LogiCommerce study: Black Friday reinforces loyalty with 69% of repeat users in Spain

By LogiCommerce - Black Friday continues to grow in Spain but slows down after the big increase in 2023. In 2024, it will remain at 5% revenue growth but consolidate as a loyalty strategy with 69% of recurring users.

• 31% of new users in e-commerce during the month of Black Friday
• 5% increase in revenue during Black Friday month, but -3% drop on D-Day compared to 2023.
• +25% recurring users in the last 4 years

The eCommerce platform LogiCommerce, which counts among its clients renowned brands such as eseOese, Yerse, Volkswagen, MUNICH, and Eurekakids, among many others, has analyzed data from its clients over the last four years to see the evolution of Black Friday in Spain.

"In recent years, we have seen how Black Friday has gone from being a date focused on impulse buying to becoming a strategic brand opportunity. It's not just about offering aggressive discounts but about taking advantage of this moment to build customer loyalty and establish a stronger connection with them. Data shows that brands committed to this vision are managing to consolidate 69% of recurring users, which is key to their long-term success," explains Màrius Rossell, CEO and Founder of LogiCommerce.

In a year with many doubts before Black Friday, the campaign continues to grow slowly. After the great growth of 36% in 2023, this 2024 revenue during November has grown by only 5%. If we analyze the purchases made on the same day of Black Friday, retailers have experienced a negative growth of 3% compared to 2023.

Black Friday as a customer loyalty strategy

At a Black Friday event organized in October by LogiCommerce and other partners, companies such as Naf Naf and Banoffee Barcelona announced that loyalty strategies would be the main protagonists this year.

The brands' efforts have been clearly reflected in the data analyzed by LogiCommerce, which registered a 25% growth in recurring users since 2020 and 9% if we take the data of 2023 as a reference.

Recurring users accounted for 69% of consumers both during the month's campaign and on Black Friday itself.

It is also worth noting that the stores that have opted for Black Friday have registered 30% of new users in the purchases received, who, thanks to loyalty strategies, may become repeat buyers in future campaigns.

Users still prefer to purchase from the computer, 69%, compared to 40% who buy from a mobile device. However, purchases made on Black Friday show a clear upward trend compared to last year, with an increase of 14%.

The evolution of the Black Friday campaign until the current Black Month, coupled with the greater experience and level of demand of consumers in their online purchases, have turned the impulse purchase typical of campaigns of big discounts into a reflexive purchase as we can see in the data analyzed by LogiCommerce.

About LogiCommerce

LogiCommerce is a SaaS eCommerce platform developed 100% in Spain. It combines advanced technology with intuitive management to help B2B and/or B2C companies from all sectors grow in the digital world. With a transparent and competitive Total Cost of Ownership (TCO), LogiCommerce is positioned as the ideal solution to scale and optimize eCommerce profitably and sustainably.

Major brands such as VW, MUNICH, Muebles La Fábrica, EseOese, Tres Grifería, Eurekakids, and Torrons Vicens, among others, rely on LogiCommerce to manage and boost their digital business.