Black Friday or Boxing Day 2024?: Which to prioritise

Black Friday has quickly evolved into a major retail event in Australia, rivalling Boxing Day’s long-standing position as the “shopping day of the year.”

With new data highlighting significant differences between these two shopping periods, eCommerce businesses should adapt their strategies to capture the opportunities that each offers.

In this blog, we’ll explore:

• Average trends: Black Friday overtook Boxing Day for Megantic clients
• Client spotlight: Drilling down to specific clients during Boxing Day 2024
• Global and Australian consumer behaviour
• Key takeaways

Black Friday 2024 overtook Boxing Day 2024 for Megantic clients

Recent internal data reveals that Black Friday consistently outperformed Boxing Day 2024 across key metrics, with 12.4% more sessions, 24.8% more transactions, and 24.8% more revenue.

One client saw an impressive 171% increase in revenue during Black Friday, while another experienced a 56.8% boost, further showcasing the potential for significant gains when SEO is prioritised.

These trends highlight the growing importance of Black Friday in Australia’s retail calendar. This makes Black Friday an important event for businesses to capture pre-Christmas spending.

Are you ready to take advantage of this trend? Let’s talk about how SEO can enhance your strategy.

Drilling down to specific clients during Boxing Day 2024

We wanted to look into some of our clients who decided to take our advice for Black Friday and Boxing Day SEO. Data was collected from November and compared to December.

Client Spotlight: Apparel & Accessories

Let’s begin by looking at one of our clients in the apparel and accessories industry. They specialise in memorabilia, like clothing, watches, figurines, and accessories. Compared to Boxing Day, Black Friday was a huge success.

• Sessions increased by 41.8%
• Transactions increased by 192.3%
• Revenue increased by 170.8%

Client Spotlight: Industrial

Now let’s look at a client in the industrial industry. They specialise in welding products and supplies and saw amazing results:

• Sessions increased by 23.4%
• Transactions increased by 45.8%
• Revenue increased by 21.4%

Client Spotlight: Home & Garden

Switching gears into a highly niche client in the home and garden industry. This client saw amazing growth, with traffic nearly 40% higher.

• Sessions increased by 37.1%
• Transactions increased by 17.9%
• Revenue increased by 26.2%

Client Spotlight: Sporting Goods

Here’s a great example of a client in the sporting goods/outdoor recreation industry. Specifically, they sell boating products, like anchors, fenders, hardware, and motors. They also had a great Black Friday in 2024:

• Sessions increased by 5.9%
• Transactions increased by 14.9%
• Revenue increased by 41.7%

These results highlight how different industries are leveraging Black Friday more effectively than Boxing Day, reflecting its growing importance across various sectors.

Global and Australian consumer behaviour

In 2024, Black Friday in Australia stretched out to become “Black November,” with sales running throughout the month instead of being concentrated on the Friday itself. Many Australian shoppers completed their Christmas shopping in November, taking advantage of early deals and reducing the usual December rush.

In contrast, the USA continued its traditions of heightened activity on Black Friday itself, Friday November 29th. Tied closely to Thanksgiving, the event continues to see a sharp and predictable spike each year.

Interestingly, global trends showed search interest for Black Friday starting earlier than ever, with many shoppers unsure of the exact date. This has led to a rise in searches like “When is Black Friday?”

Takeaways

Black Friday 2024 has proven its strength in Australia, with significant growth in sessions, transactions, and revenue compared to Boxing Day. While both events hold opportunities for eCommerce retailers, Black Friday’s rise emphasises the need for tailored strategies that meet evolving consumer behaviours.

By leveraging Australian insights and optimising your SEO, eCommerce businesses can maximise performance during these crucial shopping periods.

If you’re ready to prepare for the 2025 sales season, let’s discuss how SEO can elevate your results.

For a blast in the past, read the State of Black Friday 2024 or last year’s post, the State of Black Friday 2023.