In 2024, Black Friday isn’t just a weekend—it’s an entire month. Thanks to shifting consumer habits and the rise of strategic month-long sales, Black Friday has transformed into Black November, and it’s bringing impressive growth across multiple sectors. According to data from our own Visualsoft eCommerce platform, November revenue surged by a remarkable 40% year-on-year, signalling a significant shift in how retailers approach the holiday shopping season.

A shift toward month-long sales events

Retailers have long relied on the Black Friday weekend to boost sales, but now, the trend is moving towards longer discount periods, with Black November emerging as a powerful new sales strategy. Our platform data reveals that retailers who embraced extended sales events in November saw not only an uptick in revenue but also stronger consumer engagement throughout the month.

By spreading sales out over several weeks, businesses were able to sustain consumer interest and avoid the typical rush of last-minute deals. In fact, online traffic during November increased by nearly 35% compared to 2023, surpassing even the high levels seen during the pandemic. This trend highlights the effectiveness of month-long campaigns in driving sustained engagement—meaning customers are no longer waiting for the Black Friday weekend to snag deals. Instead, they’re spreading their shopping over the course of the month, taking the time to research and maximise their savings.

Revenue growth across sectors

While fashion and electronics are traditionally strong performers during the holiday shopping season, Black November saw impressive gains in a range of less expected sectors. Office supplies, for example, saw a massive 413% increase in revenue, while professional services jumped by 372%. These increases reflect changing consumer priorities as people plan ahead for the new year and invest in productivity tools and services.

Tech and gaming sectors also enjoyed significant growth, with gifts and gaming up by 161%, fuelled by early festive shopping and a growing demand for tech-related gifts. Meanwhile, sectors tied to home improvement and active lifestyles saw substantial year-on-year gains, with flooring, rugs, and carpets (+68%) and sports and outdoor recreation (+67%) seeing significant revenue growth. Consumers are focusing on enhancing their living spaces and prioritising their physical health, making these categories some of the biggest winners of the month.

Consumers focus on value and efficiency

The economic landscape is playing a major role in shaping consumer buying behaviour, with many shoppers opting for larger, higher-value purchases in order to maximise savings. Our data shows that the average order value (AOV) rose by 16% compared to the previous year, as consumers looked for deals that allowed them to make fewer, but higher-value, transactions. This shift reflects a broader trend of consumers responding to inflation and economic pressures by prioritising value-driven purchases.

Bulk-buying, as well as promotions such as free shipping thresholds, were especially popular, highlighting the focus on both savings and efficiency. For retailers, this means consumers are more likely to make fewer, but higher-ticket purchases—offering a chance to increase average transaction values without the need for deep discounts on individual items.

Fashion, Jewellery, and Footwear: Winners of the month

Among the sectors that performed exceptionally well, fashion led the charge in terms of AOV growth, with a staggering 50% increase year-on-year. This success can be attributed to retailers' effective use of strategic pricing and targeted campaigns, encouraging shoppers to increase their basket sizes. Jewellery and footwear were also standout performers, with AOV rising by 15% and 8%, respectively.

The fashion sector, in particular, capitalised on both demand for festive attire and a strong desire for stylish essentials as consumers looked to upgrade their wardrobes before the end of the year. For retailers in these sectors, extended sales periods have allowed them to capture more sales from customers looking for value across multiple categories.

Flexibility drives success for retailers

Ashley Wright, Chief Commercial Officer at Visualsoft, emphasised the adaptability of retailers in response to these new consumer trends: "Black Friday has evolved into ‘Black November,’ with retailers successfully adapting to changing consumer behaviours. By extending sales periods and creating value-driven campaigns, they are not only mitigating economic pressures but also capturing the attention of a broader audience."

This new strategy also offers retailers the flexibility to optimise inventory management, run targeted marketing campaigns, and address operational challenges like shipping and returns. These advantages allow businesses to meet heightened consumer expectations while simultaneously driving significant revenue growth.

The future of seasonal retail

The rise of Black November signals a natural evolution of the traditional sales model, providing both retailers and consumers with more opportunities. Rather than a single weekend of frenzied shopping, Black November allows for a more measured, efficient approach to capturing consumer attention, delivering value, and increasing revenue.

As retailers continue to adjust to shifting consumer behaviours, the trend towards longer sales periods and value-driven campaigns will only grow stronger. Black November is quickly becoming a defining feature of the holiday shopping season, reshaping the way retailers approach the critical golden quarter and setting the stage for long-term eCommerce growth.

Key takeaways:

• 40% year-on-year revenue growth across Visualsoft’s eCommerce platform during Black November.
• Extended sales periods are proving effective in sustaining consumer engagement and increasing traffic (+35%).
• Office supplies, professional services, and gaming are emerging as major growth sectors, reflecting shifting consumer priorities.
• Average Order Value (AOV) increased by 16%, as shoppers opt for higher-value purchases to maximise savings.
• Fashion, jewellery, and footwear saw significant AOV increases, demonstrating the power of strategic pricing and targeted campaigns.

Black November is more than just a sales trend—it’s a sign of how the retail calendar is shifting to meet evolving consumer needs. And as we look ahead to 2025, it’s clear that this extended discount period is here to stay. Retailers who embrace this shift and continue to create flexible, value-driven campaigns will be well positioned for success in the months to come.