Black Friday and Cyber Monday (BFCM) in 2024 once again set new records, confirming the resilience of both brands and consumers amid a complex economic landscape. This year, despite easing inflation and rising consumer confidence, financial caution remained a factor. Rising energy costs, services inflation, and mortgage renewals continued to influence purchasing decisions, prompting shoppers to be more selective. What were the key trends and strategies from BFCM 2024 - from creative approaches, affiliate marketing, on-site optimisation, and performance highlights?

Black Friday is without a doubt one of the biggest shopping periods of the year, marginally topped by the weekend before Christmas, for all of those last minute holiday shoppers. 2023 has been a year defined by high inflation rates and a cost of living crisis, and due to the poorer climate earlier in the year, a number of brands shifted targets into Q4.

We’ve taken a look at the broader creative and visual trends we’ve seen emerging over the summer, highlighting some of our favourites, and looking forward to what they mean for the future.