The annual shopping event of Black Friday through to Cyber Monday has been heralded as a make-or-break point for retailers, according the the Black Friday insights released today by Adyen and BigCommerce.
Globally, Adyen processed over $34 billion across 670 million+ transactions – with Black Friday accounting for a 54% increase in transaction value when compared with any other day in 2024.
Black Friday insights – Gifting
With gifting typically making up a significant portion of purchases at this time of year, data from BigCommerce demonstrates:
- Globally, top-performing sectors by Gross Market Value (GMV) were apparel & accessories (52%), toys & games (44%), sporting goods (38%), hardware & tools (24%), baby & toddler (24%), food & beverage (21%)
- EMEA stores saw even bigger results: a 39% GMV increase and 45% increase in orders, driven by GMV increases of 112% in Italy and 38% in the UK.
- Mobile orders also increased by 7% compared to last year, and accounted for 35% of total orders
- Purchases via iPhone accounted for 71% of mobile orders
Black Friday insights – Payments
Crucially, the ways consumers have paid for products and services has changed too:
- GMV generated from social commerce platforms increased by 15% year-over-year, with BigCommerce customers experiencing an 18% increase in orders placed through social channels – echoed by Adyen data from 2024, showing a 32% increase in social commerce in the UK alone
- BigCommerce data shows that alternate payment methods such as PayPal, Amazon Pay and Apple Wallet increased 3% compared to Cyber Week 2023
- BigCommerce customers saw a 10% increase in Buy Now, Pay Later purchases this Cyber Week compared to 2023 too
- And in-person retail proved valuable still – Adyen processed 98million+ in-person payment transactions for customers in stores, and 90% of payments were made via contactless
Black Friday isn’t just about volume—it’s about value. Our data shows that the average transaction on Black Friday in the UK is 33% higher than on any other day of the year. This highlights that shoppers aren’t just bargain hunting; they’re making bigger, more deliberate purchases as they prepare for the festive season.
This trend shows that Black Friday is evolving. It’s not just about grabbing deals—it’s become a crucial opportunity for shoppers to stretch their budgets on higher-value items ahead of Christmas. For retailers, this is a signal to focus their offers on quality as much as quantity, to match what shoppers are really looking for.
Technology also played a vital role this year, with 90% of transactions made using contactless payments. Stores equipped with the right tech were able to offer faster, smoother shopping experiences—helping them attract more customers through the door.
– Nicole Olbe, Managing Director, Adyen UK
It is truly impressive and satisfying to see BigCommerce brands and retailers do so well during this critical Cyber Week period. The 26% GMV increase is the largest increase our customers have seen since we started reporting in 2021. In a year when holiday spending is expected to grow much less, these results reflect our customers’ innovation and quality products as well as the strength and flexibility of our platform to help them deliver fast checkout, high conversion rates and incredible buying experiences.
– Al Williams, general manager of B2C at BigCommerce
