As we approach the 2024 holiday season, retailers everywhere are bracing for the rush of Black Friday and Cyber Monday (BFCM). It’s the most wonderful—and critical—time of the year for many brands, as shopping lists collide with sales and deals.

A recent Intuit Mailchimp report shared that 65% of last year’s BFCM purchases were made by first-time customers. At the same time, 35% of purchases came from repeat buyers, highlighting the importance of loyalty in sustaining sales.

Picture shoppers scrolling through holiday deals on their phones during the commute home. Moments like this can be critical for conversions this time of the year.

Every click or scroll counts, and balancing new customer acquisition with nurturing repeat buyers can make or break your season. So, what can we learn from last year’s data to win this BFCM? Let’s explore the key consumer trends retailers must embrace to stay ahead.

Mobile-first shopping is the new norm

While some consumers prefer to buy big-ticket items from a computer, smartphones now account for 77% of global retail site traffic. Whether it’s browsing products or opening email promotions, consumers are turning to their smartphones for convenience.

But it’s not just about having a mobile-friendly website. To capture shoppers, retailers must optimise every touchpoint for mobile. This includes clear and concise messaging, optimised imagery, and easy-to-click calls-to-action. Consumers will abandon emails with cluttered copy, poor designs, or tricky navigation during the sales rush.

Just as gift-giving defines the holidays, mobile commerce is at the heart of the shopping experience. To maximise BFCM sales, your campaigns must cater to this behaviour.

Micro-moments emerge as key engagement drivers

Today’s consumers often engage in micro-moments—when they turn to their mobile devices to learn, discover, or buy something instantly. Last year’s BFCM data from Intuit Mailchimp showed that while email volume drops during this weekend, consumers don’t stop engaging, demonstrating the value of sending timely, relevant offers to stay top of mind. Timing is key in holiday marketing, and real-time engagement is crucial.

By using mobile tactics like SMS marketing, retailers can tap into micro-moments with prompt updates that drive conversions. Sending real-time offers during peak shopping hours, for example, can create urgency, capturing new and repeat customers.

Email campaigns that land at just the right moment—for instance, messages sent before a flash sale ends to nudge purchases—can engage shoppers when they’re in a buying mindset, too.

Being able to pivot is crucial year-round, but it becomes especially critical at the end of the year. Marketers can use real-time analytics and automation to monitor behaviour and adjust offers on the fly. Data like browsing, cart activity, and email engagement fuels AI systems to personalise messages and keep them relevant.

Consumers now expect personalised communications

From product recommendations to discounts, tailored content is critical for engagement and conversion. Intuit Mailchimp data shows 87% of consumers are more likely to engage with personalised emails, and 71% are more likely to purchase from brands that tailor communications​. Personalisation is a competitive necessity in today’s crowded holiday market.

Retailers can use evergreen data to segment their audiences and deliver customised campaigns, whether they’re recommending products based on past purchases to drive repeat business or using dynamic content like personalised subject lines to stand out in crowded inboxes.

Furthermore, loyalty strategies such as exclusive promotions or special rewards can foster value beyond the transaction. Email marketing and segmentation play a pivotal role here. Targeting loyal shoppers with personalised offers, like a “thank you” message with a discount code, can go a long way to drive repeat purchases.

Personalisation builds loyalty by addressing customer preferences. When executed well, it can transform a fleeting holiday transaction into a long-term relationship.

Beyond the inbox

Email remains a key driver of holiday sales, with 95% of marketers stating it’s crucial to their strategy​. But relying on email alone is like decorating one side of the tree. To stand out, retailers must pair email marketing with strategies that reflect evolving shopping behaviours.

Mobile-first shopping experiences, real-time engagement, and personalisation make for successful BFCM campaigns. Retailers who embrace these trends can boost holiday sales and lay the foundation for long-term growth beyond the season.

Anthony Capano is regional director of ANZ at Intuit Mailchimp.