Black Friday 2024 marked a pivotal moment in the UK retail landscape, with online shopping soaring to new heights, largely thanks to the power of Generative AI (GenAI). This cutting-edge technology not only reshaped how consumers approached the biggest shopping day of the year but also propelled UK online spending to a staggering £1.12 billion a 7.2% increase compared to 2023.
How AI-Driven Tools Are Redefining Black Friday Shopping
AI is no longer just a buzzword; it’s a game-changer for the retail industry. Data from Adobe Digital Insights highlights a tenfold increase in AI-driven traffic to retail websites between July and September 2024. The trend peaked on Black Friday, with a 239% surge in AI-driven traffic compared to October levels.
Shoppers are increasingly relying on AI-powered tools to make smarter, faster purchasing decisions. From price-hunting bots to personalised recommendations, AI empowers consumers to navigate the overwhelming sea of Black Friday deals with ease.
“Generative AI tools are fundamentally reshaping the shopping experience, making it easier than ever for consumers to discover bargains and navigate the wealth of options available during events like Black Friday,” said Vivek Pandya, lead analyst at Adobe Digital Insights.
The Rise of Click and Collect
While AI tools led the charge, Click and Collect services also experienced significant growth during Black Friday 2024. With a 21.3% rise in usage, these services accounted for 9.7% of all Black Friday orders, up from 8% in 2023. This hybrid shopping model, blending online convenience with in-store pickup, further highlights how technology is enhancing the overall shopping experience.
London emerged as a major hub for Black Friday sales, contributing £271.8 million in online spending a year-over-year increase of 8.3%, representing 24.3% of the UK’s total online sales.
AI and Retail: Partners in Growth
The dynamic relationship between AI and retail is becoming increasingly apparent. From personalised product recommendations to real-time price tracking, AI tools are empowering consumers while simultaneously driving growth for retailers. By leveraging these technologies, businesses can capture the attention of tech-savvy shoppers and stay ahead in the competitive retail landscape.
“AI is not just a tool for discovery; it’s a driver of growth for retailers looking to capture the attention of increasingly tech-savvy shoppers,” added Pandya. Its very clear the e-commerce marketing spacer is evolving!
In-Store Shopping Holds Its Ground
Despite the online surge, high-street retailers also enjoyed a boost this Black Friday. Foot traffic across UK stores increased by 40.5% week-on-week, with fashion and electronics emerging as the top-performing categories. This balance between online and in-store shopping showcases how technology and tradition are working hand in hand to deliver value to consumers.
What This Means for the Future of Retail
The success of Black Friday 2024 demonstrates the growing influence of AI-driven tools in shaping consumer behaviour and retail strategies. As shoppers become more accustomed to these technologies, retailers must adapt by integrating AI into their operations to stay competitive.
From enhanced personalisation to seamless shopping experiences, the possibilities for AI in retail are vast. As Vivek Pandya noted, “This year’s Black Friday success underscores how technology and tradition are working hand in hand to deliver value to both retailers and customers.”
As AI continues to revolutionise the shopping experience, its role in transforming Black Friday and other major retail events will only expand. Retailers who embrace these innovations will not only keep pace with changing consumer expectations but also unlock new opportunities for growth and success.
