Are you taking the necessary steps now to ensure a successful Black Friday 2025? The first step in Black Friday planning is to get to know your seasonal buyers. The best way to shape a buyer persona for Black Friday is by examining ecommerce reports and data.
Let’s explore five ecommerce reports and insights that you can take action on immediately for your Black Friday strategy in 2025.
1. Popular Searches
What terms did last year’s Black Friday shoppers search for? Pull a list of your top search queries from peak season 2024 and review the product results that were served in response. Do shoppers repeatedly search for a product you don’t carry? Consider stocking it this year. Do customers look for “t-shirts” and fail to find your “crew necks”? Make sure synonyms are set up accordingly. Is “Black Friday sale” a top search term? Curate a dedicated landing page this year. Dig through your search query data and act on the most common ecommerce trends for 2025.
2. Zero Search Results
Did shoppers encounter “no results found” last year? Take steps now to make sure it doesn’t happen again. Identify zero-result search queries and set up synonyms or redirects as needed. If misspellings are an issue, implement autocorrect and “did you mean” suggestions.
For those search terms where you simply don’t have a relevant result, look at other ways to optimize your no-results page. Highlight your best Black Friday 2025 offers, suggest alternative products, or guide shoppers to your most popular categories. Lastly, enable content search so shoppers can quickly locate your return policies and shipping information.
3. Category Insights
Which category pages did shoppers interact with most during Black Friday 2024? Delve into this ecommerce report for page views, time on page, bounce rates, exit rates, interactions, and page values for your top- and bottom-performing categories.
Identify whether any quick wins will boost your underperforming areas from last year and double down on the landing pages, messaging, and promotions that consistently resonate. Find opportunities to adapt your merchandising strategy for a more engaging product display this year. Try boosting best sellers, top-rated products, or your biggest discounts to capture shoppers’ interest.
4. New vs. Returning Visitors
Do your Black Friday shoppers consist of the same repeat customers you attract all year-round, or do you experience an influx of new visitors at this time of year thanks to high-profile sales? While a spike in fresh customers is always welcome, their lifetime value is limited if they never return post-Black Friday.
Focus on ways to turn last year’s seasonal shoppers into repeat customers if you want to get the maximum value from these visitors. For loyal shoppers who return again and again, consider an extra special incentive to reward them during the holiday shopping season.
5. Conversions and Average Order Value (AOV)
How does your Black Friday AOV compare with the rest of the year? If it’s significantly lower, this could be a sign you need to upsell and cross-sell more by using product recommendations to surface personalized suggestions to shoppers. They might come to your site with one product in mind and be pleasantly surprised to find you also stock other items on their holiday shopping list. Impulse purchases are at an all-time high during sale periods, so boost product visibility to increase cart values.
Sell More with Powerful Ecommerce Reports and Insights for Black Friday 2025
For informed Black Friday planning in 2025, look to the past for insights and ideas. To exceed previous years’ performance, develop and execute campaign strategies with data-backed decisions that will lead to higher engagement, increased conversions, and greater customer loyalty.
Learn all you need to know about successfully preparing for the holiday shopping season in Part 1 of our Black Friday 2025 Playbook Series.
