Data shows that Black Friday is looking to have a resurgence in 2024 and our findings position news brands as a key platform for advertisers to reach these price conscious consumers…
Our five key takeaways ahead of Black Friday 2024 are:
- Black Friday 2024 is set to be a major shopping event.
- Consumers shopping in key Black Friday sectors are reading news brands.
- People are reading news brands looking for shopping inspiration and advice.
- Retail ads in digital and printed news brands score strongly across core brand metrics.
- Retail ads in print have a powerful return on investment.
Black Friday 2023 saw a downturn of 1.6% year on year due to low optimism driven by the cost-of-living crisis, but with consumer confidence above the long-term average for the first time since Q3 2021 now is the time for advertisers looking to capitalise on shoppers who are still price conscious.
This environment is primed for news brands with Brits who wait for sales more likely to turn to news brands for ideas of what to buy (+73%) and practical/expert advice (+41%) compared to the average UK adult.
For more in-depth analysis including; which sectors are predicted to perform the best, how the news brands engage with these audiences, and detailed brand metrics read or download the full report below.
