Introduction

Black Friday and Cyber Monday have long been the cornerstone of retail sales, and 2024 was no exception. In years past, Black Friday and Cyber Monday were distinct events, but this year the lines between the two became even more blurred.

This year, one notable trend was the extension of discount periods, with brands opting for longer promotional windows to capture more consumer attention. However, this approach also heightened competition, forcing brands to strike a delicate balance between urgency, discounts, and profitability.

In this report, we explore the key trends, standout campaigns, and top-performing products that shaped this year’s BFCM season.

Lengthening of Discount Periods

The 2024 BFCM season reflects macro trends in e-commerce, including the prioritization of customer retention through longer promotions and personalized engagement. As competition intensifies, brands are embracing strategies that emphasize both short-term gains and long-term loyalty.

In 2024, the average length of sitewide discounts increased significantly to 4.8 days compared to just 1.6 days in 2023.

As discount periods lengthened, brands faced the challenge of standing out in an increasingly saturated market. The following campaigns showcase how leading brands like Jennifer Fisher and Set Active not only adapted but thrived in this competitive environment.

Winning Campaigns

Jennifer Fisher

Despite longer promotions, Jennifer Fisher’s sales growth outpaced the average, suggesting their approach was highly effective compared to competitors. They ran a 20% discount sitewide from the 25th to the 28th of November 2024 that drove a 139% increase in company wide sales compared to the previous four days.

The Triple Lilly Huggie Hoops had minimal sales throughout 2024, but jumped up to the best selling product and sold out on November 30th, 2024 during the Black Friday sale.

Weekly sales saw a tenfold increase during the sale compared to the previous average from September to November.

Set Active

Set Active’s strategy of a 20% sitewide discount from November 23rd to 26th, 2024 proved highly successful, driving a 402% increase in weekly sales compared to the previous period. This significant growth highlights the brand’s ability to maintain loyalty in a competitive discount environment.

The SCULPTFLEX® Leggings have long been the top selling product on Set Active and maintained the number one spot during their sale, indicating a continued strong customer preference for this product.

Weekly sales increased eleven fold for the leggings during the time period compared to the previous four weeks.

Mielle Organics

Mielle Organics’ $7 off sitewide discount campaign from November 26th to 28th drove a 590% jump in sales. The campaign’s success demonstrates the potential of strategically timed, focused promotions to amplify revenue.

This past year the Rosemary Mint Oil has held the ranking of 20th most sold product for Mielle Organics, but during the week of their sale it rose to 1st place. This product likely jumped up due to it being featured on the homepage during the sale and was a success in clearing out inventory.

Weekly sales increased fifty fold during the time period compared to the previous four weeks.

Across all campaigns, the extended promotional windows provided opportunities for significant growth, but only those brands that paired strategic timing with value-driven messaging saw standout results.

Conclusion

As BFCM continues to evolve, brands must embrace data-driven insights and bold, consumer-centric strategies to thrive. By balancing extended promotions with urgency and value, businesses can unlock sustainable growth in an increasingly competitive landscape.