Discover the standout trends, winning strategies, and key insights that shaped the biggest shopping event of the year — and what they mean for the future of performance marketing.
November 2024 highlighted some fascinating shifts in consumer behaviour, affiliate marketing strategies, and retail success stories. From the rise of emerging sectors to the continued dominance of categories like electronics, the trends that we recorded highlighted how brands and affiliates adapted, evolved, and excelled during this year's peak retail period.
These insights shed light on the strategies driving success and shaping the future of performance marketing.
Vehicle Parts & Accessories: A Surging Sector
One of the most surprising trends was the explosive growth in vehicle parts and accessories. This category experienced over 500% YoY growth in transactions during Cyber Weekend. With new entrants into the affiliate channel in 2024, this sector has shown its potential to become a consistently high performer.
Electronics Dominate, Yet Again
Electronics and Home Appliances continued to shine as top-performing categories, with higher Average Order Values (AOVs) and increased sales volume compared to previous years. Consumers gravitated toward bigger-ticket purchases later in the Cyber event, with Cyber Monday standing out as the day for major deals on premium items.
AOV Growth in Food & Drinks and Toys & Games
Categories like food and drinks, as well as toys and games, reported increased AOVs. Inflation may have played a role here, as rising costs influenced consumers to bundle purchases and opt for premium products. Australia Post also reported that specialty food and liquor experienced year-on-year growth of 24%.
Content Affiliates Driving Decision-Making
Content affiliates played a pivotal role this year, providing early insights and curating shopping guides. By helping consumers identify must-have items and time their purchases strategically, these affiliates contributed significantly to pre-event buzz and peak sales success.
Advertisers Betting Smart
Advertisers approached Cyber Weekend with a calculated strategy, prioritising proven channels and promotions to secure strong results. This cautious but effective allocation of spending helped deliver impressive outcomes.
November 2024: Broader Trends
Sales Started Earlier Than Ever
November 2024 saw an extended sales season, with events kicking off earlier in the month. Singles’ Day and Click Frenzy, along with Cyber Weekend, bookended the month, creating a longer shopping window. This spread-out schedule worked well for some brands to get optimal placements and manage spend, but it also posed challenges for those unable to restock popular items ahead of Cyber Weekend. This approach has also resonated with consumers, who are eager to take advantage of early deals and avoid missing out. We noted that Singles Day (11/11) YoY grew across all key metrics, traffic, conversions, and spending. This shopping event has seen continuous growth over the last few years.
Once again, content affiliates excelled during this time, providing early insights into brands and products. This guidance helped consumers pinpoint must-have items, discover the best places to shop, and time their purchases effectively.
Shopping Smarter on Black Friday
The 2024 Black Friday weekend continued to highlight a shift in consumer behaviour, with shoppers strategically hunting for early deals to maximise savings.
Consumers were more value-conscious this year, purchasing more items per transaction but focusing on savings. Loyalty programs and cashback offers were particularly appealing, helping consumers stretch their dollars further.
"Shoppers this year prioritised value above all else,” noted Emma Delaforce, Head of Advertiser Management at Commission Factory. "Our data showed notable shifts in 2024 compared to 2023. They started earlier to take advantage of deals, while delaying high-ticket purchases to Cyber Monday when premium discounts for that shopping vertical emerged. This demonstrated a lot of shopper consideration before purchasing from consumers. Food and drinks, apparel, and beauty led the way in early spending, as many customers—guided by their research—secured top deals ahead of Black Friday itself."
Loyalty & Cashback on the Rise
Cashback and loyalty sites surged in popularity as shoppers hunted for the best deals. These programs allowed customers to save while still splurging on high-value items, offering a win-win scenario. Many brands found success through multiple strategies with these partnerships. From cashback/points boosts to tenancy placements, increased visibility on these platforms proved to drive impressive results, as consumers continued to prioritise the value and savings these verticals offer.
Lessons Learned & Opportunities for 2025
As we reflect on Cyber November 2024, several key takeaways emerge for brands and affiliates planning for next year:
- Capitalise on Early Sales: A longer shopping window means more opportunities to engage consumers, but brands must ensure adequate inventory and marketing stamina to sustain momentum.
- Prioritise Content Affiliates: Their ability to influence pre-event decision-making is unmatched. Consider collaborating with these affiliates earlier to build excitement and guide consumers effectively.
- Focus on High-AOV Days: Cyber Monday continues to be a powerhouse for high-ticket purchases, suggesting that strategic promotions on premium items could pay off.
- Leverage Loyalty and Cashback: Shoppers are prioritising value, and these programs are a proven way to capture their attention.
The 2024 trends emphasise the critical need for retailers to strategically time their consumer engagement during peak shopping periods. Success in 2024 looks at understanding and adapting to evolving buying patterns, ensuring your brand stays top of mind at the most optimal moments. Whether it is capturing attention before Black Friday for categories like apparel and fashion or leveraging Cyber Monday to dominate in electronics and tech, aligning your approach with shopper behaviours is the key to maximising results and budget during the peak shopping period.
References
https://powerretail.com.au/black-friday-ecommerce-sales-at-record-high
Connect with the Commission Factory team to learn more about how we help brands and partners build and grow their affiliate marketing strategies.