The traditional Black Friday weekend is rapidly being replaced by ‘Black November,’ as retailers embrace month-long discount strategies to cater to changing consumer habits.
Black November – month-long sales event
This shift in consumer behaviour is redefining the retail calendar, offering extended opportunities to capture consumer attention and increase revenue.
Insights from Visualsoft’s data highlight several key trends:
Revenue growth amid sector challenges
Notable sectors included office supplies (+413%) and professional services (+372%), with significant year-on-year revenue growth reflecting consumer priorities such as productivity and planning for the new year.
Gifts and gaming (+161%) also thrived, fuelled by early festive shopping and the popularity of tech-related gifts.
Home improvement and active lifestyles were major themes, with flooring, rugs and carpets (+68%) and sports, outdoors and recreation (+67%) enjoying substantial gains in revenue year on year as consumers focused on creating comfortable living spaces and staying fit.
Traffic and engagement surpass expectations
Online traffic during November surged by nearly 35% compared to 2023, surpassing even the high levels seen during the COVID-19 pandemic.
This increase underscores the effectiveness of month-long campaigns in sustaining consumer engagement.
Shoppers increasingly used the entire month to secure value-driven deals, with fewer relying solely on the Black Friday weekend and favouring extended research to maximise savings.
Economic pressures shape buying habits
The economic climate played a pivotal role in driving changes to consumer behaviours during black November.
Average order value (AOV) rose by an impressive 16% versus the previous year, as shoppers favoured fewer, higher-value transactions.
Many consumers responded to inflation by taking advantage of bulk-buy offers and promotions such as free shipping thresholds, demonstrating a focus on efficiency and savings.
Sector highlights: fashion, jewellery, and footwear thrive
Fashion led the way in AOV growth, achieving a remarkable 50% year-on-year increase.
This performance highlights the sector’s success in encouraging larger basket sizes through strategic pricing and compelling campaigns.
Jewellery and footwear also saw notable gains, with AOV increasing by 15% and over 8%, respectively.
“Black Friday has evolved into ‘Black November’, with retailers successfully adapting to changing consumer behaviours,” says Ashley Wright, Chief Commercial Officer at Visualsoft.
“By extending sales periods and creating value-driven campaigns, they are not only mitigating economic pressures but also capturing the attention of a broader audience. This trend is reshaping the Golden Quarter and paving the way for long-term e-commerce growth.
Retailers are also benefiting from increased flexibility, using the longer discount period to run targeted campaigns, optimise inventory management, and address operational challenges such as shipping and returns.
This approach has allowed businesses to better meet consumer expectations while driving revenue growth.”
A new chapter for seasonal retail
Black November represents a natural evolution of the traditional sales model, offering greater opportunities for both retailers and consumers.
By embracing longer campaigns, focusing on value-driven offers, and aligning with consumer values, retailers are positioning themselves for success not just during black November, but throughout the critical golden quarter.
As these trends continue to develop, the month-long approach is set to become a defining feature of seasonal retail.
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