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Changing Retail Forever? 2024’s Holiday Shopping Trends in Numbers

Changing Retail Forever? 2024’s Holiday Shopping Trends in Numbers

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Despite tighter financial pressures, consumers didn’t shy away from spending during the 2024 holiday season. But the real story isn’t how much they spent; it’s how they spent.

From Black Friday to New Year’s Day, shoppers weren’t just filling carts. They were making smarter, more intentional choices. Value, meaningful purchases, and mindful spending took priority over those “add-to-cart-now, regret-later” splurges.

As we double down on retail strategies ahead of 2025’s holiday season (yes, it’ll come around quicker than you think), let’s take a look at key shopping trends from 2024 that could be here to stay.

And if you want more on this, we’ve got you covered. Check out our full report highlighting the key consumer trends and behaviors from the holiday period.

The majority of consumers were in a more precarious financial situation vs last year

What happened during the 2024 holiday season

If we had to sum up the 2024 holiday season in three words, it would be intentional, strategic, and value-driven. Sure, financial pressures were high, but people were still spending, just more thoughtfully.

Here are the highlights:

Black Friday and Cyber 5 were central to holiday spending

Black Friday has officially morphed into an entire event, becoming Cyber 5 (Thanksgiving through Cyber Monday). In Similarweb’s analysis over the whole period we saw:

📈 Web traffic surged by 6.7% YoY, almost triple the average annual growth rate.
💻 Cyber Monday saw the most traffic. But it was the Saturday after Black Friday that surprised retailers with the biggest growth spike.
🎁 Retailers that kept sales rolling post-Black Friday saw higher engagement and more conversions.

Graph showing web traffic over Cyber 5 2024 compared to the rest of the year

👉 Key Takeaway: Brands that treat the entire Cyber 5 as a shopping marathon, not a sprint, see higher engagement and conversion rates.

In with quality, out with quantity

High-ticket, high-quality items dominated search trends in 2024. In fact, four out of the top ten most-searched products during Black Friday were big-ticket tech items over $500, like the iPhone 16 and the MacBook Pro.

Get the 2024 holiday season report

Discover key insights and trends from 2024’s biggest shopping event.

Download now

Compare this to 2023, where none of the top searches on Amazon crossed the $500 mark.

This shift signals a growing consumer mindset: they’re willing to splurge, but only when it feels worth it.

Results for web traffic on high-ticket items

👉 Key Takeaway: Consumers are actively searching for irresistible deals on high-ticket items.

The rise of practical gifting

Even with tightened budgets, gifting intent increased compared to 2023. However, gifting looked a little different this year.

Shoppers preferred meaningful, practical gifts instead of flashy, short-lived trends. They leaned into gifts that offer a personalized experience, or products that promise longevity over quick thrills.

Web traffic to different categories over the holiday season

👉 Key Takeaway: Position your products as “the perfect gift”. Highlight emotional value, durability, and practicality to make your items stand out.

Direct-to-consumer (DTC) brands stole the show

While retail giants Amazon and Walmart remained strong players, 2024’s holiday season saw consumers shift in favor of direct-to-consumer (DTC) brands. This is reflected in websites like fabletics.com and hoka.com experiencing major growth, with YoY increases of 215.6% and 184.3%, respectively.

This highlights a clear shift in consumer behavior. Shoppers are seeking authenticity, exclusive offers, and personalized experiences that are unique to D2C brands.

D2C sites that experienced the most growth over the holiday season

👉 Key Takeaway: Authenticity sells. If you’re a DTC brand, lean into what makes you unique, whether it’s curated products, killer customer experiences, or exclusive deals. Focus on building trust and genuine connections with your audience.

Strategic shopping replaced impulse buys

Consumers entered the 2024 holiday season prepared, often knowing exactly what they wanted and where to buy it. Direct traffic to major retailers like Amazon and Target rose YoY by 1.9% and 6.5% respectively, reflecting consumer intent.

Pre-purchase research is the norm, including price comparisons, reviews, and deal-hunting. Popular products gained traction as early as October, with interest steadily growing through November’s Black Friday rush and peaking during December.

Notably, December’s top trends mirrored those from October, highlighting how early shopping habits can predict peak-season demand.

Web traffic trends over October, November and December 2024

👉 Key Takeaway: To win over strategic shoppers, meet them early in their buying journey. Invest in content marketing, SEO, and retargeting to stay top-of-mind when they’re ready to click “buy.”

Generational spending patterns differed

Over 50% of consumers reported having less disposable income, but Millennials and Gen Z continued to spend, prioritizing experiences, meaningful gifts, and products that aligned with their values.

On the other hand, Gen X and Boomers tightened their belts, focusing on practical, budget-friendly gifts.

Survey results showing how much people of different generations plan to spend on gifts

👉 Key Takeaway: One-size-fits-all marketing won’t work. Target older generations with messages about value and practicality. Highlight experiences and authenticity for younger shoppers.

So, what’s next for 2025?

Shoppers have more power than ever, using price comparison tools to validate the value of their purchases. To stay competitive, retailers must double down on omnichannel marketing, and ensure they are visible across all channels, including search engines, social media, and dedicated deal apps.

Brands that balance affordability and quality will stand out. And remember, personalization has shifted from being a nice-to-have to an expectation.

Use Similarweb to develop your marketing strategies. Brands, more than ever, need to connect with consumers, tailor offers, and adapt strategies in real-time. Doing so will allow them to create the personalized experience consumers want.

Get the 2024 holiday season report

Discover key insights and trends from 2024’s biggest shopping event.

Download now
author-photo

by Gila Holder

Content Marketing Manager

Gila has a background in creating engaging content across ecommerce and tech. She's committed to staying ahead of the latest digital marketing and social media trends (as hard as this is). When she’s not sharing marketing insights, you’ll find her exploring hiking trails or unwinding at the yoga studio.

This post is subject to Similarweb legal notices and disclaimers.

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