This year’s Black Friday and Cyber Monday (BFCM) period showcased the transformational power of identity-driven triggered messaging and urgency in e-commerce. Brands that mastered these tactics reaped rewards as consumer behavior evolved to prioritize earlier planning, bigger purchases, and high-intensity, last-minute shopping. Let’s explore key insights from TheDEN partner Wunderkind and strategies that made this BFCM a revenue juggernaut.
Shopping Smarter, Buying Bigger
The 2024 holiday season wasn’t just about snagging deals; it was about shopping with intention. Consumers arrived ready to buy, with their prep starting days in advance.
- Earlier Prep Drives Purchases: This year, 42% of BFCM shoppers made at least one site visit in the week leading up to the event. This pre-shopping behavior filled the sales funnel and primed consumers for conversion when deals went live.
- Order Sizes Triple: On average, BFCM orders included three items per transaction, compared to just one in the prior week. This highlights how consumers are consolidating purchases, bundling items, and maximizing discounts.
- Surging Conversion Rates: E-commerce visits during BFCM were twice as likely to convert into purchases compared to pre-event visits, showcasing the potency of strategic promotions and personalized messaging.
The Role of Identity-Driven Messaging
Today’s shoppers are omnichannel pros, navigating devices and platforms seamlessly. Wunderkind’s identity and behavioral tracking technology helped brands unify these touchpoints, ensuring no sale slipped through the cracks.
- From Browsing to Buying: By linking consumer behavior across devices, Wunderkind enabled brands to recognize and engage users with precision. The result? Nearly 250 million triggered emails and 100 million texts, driving over $4 billion in sales.
- Cross-Device Mastery: Shoppers hopped between phones, tablets, and desktops. Identity-driven insights allowed brands to follow the customer journey seamlessly, delivering personalized offers at the right time.
Urgency Rules the Day
As always, urgency was the driving force behind BFCM success. Shoppers responded to real-time signals that played on their fear of missing out (FOMO).
- Real-Time Spikes: Conversion rates hit their peak on Cyber Monday at 9:50 p.m. ET, with additional surges just before midnight and into the early morning hours on the West Coast.
- Personalization Powers Conversions: Messages featuring low-stock alerts or price-drop notifications—tailored to specific sizes or colors previously browsed—converted faster than generic promotions.
- AI Scalability: AI decisioning allowed brands to execute these strategies at scale, ensuring timely, personalized messaging during the high-speed BFCM rush.
Lessons from 2024 and the Road to 2025
The momentum of BFCM isn’t just a November phenomenon; it’s built on year-round strategies. Here’s how brands can sustain success through December and beyond:
- Capitalize on Shipping Deadlines: Remind shoppers of cutoff dates for guaranteed delivery to create urgency.
- Focus on Last-Minute Purchases: Shift strategies to promote smaller items, bundled deals, and free shipping incentives as the holidays near.
- Turn to Gift Cards: After shipping cutoffs, gift cards become a key revenue driver, appealing to procrastinators.
Looking ahead to 2025, the brands that win will adopt these lessons:
- Always Be Collecting: Build your lead database throughout the year with consistent email and SMS opt-in campaigns.
- Start Early: Create awareness and anticipation before the holiday rush, ensuring your brand is top-of-mind.
- Personalize at Scale: Use AI-driven insights to craft tailored messages that drive engagement and conversions.
The Bottom Line
This BFCM proved that identity resolution and urgency aren’t just marketing buzzwords—they’re the backbone of e-commerce success. From early preparation to midnight conversions, brands that embraced these strategies turned shoppers into buyers like never before.
As you plan for 2025, focus on identity-driven insights, tailored messaging, and urgency to maximize revenue opportunities. Ready to elevate your efforts? Dive into the Power of Identity Resolution Guide and become the revenue champion your brand needs.