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This year, Amazon is striking back by hosting the first-ever Black Friday NFL game, giving millions of potential shoppers a reason to stay home and shop on Amazon. Amazon鈥檚 Black Friday NFL game is an interesting new marketing opportunity for retail brands鈥攂ut for which ones exactly?

Malls proved to be a brick-and-mortar winner, with mall operator Simon saying YoY traffic at its centers rose 5.9% on Black Friday, 6.3% YoY on Saturday, and 8.2% on Sunday. Meanwhile, value and specialty grocery chains saw high growth in visits on the day before Thanksgiving when compared with last year, per Placer.ai data. Grocery Outlet Bargain Market saw a 13.5% growth in YoY visits.

The news: TikTok Shop plans to win over holiday shoppers ahead of Black Friday with its 鈥淏rand Palooza鈥� campaign. The event will feature exclusive offers and products from brands like Benefit Cosmetics, HeyDude, and Liquid I.V., as well as shoppable 鈥渟uper livestreams鈥� with yet-to-be-named celebrities. The campaign will run from November 13 to 27.

The expectations: Consumers will be sharply focused on finding value this holiday season, which is why marquee promotional days such as Black Friday and Cyber Monday will be incredibly important. Thirty-six percent of US consumers are poised to shop on Black Friday, and 34% expect to make a purchase on Cyber Monday, per YouGov.

The company has been adding additional benefits, such as exclusive Black Friday deals, for members, but still doesn鈥檛 rival Prime in membership. Use this chart: Marketers can use this chart to inform retail media investment and merchandising decisions and to determine potential retail membership partnerships. Related 蘑菇AV reports:. Retail and Ecommerce Sales Benchmarks: Q4 2024.

Ahead of Black Friday, TikTok Shop will host a 鈥淏rand Palooza鈥� with offers and products from brands like Benefit Cosmetics, HEYDUDE, and Liquid I.V., as well as shoppable 鈥渟uper livestreams鈥� with yet-to-be-named celebrities. On Black Friday, TikTok Shop will host exclusive product launches from brands like Mavwicks Fragrances and period care brand August, per Retail Brew.

The majority of holiday shoppers will shop Black Friday (86%) and Cyber Monday (84%) deals, but 70% will take advantage of in-store Black Friday sales. Nearly half (48%) think Black Friday and Cyber Monday is when they鈥檒l get the best deals. Early birds that shop before Thanksgiving are more likely to shop online (72%) than those who shop after the turkey is carved (63%), the report found.

Shoppable ads will also be front-and-center during Amazon鈥檚 coverage of the Black Friday NFL game. By the numbers: TV is a potent tool for product discovery. Nearly two-thirds (63%) of consumers find new brands or products through TV content, per an 蘑菇AV survey conducted with Shopsense AI.

The proliferation of promotional events prior to Black Friday and Cyber Monday鈥攊ncluding Amazon鈥檚 Big Deal Days and similar sales from competing retailers鈥攊s reducing the importance of the Cyber Five. Nearly one in three (28%) of shoppers said Black Friday will not be part of their holiday shopping plans, while 26% said the same about Cyber Monday.

Much of the early strong gains stem from a combination of key shopping days such as Black Friday and Cyber Monday, and steep TikTok-subsidized discounts.

Sports and streaming synergies: Amazon Prime Video鈥檚 NFL Black Friday broadcast and upcoming NBA coverage reflect its investment in high-profile sports content. NFL games attract younger, affluent viewers, with Prime鈥檚 Thursday Night Football audience averaging 82 minutes of viewing time, exceeding league averages.

Amazon has turned Black Friday into a week-long event, which Jeremy your team deemed Cyber Dozen. Is that what you came up with? Jeremy Goldman (15:13):. Yeah, the Cyber Dozen is the new Cyber Five. Sara Lebow (15:15):. Love that. That's not crazy interesting to me. More Black Friday, longer Black Friday, we've been talking about that for 30 years.

Brands using Attentive sent over 2.2 billion text messages, with the highest amount landing on Black Friday.

奥补濒尘补谤迟鈥檚 Black Friday Deals events are taking place over several events online and in-store starting on November 8 and ending on Cyber Monday, November 26. Walmart+ members get early access to the retailer鈥檚 online events. In another push to boost membership, Walmart+ memberships were half off for consumers during the first week of November.

The event was an immediate hit with consumers buying more items than they did on Black Friday 2014, which at the time was its biggest-ever Black Friday. The sale evolved into a 48-hour event in 2019 before sprawling out even further with Amazon鈥檚 rollout of 鈥渆arly deals.鈥�.

Consumer spending set records on Black Friday, across the Cyber Five, and throughout the first 27 days of November, with significant growth online (and far more modest gains offline). Overall US retail sales (excluding automotive) grew 2.5% YoY on Black Friday, with in-store sales increasing just 1.1% YoY and ecommerce sales rising 8.5% YoY, per Mastercard SpendingPulse.

US consumers who used BNPL spent 48% more on Black Friday than shoppers using other payment methods, per PYMNTS Intelligence. The average BNPL user spent $598, compared with $452 non-BNPL users. The winners: BNPL fintechs are reaping the rewards from the holiday shopping weekend.

Black Friday in October: Amazon鈥檚 sale has driven retailers such as Best Buy, Costco, Target, Walmart to launch their own October events that, in some cases, coincide with Prime Big Deal Days. Consumers have taken note: 33% of Numerator respondents shopped or planned to shop Walmart Holiday Deals, and 31% shopped or planned to shop Target Circle Week.

North America retail sales grew 13% YoY, with record sales during the retailer鈥檚 Black Friday and Cyber Monday sales events. Shoppers bought more items from Amazon this holiday season than any previous holiday period. Advertising revenues grew 27% YoY to $14.65 billion, ahead of StreetAccount鈥檚 estimate of $14.2 billion.

The emergence of Black Fall: Traditionally synonymous with post-Thanksgiving sales, Black Friday is expanding into a season unto itself鈥擝lack Fall. Advertisers are now starting their promotions weeks and even months in advance of Thanksgiving to reach customers looking for the best deals.

Big Lots, which recently filed for bankruptcy, rolled out the first of its 鈥淏lack Friday Fridays鈥� events last Friday. The sales, which occur every Friday through December 6, feature one-day deals. Our take: There鈥檚 far more uncertainty than usual this holiday season, which is why retailers are wise to launch marketing and promotions in October, before any potential disruptions.

The event has become a shopping tentpole that now rivals Black Friday or Cyber Monday. To view the full forecast for ecommerce sales during Prime Day, click here. Prime Day is a bellwether for the 2023 holiday season. Prime Day鈥檚 performance will be an early predictor of holiday season ecommerce demand鈥攁t the product category level and for specific merchandise.

Pandora A/S鈥檚 quarterly revenues beat estimates thanks in part to strong holiday and Black Friday sales of its charm bracelets and other jewelry in the US.

The stat: Black Friday ecommerce sales in the US increased 8.5% YoY, while in-store sales rose just 1.1%, per Mastercard SpendingPulse. The takeaway: While in-store retail media does present a massive opportunity, when it comes to Cyber Five shopping, online still dominates. And what do online shoppers want? Deals.

TikTok Shop plans to heavily promote live shopping events as part of its Black Friday shopping strategy, and is offering creators incentives such as promotional credits to encourage them to host livestreams in the run-up to the holiday season, per Insider.