Black Friday By The Data: Real Insights from Millions of Post-Purchase Surveys

As the holiday season approaches, eCommerce brands are facing a complex consumer landscape shaped by uncertainty and inflation. Jeremiah Prummer of KnoCommerce reveals that shoppers are feeling more cautious than in previous years, with lower overall economic sentiment driving them to prioritize deals and value over loyalty. His company’s 14 million monthly survey responses indicate that while spending intent typically rises in November, year-over-year growth may flatten, marking a more “survival-oriented” season for many brands.Another major shift is happening in how shoppers discover products. With many brands pulling back on paid ad spend, Google and word-of-mouth have grown as discovery channels, while Meta and TikTok see modest declines. Emerging platforms like YouTube, Reddit, and even mobile gaming ads are rising in influence. Jeremiah emphasizes that this diversification requires marketers to pay closer attention to organic and referral-based discovery while strengthening owned channels, especially email and SMS, which offer reliable reach and strong ROI.Ultimately, success this Black Friday hinges on preparation and adaptability. Jeremiah advises brands to separate “self-buying” from “gift-buying” offers, craft compelling bundles to increase average order value, and increase communication frequency to cut through the noise. Knowing when shoppers are most likely to buy, Thursday night through Friday morning and Monday evening, is key. Brands that plan smartly, communicate consistently, and stay close to their data can still thrive in an unpredictable market.Episode LinksGreg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/Jeremiah Prummer LinkedIn: https://www.linkedin.com/in/jeremiahprummer/KnoCommerce: https://knocommerce.com/https://www.stryde.com/black-friday-by-the-data-insights-from-post-purchase-data/