Drawn from its global survey of more than 14,000 consumers, Criteo’s holiday season insights reveal the top predictions for the 2024 retail sales peak.

Shoppers seeking out tech sales

Electronics have claimed Black Friday’s spotlight, with separate findings from Criteo’s The State of Consumer Electronics report showing last year’s sales in EMEA reached an eye-popping 177% surge over October’s baseline. The increased demand for tech is poised to continue this year – in the UK specifically, over half (53%) of shoppers are likely to purchase consumer electronics during the Black Friday sales, with high-ticket items like laptops, TVs, and game consoles among the top desired products.

Lifestyle categories join the Black Friday boom

While tech is taking the lead, lifestyle products are surging in popularity amongst shoppers as well. Last Black Friday, online sales in the UK for health and beauty products soared by 221%, while apparel sales climbed by 173%, and predictions for this year suggest there is huge potential for brands across these sectors. Two-thirds (64%) of UK shoppers are likely to purchase apparel over the upcoming Black Friday weekend, 52% plan to buy beauty products, and 53% are expected to fill their baskets with groceries, which means consumers are putting more on their shopping lists than just gifts.

Omnichannel experiences fuel sales

An omnichannel marketing approach has moved from nice-to-have to necessity during the retail sales peak. Over three-quarters (81%) of shoppers are now expected to shop online during the holiday season and 73% in-store, favouring both channels when it comes to discovering products and making purchases.

Additionally, over a third (39%) of UK consumers will start looking for gifts on retail websites or apps, almost a quarter (24%) on brand websites or apps, 34% via search, 17% via online ads (compared to just 4% via offline ads), and 16% via social networks. Considering that, globally, 85% of shoppers compare consumer electronics products across multiple sites before making a purchase, retailers that maintain strong, consistent messaging across all channels will be best placed to capture consumer interest and inform purchase decisions.

Brand loyalty is up for grabs

With the golden quarter attracting retailers and brands in a competitive market, discoverability will be crucial. On Black Friday, the majority of UK consumers (80%) purchase from online stores they don’t usually shop with at least sometimes, presenting an opportunity for retailers to acquire new customers. This is also reflected for brands. According to a sample purchase period from April 2024, a third of shoppers purchased from brands they hadn’t tried in the past 12 months, and the average shopper will look at three or more brands before splurging on bigger ticket products like tech items. To stand out during this sales peak, tailored experiences and targeted promotions will be beneficial, not only in attracting new shoppers but in building loyalty. For Brits, a great purchasing experience (33%), free shipping (45%), and discounts (32%) are the top factors that would encourage them to return to a brand discovered on Black Friday.

Consumers loosening their purse strings

Spending is set to rise this holiday season, with a third (37%) of UK consumers planning to spend more while shopping online in this period, compared to last year. This is higher for those shopping in-store, as 44% are expected to increase their offline spend this year. But while there is an increased appetite for splurging a little, Brits are still keen to make the most of the Black Friday sales, as three-quarters (76%) are likely to look for discounts and promotions when purchasing gifts.

Nicole Kivel, Managing Director Enterprise at Criteo, said: “Our insights show shoppers are set to make considered, value-driven choices over Black Friday weekend, with many looking for a bargain during the sales peak. Consumers are already researching products and comparing brands as they kick-start their holiday shopping, and so it’s crucial for retailers and brands alike to spark interest and stay top of mind during this period. As a third of UK shoppers start their product search on retail websites and a quarter do so via brand sites, there is a real opportunity to reach existing customers and new-to-brand shoppers.

“With a retail media offering in place across search results, product detail pages, and on category pages, retailers can reap the full potential here. Tailored product recommendations and exclusive offers will play a core part, but shoppers are also expecting exceptional, seamless, and personalised experiences across every touchpoint. There ought to be added emphasis on omnichannel marketing so that deals and promotional content are consistent over all channels, both online and in-store. Those that understand consumer intent, and craft journeys which resonate with their preferences and expectations, will reap the biggest rewards this holiday season,” Nicole added.

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