing to $14.5 billion—confirming it as the largest online shopping day in history.
However, it wasn’t just the big players seeing a bump. Over 59% of consumers reported shopping at small businesses, specifically on Small Business Saturday, and total spending for the day exceeded $20 billion. For small business owners, this demonstrates a continuing move toward supporting local enterprises.
Key Purchase Drivers
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Mobile Shopping accounted for 46% of online sales, highlighting the importance of mobile optimization for e-commerce platforms.
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Buy-Now Pay-Later services grew 18% compared to last year, showing that flexible financing options are becoming a decisive tool for converting sales.
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Social Media Ads drove a staggering 35% of traffic to small business websites this year, proving the effectiveness of strategic ad targeting.
Successful Small Business Strategies From The 2024 Holiday Weekend
Early And Aggressive Promotions Paid Off
Many small business owners leaned into extended holiday sales starting in early November. By engaging shoppers with “Black November” campaigns—pairing early discounts with email promotions—they were able to capture spending enthusiasm ahead of peak shopping dates.
Social Media Engagement Drove Awareness
Small business owners ramped up their social media presence during the weekend, pairing visually engaging posts with timely updates on limited-time offers. Instagram and TikTok, in particular, played pivotal roles in generating buzz.
Local Marketing Made A Difference On Small Business Saturday
On Small Business Saturday, hyper-local messaging proved to be a winning strategy. Personalized SMS campaigns and geo-targeted ads allowed brick-and-mortar stores to attract nearby shoppers. Community-oriented events like pop-up markets and coffee discounts further enhanced foot traffic.
Clear Shipping And Fulfillment Options Dominated
With more customers shopping online than ever, clear shipping policies and fast fulfillment determined who came out on top. Businesses that guaranteed same-day or 2-day shipping saw significantly higher conversion rates than those offering standard shipping without timelines.
Loyalty Programs Boosted Repeat Business
Many shoppers flocked toward brands with reward or loyalty programs, knowing their holiday purchases could lead to future benefits. Offering double points on holiday weekend purchases, for instance, inspired repeat visits and built long-term customer relationships.
Since 2005, Quikstone Capital Solutions has been a trusted advisor to thousands of merchants. Quikstone provides these merchants with easy, fast, and flexible working capital for all their business needs. If you need cash for your business, contact us today. We have only one goal: to help your business succeed.
