By Rachel Shuler –
Black Friday isn’t just a shopping day—it’s a cultural phenomenon that reflects how consumers think, feel, and spend. This year, the buzz surrounding Black Friday feels a little different. As the BYU PR Intelligence Lab dug into the data, we uncovered fascinating shifts in trends, conversations, and strategies that are reshaping the holiday shopping landscape.
An International Event
Black Friday has transformed from a predominantly American shopping tradition into a global retail phenomenon, with nations around the world embracing the event and shaping it to fit their unique markets.
In Japan, Black Friday 2024 sales are forecasted to reach an impressive $10.8 billion—a 9.9% increase from 2023. This steady growth reflects the country’s expanding enthusiasm for the event, with retailers capitalizing on its blend of Western appeal and local consumer habits (Statistics Black Friday, 2024).
Brazil, on the other hand, is experiencing a surge in online shopping unlike any other. E-commerce sales are expected to skyrocket by up to 300%, driven by the participation of over 90% of Brazilian consumers in Black Friday deals. This remarkable growth underscores the role of digital platforms in making Black Friday more accessible to a broad audience, particularly in emerging markets (Statista, 2020).
In the United States, where Black Friday originated, the shift toward online shopping continues. This year, 71% of U.S. consumers are expected to make their purchases online, reflecting the ongoing dominance of e-commerce platforms in shaping the Black Friday experience (Queue-it, 2023).
The New Leaders of Black Friday
For years, big names like Walmart and Samsung were the undisputed champions of Black Friday, commanding the most mentions and engagement. But 2024 has turned the tide. A newcomer, Riposto, has skyrocketed to the top of the conversation, with mentions far outpacing even Amazon. It’s a reminder that innovation and targeted campaigns can steal the spotlight, even from retail giants.
Meanwhile, mentions for Walmart and Samsung have dropped by over 50% compared to last year. What happened? It could be that their campaigns didn’t connect as strongly with consumers or that the early shopping trend has shifted attention elsewhere. These declines signal an urgent need for brands to rethink how they generate excitement, whether through influencer collaborations, flashier advertising, or better-aligned promotions.
The Pinterest Effect
Another major player in this year’s Black Friday buzz isn’t a retailer at all—it’s Pinterest. With a surge in engagement driven by its shoppable pins and improved personalization, Pinterest has become a go-to platform for holiday shopping inspiration. This transformation shows how much consumers value a curated, visually-driven shopping experience. It’s not just about finding deals—it’s about discovering the perfect gift or idea in a way that feels seamless and creative.
For brands, this is a wake-up call: if you’re not on Pinterest, you’re missing out on a crucial touchpoint with consumers who are ready to shop.
What Are Shoppers Talking About?
The language of Black Friday reveals where consumer interests lie. Keywords like “Best Deals,” “Promo Codes,” and “Squishmallows” are shaping the conversation this year. Yes, Squishmallows—those squishy, collectible toys—are among the hottest items, underscoring how niche products can dominate the holiday shopping landscape.
At the same time, evergreen terms like “Sale” and “Discount” are as relevant as ever. People want value, and brands that can offer both trending products and traditional savings are poised to win big.
The growing role of influencer-driven marketing is also evident in the rise of terms like “Affiliate.” As consumers increasingly turn to trusted voices for shopping recommendations, brands must find ways to integrate influencers into their strategies.
Why the Decline in Buzz?
You might think Black Friday mentions would peak as the big day approaches, but the data tells a different story. Conversations are slightly down compared to years previously, and there’s a clear reason: early shopping trends.
Retailers have been rolling out “early Black Friday” deals since late October, creating a sense of urgency weeks before the actual event. This strategy is great for sales but diminishes the frenzied excitement of the traditional Black Friday timeline. By the time the day arrives, many consumers have already completed their shopping.
And then there’s the shift in focus once purchases are made. Instead of hyping up deals, conversations move to post-purchase experiences—reviews, unboxings, and shared stories of holiday prep.
What’s Driving Consumer Interest?
This year’s top shopping categories tell a broader story about what matters most to consumers:
- Consumer Resources (37.7%) dominate as people search for reviews, how-tos, and expert advice to make smart purchasing decisions.
- Computers & Electronics (21.5%) hold strong, proving that gadgets and tech are still Black Friday staples.
- Entertainment (8.6%) reflects the growing importance of shared cultural moments, from music and movies to streaming devices.
But there’s also a shift toward the niche. Toys, games, and specific products like Squishmallows are carving out space in the broader Black Friday landscape, showing that the holiday isn’t just about big-ticket items—it’s also about personal touches.
The Takeaway
Black Friday 2024 is proof that the landscape is changing. New players like Riposto are making waves, while platforms like Pinterest are redefining how we shop. Early deals and influencer-driven campaigns are reshaping the timeline and tone of holiday shopping, creating both challenges and opportunities for brands.
For shoppers, the message is clear: start early, stay flexible, and look beyond the usual suspects to find the best deals. For PR professionals and marketers, the lesson is even more profound: to connect with today’s consumers, you need to blend traditional strategies with fresh ideas. Whether it’s leveraging platforms like Pinterest, collaborating with influencers, or doubling down on niche trends, the brands that adapt to these shifts will come out on top.
Black Friday has always been about more than just shopping—it’s a reflection of how we engage with the world. And this year, it’s showing us that innovation, representation, and community matter more than ever.
Citations
Statistics Black Friday. (2024). Black Friday Sales Projections. Retrieved from https://statistics.blackfriday/
Statista. (2020). Black Friday E-commerce in Brazil. Retrieved from https://www.statista.com/topics/6451/black-friday-e-commerce-in-brazil/#topicOverview
Queue-it. (2023). Black Friday Statistics. Retrieved from https://queue-it.com/blog/black-friday-statistics/#:~:text=Black%20Friday%20was%202023’s%20most,from%2087.2%20million%20in%202022
All data was directly compiled from media analysis tools Meltwater and SemRush by Rachel Shuler and Dr. Michael Burke of the BYU PR Lab
Meltwater collects and analyzes data from a wide range of online sources, including major news websites like BBC and Reuters, social media platforms such as X (formerly Twitter), and popular forums like Reddit. It uses advanced web crawlers and APIs to monitor real-time content from articles, press releases, and news aggregator sites like Google News. Meltwater tracks brand mentions, trending topics, and audience sentiment, providing valuable insights into your digital presence. Additionally, it uses techniques like pin tests to evaluate the impact of specific content and campaigns based on audience feedback.
