- Loyalty sign-ups surged 119% during Black Friday 2024
- More than 50% of Black Friday purchases were made on mobile devices
- SMS boasts a 98% open rate, making it a powerful channel for urgent offers
GATESHEAD, 26 November: Black Friday and Cyber Monday are set to break records again, with more than half of purchases expected to take place on mobile and loyalty sign-ups predicted to exceed last year’s surge. For retailers, this is a pivotal moment and the real opportunity lies in execution.
According to Jonathan Keighley, Chief Revenue Officer at SaleCycle, the challenge is clear. Brands that fail to recognise anonymous visitors or engage across channels will miss out.
Risks to watch out for
Cart abandonment spikes dramatically during Black Friday and Cyber Monday, often reaching levels far above the annual average. Every abandoned cart represents lost revenue at a time when acquisition costs are at their peak. Rising competition during the Golden Quarter drives up paid media spend, meaning retailers pay more to attract customers but risk losing them at checkout if remarketing isn’t in place.
Another risk is failing to capitalise on loyalty sign-ups. Last year saw a 119% surge in new loyalty programme registrations. Brands that neglect to nurture these sign-ups miss the chance to turn seasonal shoppers into long-term and loyal customers, leaving lifetime value on the table.
Infrastructure is growing, but readiness will decide the outcome
Shoppers are browsing incognito, using guest checkouts, and switching devices more than ever. Without identity resolution to link fragmented data such as email, device ID, and browsing behaviour, retailers risk losing visibility at the most critical moment. At the same time, consumers expect seamless engagement across channels. SMS, with its 98% open rate, remains a powerful tool for urgent offers, while combining email, SMS, and WhatsApp can significantly reduce cart abandonment and increase conversions.
High-ticket sectors such as travel and luxury fashion offer the biggest upside. Average order values in these sectors exceed £850, with some purchases reaching £3,347 for travel and £2,209 for designer items. Personalised offers for flights, accommodation, and premium products can deliver outsized returns during this peak trading period.
What retailers should do now
Keighley advises retailers to focus on practical readiness. That starts with identity resolution to recognise anonymous visitors and build complete profiles. From there, deploy omnichannel remarketing strategies that meet customers where they are – whether that’s email, SMS, or WhatsApp – and prioritise high-value sectors with tailored campaigns.
The brands that win Black Friday will be those that combine speed with precision. Interaction should be timely, relevant, and measurable.
The road ahead
Black Friday is no longer a one-day event – it has evolved into a month-long campaign that blends into seasonal promotions. This shift means retailers can no longer rely on short-term tactics alone. Sustained engagement beyond the weekend is now critical to capturing a greater share of wallet and building loyalty that lasts well into the new year.
Brands that invest in data-driven strategies – from identity resolution to omnichannel activation – will outperform the competition in 2026. The winners will be those that treat the peak trading season as the start of a longer customer relationship, not just a sales spike. By nurturing loyalty sign-ups and maintaining personalised engagement after the initial purchase, retailers can turn seasonal shoppers into repeat customers and maximise lifetime value.
Download SaleCycle’s Black Friday 2025 Guide here
More information
To arrange an interview with Jonathan Keighley, or learn more, please contact James Weaver at james.weaver@skoutpr.com / 07590 197699
About SaleCycle
Founded in Newcastle in 2010, SaleCycle is a full-funnel conversion platform helping brands identify, retain and re-engage more of their online visitors. Headquartered in Gateshead, England and in Paris, France, SaleCycle works with over 500 global brands to improve website performance and recover lost sales.
Using proprietary identity resolution technology, SaleCycle identifies up to 70% of anonymous visitors, unlocking new revenue opportunities and extending the reach of every campaign. SaleCycle integrates seamlessly with major CRM and marketing platforms, enriching customer profiles and complementing existing stacks.
Trusted by brands like Balenciaga, Vodafone, Breitling, L’Occitane, and Best Western, SaleCycle empowers marketing teams to convert before and recover after abandonment.