Ecommerce brands will have plenty to cheer about this holiday season if recent shopping trends continue. In 2024, total ecommerce sales hit $10.8 billion on Black Friday. Two days later, Cyber Monday sales hit a record $13.3 billion. Data from ecommerce payment platform Stripe also supports the trend: businesses processed more than $18.6 billion over Black Friday and Cyber Monday (BFCM) globally in 2023, and $31 billion globally across  BFCM 2024. 

Compared to online shopping, in-store retail didn’t fare nearly as well. Brick and mortar stores saw just a 0.7% increase compared to last year’s Black Friday, which is one more reason to suggest ecommerce dominance is here to stay (at least when it comes to holiday deals). Although sluggish in-store sales may have more to do with shoppers avoiding the crowds than shopping online, 2024 results still predict a bright future for ecommerce brands. 

Top-Selling Categories: Jewelry, Apparel, and Electronics Shine in 2024

Ecommerce sales were up by more than 14% this year, with jewelry, electronics, and apparel topping the gift-giving categories. Millennials and Gen Z, in particular, make up 44% of the transactions from jewelry retailers in 2024. Even foot traffic, which was lagging alongside in-store retail volume, was up for the jewelry sector – suggesting that jewelry is one area where buyers enjoy a browse. 

Ecomm clothing sales were also strong this year, although this is an area where online sales ruled. According to McKinsey’s Business of Fashion, the shorter holiday shopping season (26 days between Black Friday and Christmas, compared to 2023’s 31) might have pushed customers to shop, but also may have pushed brands towards steeper markdowns. While Gen Z customers in particular have been part of a trend towards brick and mortar sales, shopping trends indicate that on Black Friday, shoppers prefer going online to compare. 

The Rise of Mobile Shopping: 80% of Ecommerce Traffic Goes Mobile

Electronics were also a major buy, with Salesforce 2024 BFCM report suggesting that online spending peaked on Black Friday for tech. It was a welcome change after months of slow sales – a move Salesforce suggests indicates shoppers were waiting out the best deal. 

Salesforce’s report also suggests that mobile shopping is now 70% of ecommerce – although its definition of “mobile” is unclear. While it may well be true that shoppers are placing more faith in smartphones (look at platforms like TikTok shop), “mobile purchases” could mean Android tablets or other iOS devices, too. Given that iPads generated Apple’s strongest growth in 2024, and the larger, more keyboard friendly setup might be where mobile buyers really live. In any case, more than 80% of ecommerce traffic did come from mobile this BFCM – so brands should make sure to optimize the mobile shopping experience for users. 

Amazon’s BFCM Success: Discounts and Retail Technology Lead the Way

Online shopping is back, and Amazon sales were the highest ever during BFCM. Compared to Amazon’s 2023 report on BFCM, though, it’s clear that value is the focus for 2024. Amazon’s 2024 BFCM report highlights Amazon’s price advantages over competitors, speaking to shoppers seeking the same kind of “retail therapy” they might get from companies like Shein or Temu, plus added value from speedy delivery. 

Compared to Amazon’s press report for 2023, its 2024 BFCM report also focuses on the new technologies Amazon is planning to use – positioning Amazon not just as a retailer, but reminding shoppers it's a technology company, too. This fits with the brand’s overall narrative, positioning tools like Amazon Web Services, AI assistant Rufus, and personalized shopping features as the future of retail. 

What 2024 BFCM Trends Mean for the Future of Ecommerce Brands

With ecommerce dominating the shopping scene this Black Friday and Cyber Monday, the future looks bright for merchants. Creating a fun, comfortable, and affordable shopping experience online led to big wins with shoppers – and plenty to look forward to next year.

Boost Your Post-BFCM Growth with Receipt Funding

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Skip the calls and the waiting—simply upload your receipts and get funded in as little as 24 hours. It’s fast, easy, and designed to keep your business sleighing through the holiday season.