Black Friday and Cyber Monday (BFCM) have been big for businesses for years but they get bigger every year as consumer behavior changes and technology advances. In 2024 we saw some key trends that changed the retail landscape. From mobile shopping to social commerce and sustainability initiatives one thing was clear: integrated back-end systems are the behind the scenes heroes of a smooth BFCM.
Let’s get into the 8 key takeaways from BFCM 2024 and how integrated systems supported these changes.
1. Personalization Is No Longer Optional
Customers expect personalized experiences and brands that delivered personalized product recommendations, exclusive discounts and targeted messaging saw much higher engagement and conversions. Artificial intelligence (AI) was the key enabler, helping brands analyze customer behavior and preferences in real time.
How Integrated Systems Helped
For personalization to work, data from multiple sources—like customer relationship management (CRM) platforms, purchase history and browsing behavior—has to be aggregated and analyzed. Integrated systems make this possible by:
Centralizing Data: Connecting CRM, eCommerce and analytics platforms so customer interactions are captured and used for personalized marketing.
Improving Inventory Insights: Integrated inventory systems allow AI to suggest products that are in stock, so you don’t promote items that are out of stock.
Without this level of integration personalization is fragmented and you miss opportunities and disappoint customers.
2. Mobile Commerce Is Winning
Mobile shopping accounted for over 50% of all BFCM sales in 2024, as the trend towards smartphone-first continues. But mobile commerce isn’t just about responsive design—it’s about seamless functionality from product discovery to checkout.
How Integrated Systems Helped
Integrated systems delivered a frictionless mobile experience by:
Real-Time Inventory Updates: Customers can see product availability whether they’re shopping on mobile apps, websites or in-store kiosks.
Streamlined Checkout Processes: Integration between payment gateways and order management systems simplified mobile transactions and reduced cart abandonment.
Brands that invested in mobile and integrated systems saw higher mobile conversions and customer retention.
3. Omnichannel Shopping Means Seamless Experiences
Today’s customers blend online and offline channels. For example a customer might research a product online, check store availability and then buy in-store or vice versa. This omnichannel behavior was the hallmark of BFCM 2024.
How Integrated Systems Helped
Omnichannel success is all about having consistent, accurate information across all touchpoints. Integrated systems allow:
Buy-Online-Pickup-In-Store (BOPIS): Real-time communication between eCommerce platforms and in-store systems for smooth order fulfillment.
Returns and Exchanges Across Channels: Unified systems so customers can buy online and return in-store without hassle, and overall customer satisfaction.
4. Social Commerce Is Hot
Social media platforms like Instagram, TikTok and Pinterest are no longer just discovery tools—they’re shopping destinations. Shoppable posts, live product launches and influencer promotions drove big sales during BFCM 2024.
How Integrated Systems Helped
To tap into social commerce businesses need tight integration between social platforms and their eCommerce ecosystem. Key features include:
Product Data Synchronization: Ensuring pricing, descriptions and inventory are in sync across social and eCommerce channels.
Order Fulfillment Integration: Managing orders placed on social platforms through the same systems as other sales channels for a single customer view.
By connecting these systems brands can turn social engagement into transactions.
5. Sustainability Is More Important Than Ever
Consumers are choosing brands that align with their values and sustainability is top of mind. Whether it’s recyclable packaging, carbon neutral shipping or transparent supply chains, eco-friendly initiatives were a key differentiator during BFCM 2024.
How Integrated Systems Helped
Sustainability requires visibility and control over the entire supply chain which integrated systems provide by:
Tracking Carbon Footprints: Logistics and shipping integrations can calculate emissions and offer customers the option to offset their purchase.
Supporting Sustainable Practices: Unified procurement and production systems help brands buy responsibly and reduce waste.
Integrated systems help businesses meet customer expectations and make sustainability initiatives more efficient and cost effective.
6. Buy Now, Pay Later (BNPL) Is A Game Changer
Flexible payment options like Buy Now, Pay Later (BNPL) reduced cart abandonment during BFCM 2024 especially among younger shoppers. BNPL is now a must-have for many retailers.
How Integrated Systems Helped
BNPL requires integration with payment gateways, accounting systems and order management systems. This means:
Smooth Checkout: BNPL options are displayed alongside traditional payment methods without adding complexity to the user experience.
Accurate Financial Tracking: Integrated systems update financial records and track installment payments automatically, reducing manual work.
Brands that offered BNPL saw higher average order value and customer satisfaction.
7. Last Minute Promotions and Consumer Behavior
Many consumers waited until the last minute to make a purchase, drawn in by time sensitive deals and flash sales. Brands that knew this and prepared for it benefited.
How Integrated Systems Helped
Managing last minute spikes requires systems that can handle rapid changes and high traffic. Integrated solutions provide:
Dynamic Pricing: Real-time updates to pricing and promotions across all channels.
Scalable Operations: Systems that automatically allocate resources like server capacity or warehouse staff during peak periods.
Integrated systems mean brands can deliver on their promises even during last minute rushes.
8. Data Is King: Insights Inform Strategy
BFCM is not just about making sales—it’s also a data goldmine. From customer demographics to campaign performance the insights gathered during this period inform future strategy.
How Integrated Systems Helped
To get the most out of BFCM data businesses need systems that can aggregate and analyse data from multiple sources. Key features include:
Unified Analytics Platforms: Combining data from eCommerce, marketing and POS systems into one dashboard.
Customer Segmentation: Using integrated CRM data to segment and target future campaigns.
Integrated systems turn data into action, so brands can optimise everything from inventory planning to marketing strategy.
BFCM Foundations
All the success stories from Black Friday and Cyber Monday 2024 have one thing in common: integrated back-end systems. Whether it’s personalising the shopping experience, offering flexible payment options or meeting sustainability goals, these systems mean smooth operations and great customer experiences.
For businesses that want to succeed in future BFCM events the message is clear:
Invest in integration to break down data silos and improve efficiency.
Prioritise flexibility to adapt to changing consumer behaviour and market demand.
Use insights to refine strategy and deliver value to customers continuously.
As the retail landscape changes integrated systems will remain the foundation of innovation and growth. By building a connected system businesses can tackle today’s problems and future proof for tomorrow.
Conclusion
BFCM 2024 provided the blueprint for success: technology, customer first and a foundation that can adapt. Whether you’re in eCommerce, brick-and-mortar or both the lessons learned and the systems that support them are key to staying relevant in a fast changing market.
Get Started with Seamless Integration
Looking to future proof your business for next Black Friday and Cyber Monday? Start by thinking about how integrated systems can help your operations, customer experience and processes. Whether you’re looking at omnichannel, personalisation or flexible payment options integrated solutions are the answer.
Need help? Get in touch today to talk to us about how integrated systems can help your business.
