Black Friday shopping trends and insights for 2023

It’s that time of year again – retailers are gearing up for the holiday shopping rush as Black Friday quickly approaches, followed by more discount shopping days like Cyber Monday and Cyber Week.  

Emerging trends and customer expectations are going to shape how retailers approach the hectic shopping season. Getting a strong start to Black Friday and ensuring communication and operations run smoothly are going to be essential for brands to see success throughout the rest of the holiday season.  

Experts at McKinsey say that “we are entering the world of ‘phygital‘…where there is not a physical world or digital world in retail, but rather a completely connected one.” 

Creating connected experiences in retail means customers can stay in touch with their favorite brands from anywhere on the right channel, at the right time, and with the right message. Going “phygital” for Black Friday, and beyond, means blurring the lines between digital and physical store experiences, as customers are making the return to brick-and-mortar while still favoring the benefits they’ve grown accustomed to with digital shopping.  

Some popular examples of phygital experiences include:

Infobip research found that 54% of consumers say receiving impersonal messages annoys them and 47% ignore impersonalized messages altogether. 

As a result, retailers are investing in delivering personalized recommendations for products based on a user’s shopping or browsing history. To craft a personalized message, retailers need a clear picture of their audience so they can segment, create, and send tailored messages to customers based on the timing, channel, and content that’s relevant to them. 

Particularly during the Black Friday to Cyber Monday rush, consumers are short on time and more likely to interact with brands that understand their preferences and needs. Plus, if you can nail the communication at this crucial time in the customer journey, they’re more likely to turn into repeat, loyal customers that will engage with your brand year-round. 

The way customers interact with brands has changed dramatically over the last few years, and some retailers are still catching up to adapting solutions to meet their customers’ expectations.  

Infobip predicts a variety of messaging channels will be used to reach consumers this Black Friday:

PwC found that the number of companies investing in the omnichannel experience has jumped from 20% to more than 80%, and that “shoppers avoid retailers who are ill-equipped to deliver a seamless brand experience online, in-store and across multichannel media, both consistently and continuously.” 

You put a lot of time into crafting a Black Friday campaign. And each year, the pressure to achieve results intensifies. If you’re not reaching and engaging customers with an omnichannel solution that includes various channels, you’re likely missing an opportunity to make gains during the holiday shopping season. 

Black Friday is expected to be as busy as ever. Retailers should be prepared for shoppers to start looking for deals earlier in the month. Consumers want to know what deals will be available, if there are any special promotions pre-Black Friday and will keep an eye on their favorite products. 

Mobile messaging is particularly useful for targeting consumers who know what they’re looking for, are on the hunt for a bargain in advance of Black Friday or are simply raving fans of your brand. SMS is a favorite channel because of its reliable delivery and the fact that it is available on almost every mobile phone worldwide. 

If you are looking for inspiration, here are some sample SMS messages that you can use in your own Black Friday SMS campaigns. 

Remember though – the key to standing out in recipients’ inboxes is much more than catchy copy. People are far more likely to convert if messages are personalized and offer something that they are genuinely interested in. 

Here are some examples that include personalization, reward loyalty and build anticipation: