Black Week 2024 proved yet again why it’s the biggest event in e-commerce. Retailers across Europe saw steady growth, with Black Friday reaching an impressive peak of 11.4 orders per second, a 205% spike compared to regular sales periods.
At Ingrid, we’ve been diving into the numbers to figure out what made this year special. Shoppers showed us what really matters to them — sustainability, convenience, and value. Retailers, meanwhile rolled out deals earlier than ever to stay ahead in a competitive landscape. Here’s a closer look at what shaped Black Week 2024 and what it means for the near future of-commerce.
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Key highlights from Black Week 2024
One thing that made Black Week stand out in 2024 was Monday, November 25. It emerged as the week’s fastest-growing day, increasing by 17% year-over-year (YoY). Black Week shoppers wasted no time diving into early deals and shifting the focus away from the usual Black Friday buildup. Later in the week, sales dipped by 4% as consumers chose to spread out their purchases throughout the week.
Overall, Black Week 2024 delivered steady growth for e-commerce. Retailers using Ingrid Delivery Experience Platform saw order volumes grow by 2% YoY, while total orders jumped an impressive 43% compared to last year.
Shifting product trends
Black Week 2024 revealed clear changes in what shoppers were buying. Online pharmacy and health products led the way, growing by 18% YoY. Fashion, sports, and outdoor goods held their ground, remaining go-to categories for shoppers throughout the holiday season.
Meanwhile, electronics, a longtime Black Friday favorite, dropped by 34%. Consumers spent online with more intention, focusing on practical necessities rather than splurging on high-value and luxury items. Finally, the Black Friday decline in foot traffic at brick-and-mortar stores suggests a rising preference for online shopping.
Green is the new black
Sustainability played a bigger role than ever, and it's no longer just a green-washing buzzword. Over 51% of shoppers chose eco-friendly delivery options, like 'fossil-free' and 'climate-smart' when given the choice.
Retailers that integrated sustainable delivery options with descriptive labels at checkout gained an edge. They appealed to holiday shoppers who expect brands to take social responsibility and actively shaped Black Friday shopping trends.
How holiday shopping shaped delivery
Black Week 2024 highlighted just how much delivery options influence purchasing decisions. Home delivery was still the most popular method to be offered by retailers, although it dropped by 2 percentage points (p.p.) compared to the year before.
That said, more shoppers have turned to faster and more flexible options, and that reflects on the delivery offer at checkout. Parcel lockers jumped by 4 p.p., and in-store pickups grew by 1 p.p., offering the speed and convenience many shoppers now expect.
Free shipping vs. premium delivery
Retailers took a fresh approach to delivery during Black Friday 2024. Free shipping dropped by 4% compared to 2023 as many brands set thresholds or promoted upselling premium options like express and named-day delivery.
It wasn’t just about cutting costs. This strategy turned shipping into a smart tool for boosting the average order value (AOV) and average cart value (ACV). Shoppers showed they were happy to pay for faster, more flexible options, as long as they understood the value of paying more. By balancing free and premium delivery, companies can increase online retail sales while keeping profitability in check.
Overcoming logistical challenges
Black Friday 2024 pushed logistics to the limit — late deliveries spiked by 70% compared to regular weeks, and the average delivery promise stretched up to six days. Parcel lockers and in-store pickups stood out as faster options, thanks to their last-mile efficiency and 24/7 accessibility.
The brands that handled this best were the ones that came out ahead. By setting clear expectations and offering flexible delivery choices, they turned a tough situation into a chance to build trust. Even during the busiest week of the year, transparency and flexibility went a long way.
Geographic market highlights
Our data and analytics team checked some of the key e-commerce metrics for Black Week orders placed from Norway, the UK, the Netherlands, Sweden, Germany, and Denmark.
Delivery preferences by country
One size doesn’t fit all. This is especially true when it comes to local delivery preferences. In 2024, the Black Friday week revealed just how much they can vary across regions. The top five shipping carriers in each market reflect a diverse range of delivery options, including free shipping, home delivery, out-of-home (OOH) methods, seven-day-a-week delivery, climate-smart shipping, and more.
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Norway
In Norway, 58% of orders included free shipping. The top carriers by order volume were Bring, Helthjem, PostNord, Instabox, and Porterbuddy. As a Scandinavian e-commerce market, Norway's mature delivery landscape offers a variety of delivery options, such as home delivery, out-of-home (OOH) methods, delivery with early morning newspapers, and even seven-day delivery services.
UK
In the UK, 51% of online orders came with free shipping. The top carriers by order volume were Evri, DPD UK, Hermes, Royal Mail, and UPS, which mostly offer home and mailbox delivery, as well as parcel shop pickups. Parcel lockers are gaining traction among the Brits, as in the first quarter of 2024, the number of parcel locker deliveries increased by 147% YoY. It remains to be seen how the trend will reflect in our Black Week 2025 retail data.
Netherlands
In the Netherlands, 55% of online orders had free shipping. The top carriers by order volume were DHL eCommerce, Budbee, DHL, PostNL, and UPS. Parcel locker deliveries in the Netherlands have surged 150% since 2023, as Dutch consumers embrace flexible, convenient pick-ups. PostNL reports that by the end of 2024, 2.5 million Dutch customers have personalized their delivery preferences through the carrier's app. In September 2024, Budbee announced its full transition to parcel lockers at the expense of traditional home deliveries.
Sweden
In Sweden, 57% of online orders came with free shipping. The top carriers by order volume were PostNord, Instabox, Budbee, Early Bird, and DB Schenker. Just like in Norway, Swedish consumers are savvy in terms of online shopping and delivery convenience. Here's an example from the local carbon-neutral last-mile delivery solution Airmee, which announced that parcels no longer take days off and rolled out a nationwide weekend delivery service.
Germany
In Germany, 60% of orders included free shipping. That's the highest percentage among the six markets mentioned, which suggests that free shipping can make or break sales for German shoppers. The top carriers by order volume were DHL eCommerce, DHL Paket, DHL, Hermes, and UPS.
Denmark
Finally, Denmark ended up with only 44% of free shipping orders. That's the lowest percentage among the six markets mentioned, which means free Black Week delivery doesn’t seem to be a game changer for Danes. The top carriers by order volume were PostNord, GLS, Bring, Budbee, and Instabox.
Average shipping revenue vs. free shipping
Finding the right balance between free delivery offers and shipping revenue is key, and strategies vary across markets. In regions with fewer free deliveries, retailers often prioritize generating higher direct shipping revenue. Meanwhile, markets with higher free delivery rates typically focus on driving conversions and increasing basket sizes to offset reduced shipping income.
Norway. €2.6 including free shipping, €6.2 excluding free shipping.
UK. €3.4 including free shipping, €7 excluding free shipping.
Netherlands. €2.4 including free shipping, €5.2 excluding free shipping.
Sweden. €2.2 including free shipping, €5.1 excluding free shipping.
Germany. €2.5 including free shipping, €6.2 excluding free shipping.
Denmark. €3.5 including free shipping, €6.2 excluding free shipping.
Cyber Monday sales vs. Black Friday
Cyber Monday wrapped up Black Week with a strong finish, with checkout orders across Ingrid growing by 6% YoY. It proved its value once again, especially as mobile shopping made last-minute deals more accessible. Black Week and Cyber Monday aren’t standalone events anymore — they’re part of the same narrative. Treating the week as one cohesive campaign, with consistent messaging and well-timed offers, not only keeps shoppers engaged but also ensures stronger results — from start to finish.
Our retail picks from Black Week 2024
The Lipstick Effect
Participation in Black Friday 2024 was higher than last year but not spectacular. Retailers had to work harder to motivate cautious shoppers to spend, rather than save. Skincare and cosmetics were expected to shine as standout performers during the holiday season, just as they have in recent years.
It’s the Lipstick Effect in action — an economic theory suggesting that during downturns, frugal shoppers are more inclined to splurge on small indulgences like makeup or premium accessories. Sounds like a win for luxury brands that are balancing markdowns and high order volumes with premium positioning.
Interestingly, today's popular fashion and beauty brands have mastered the art of tapping into the 'sweet treat' culture. They cleverly pair their products and brand experiences with imagery of butter, pancakes, berries, and coffee to evoke sensory cravings and the allure of a 'guilty pleasure'.
Boots
You'd be surprised if you think the retail industry has moved past the Black Friday scenes of crowds camping outside stores and rushing in as soon as the doors open. Boots UK's app and website crashed repeatedly amid its "biggest ever" Black Friday sale as early as November 13th, placing enthusiastic shoppers in a virtual queue. The UK health and beauty retailer seemed to have been running 22,000 deals throughout the whole month.
Le Creuset
Earlier in November, the coveted cookware brand Le Creuset launched a two-day weekend sale at its UK warehouse in Andover, Hampshire. "Le Creuset on sale — I predict a riot," Hilary Rose wrote in The Times. "It's the only thing I can think of which is indestructible, lasts forever, won’t be nicked in a burglary and can be passed down the generations tax-free, all without needing any maintenance whatsoever."
The two-day in-person event was so popular among the local consumers that it eventually resulted in traffic chaos, prompting Hampshire police to step in. Hundreds of shoppers turned up to snag enameled cast iron skillets and other high-end kitchen items at discounts of up to 50%, also including limited editions and rare colors. Social media videos showed hundreds of cars lining the nearby roads around the business park.
ASKET
"Closed for business — open for repairs." On the eighth consecutive Black Friday, Swedish clothing label ASKET shut down its online store and kept its Stockholm locations closed for business the entire weekend. The Norrmalmstorg operated exclusively for repairs, and the Bondegatan Restore only put reconditioned garments on sale.
Holzweiler
Oslo-based, family-run fashion house Holzweiler celebrates the art of slow, mindful holiday shopping — this year’s gift guide campaign shines a spotlight on the brand team’s charming furry companions: Annie, Nansen, Indie, Salto, Tsar, and Roffe. No aggressive discounting.
How to get ready for Black Friday 2025
''The biggest win for us has been the decrease in downtime, we’ve actually seen a huge improvement after we switched to Ingrid. It’s worth a lot to us — Haypp Group runs operations 24/7, and we can’t afford any problems with the system."
Jenny Mitts, Head of Global Distribution, Haypp Group
Prepare early
Starting early is the key to success. Teaser campaigns, personalized offers, and exclusive previews are great tools to grab shoppers’ attention before the week kicks off. The data from 2024 makes it clear — early momentum matters. Retailers who created excitement in the lead-up to Black Week had a stronger start and more engaged customers. Use these insights to prepare for the next holiday shopping season.
Focus on delivery performance
Delivery was a standout factor in 2024. As global online sales continue to grow, offering diverse delivery options — like OOH methods and express shipping — will be essential in 2025. Shoppers are looking for choices that balance speed, convenience, and the environmental impact.
Free shipping still plays a big role, but premium options like weekend or named-day delivery are becoming increasingly popular. Striking the right balance between free shipping thresholds and paid upgrades can drive sales while keeping costs under control.
Build long-term loyalty
In 2024, the retailers that stood out didn’t just offer discounts but also provided exceptional service. Personal touches, seamless checkouts, and on-time delivery were key drivers of customer satisfaction. Setting realistic expectations isn’t just good service — it’s how you build trust that lasts.
For 2025, focus on follow-up strategies to nurture these relationships. Use post-purchase emails or messages to engage customers, thank them for their order, and highlight your brand values. Incentives for future purchases, like personalized discounts or loyalty rewards, can also go a long way in keeping customers coming back.
Final thoughts
Instead of relying on blanket Black Friday sales, many marketplace and brand retailers are shifting toward strategic, value-driven promotions throughout the year. Think upsell offers, complementary bundles, loyalty benefits, and premium experiences. Delivery and returns, for one thing, are already emerging as key revenue and profitability drivers far beyond the short-lived boost of aggressive Black Friday shopping and the ensuing holiday season.
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