Black Friday and Cyber Monday dominate global shopping events
Black Friday and Cyber Monday are massive annual phenomena. In November 2024 alone, these two fueled $118.2 billion in revenue, with Black Friday itself pulling in an impressive $10.8 billion, as reported by Adobe. These numbers are staggering but not surprising. These two days act like a gravitational force for consumers and businesses alike, signaling a make-or-break moment for retailers worldwide.
Retailers don’t sit back and hope for a surge in foot traffic; they’re laser-focused on influencing buying decisions. Digital communication strategies have become invaluable during this period. From last-minute reminders to tailored campaigns, brands use technology to connect with customers in a way that feels almost personal and often irresistible. Black Friday and Cyber Monday are a stress test for brands to deliver seamless, compelling customer engagement.
The bottom line is simple: if you’re not all-in on digital communication during these days, you’re leaving revenue on the table. Smart brands treat this as a sprint and a marathon, crafting hyper-targeted messaging that nudges customers through their journey, right to checkout.
Consumers prefer personalised and omnichannel communication
In a survey of 1,200 consumers conducted by Sinch, personalization and omnichannel communication were shown as clear preferences during the holiday shopping rush.
Omnichannel strategies are the future. People jump between devices, messaging apps, and email faster than ever. For brands, that means delivering consistent, personalized messaging across these channels.. A personalized email or a perfectly timed SMS can influence where customers click, buy, and stay loyal.
SMS remains a key channel for last-minute deals and promotions
SMS continues to outperform when urgency is the name of the game. Over Black Friday and Cyber Monday, 1.8 billion SMS messages were sent globally. That’s a testament to the simplicity, speed, and reliability of text messaging.
For last-minute deals, reminders, and real-time updates, SMS remains unmatched. Brands know that if they need a consumer’s attention immediately, a text will get it done. There’s no lag, no algorithm gatekeeping, just a straight path to the customer.
Retailers who ignore SMS do so at their own peril. When everyone’s inbox is overflowing and apps are buzzing, a well-timed text cuts through the noise like nothing else.
Email communication sees growth and strong engagement
Email is alive and thriving, and the numbers prove it. Sinch reported a 33% increase in email volumes this Black Friday and Cyber Monday compared to last year. Email remains the go-to channel for 61.3% of consumers seeking promotions and 75.1% looking for transactional updates like order confirmations and shipping notifications.
Black Friday emails saw open rates hit 13%, while Cyber Monday saw engagement climb to 15%. These numbers are on par with year-round benchmarks, showing that email campaigns, when executed well, deliver consistent results even in a crowded market.
For brands, email is the dependable channel that delivers updates, seals deals, and builds long-term loyalty. Smart marketers know that during the busiest shopping days, an engaging subject line and a strong call to action are pure gold.
RCS gains momentum with interactive and rich messaging features
RCS (Rich Communication Services) is changing what messaging can do. With its ability to deliver branded, interactive content, RCS turns a simple message into an experience. This Black Friday and Cyber Monday, RCS saw explosive growth of 111% compared to last year. And consumers are on board as 51% showed interest in interactive holiday promotions sent via messaging apps.
Why does this matter? RCS goes beyond basic text. It supports rich media, branded visuals, and interactive elements like clickable buttons. For retailers, this means a new level of engagement, turning messages into mini shopping hubs. Imagine sending a promotion where customers browse deals, view images, and make purchases, all within the message itself.
The growth of RCS signals that consumers want more from their messaging experiences, and the brands that deliver will stand out.
Key takeaways
Retailers who used omnichannel communication during Black Friday and Cyber Monday outperformed the competition. The winning formula combines channels like RCS, SMS, and WhatsApp into a smooth system that meets customers where they are.
The holiday season is chaotic, and consumers are juggling devices and platforms at record speed. Omnichannel communication smooths out that chaos by offering a consistent experience across platforms. Whether a customer opens an email, reads a text, or interacts on WhatsApp, the messaging feels connected, intentional, and relevant.
