Black Friday 2024: Insights on uptime, fulfillment, and store contributions
Black Friday 2024 demonstrated the importance of omnichannel excellence. With these metrics in mind, retailers can fine-tune their strategies for a successful 2025.
Insights from Adobe’s 2024 Holiday Shopping Report confirm a significant trend: Black Friday is reclaiming its status as the most important day of the holiday shopping season. With a surge in spending across both online and in-store channels, Black Friday outperformed other peak days such as Cyber Monday, underscoring its importance in driving sales. Adobe’s data revealed that the concentration of activity on Black Friday 2024 resulted in record-breaking volumes, as shoppers continue to prioritise this day to secure deals.
For brands, this resurgence means that investing in peak day preparation is more important than ever. By optimising systems to handle increased demand and ensuring fulfilment processes are seamless, brands can capitalise on Black Friday’s growing momentum.
In this blog, we’ll dive into OneStock’s key metrics from Black Friday and Cyber Monday, analysing trends in order volume, fulfilment efficiency and store contribution to uncover actionable insights for 2025 planning.
Key metrics from the 2024 Black Friday season – from Friday 29 November to Monday 2 December
Order volumes: navigating the Black Friday surge
Total orders processed: Significant YoY growth: +52%
Volume distribution:
- Hottest Friday: 28% – highest share of the weekend
- Hot Saturday: 22% of total volume
- Hotter Sunday and Monday: Both days accounted for 25% of total volume
Peak order rate: 31,700 orders per hour on Sunday night
Store contributions: fulfilment hubs and conversion drivers
Orders fulfilled from stores: 22% of total orders
Delivery Promises: Building trust during peak times
Total delivery promises generated: 16.2 million over the period
Delivery modes: consumer preferences at a glance
- Home delivery: 68% of total orders
- Click and Collect: 27% of total orders
- Reserve and Collect: 5% of total orders
- Order in Store : +17K orders
Cancellation rates: a key measure of operational efficiency
Average cancellation rate during peak periods: 1.4%.
Takeaways for 2025 planning
Focus on delivery reliability: Strong delivery promises build customer trust during high-stress periods.
Leverage stores strategically: Use stores as both fulfilment centres and customer experience drivers.
Optimise for preferred delivery modes: Tailor your strategy to meet consumer demand for flexible fulfilment options.
Prepare for volume surges: Invest in robust systems to seamlessly handle peak order volumes.
Monitor operational KPIs: Keep cancellation rates low with accurate inventory visibility and efficient processes.
