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If recent history is a harbinger of what’s in store for retailers online on Black Friday this year, consumers are ready for web shopping.

Web shoppers — and online retailers — are gearing up for a big upcoming Black Friday.

And if recent history is a harbinger of what’s in store for retailers online this year on Black Friday, consumers are ready for web shopping. They’re ready to spend, go even more mobile and look to Amazon, Walmart, and Target for the best app deals, according to data from Website Builder Expert.

Black Friday web shopping

To target Black Friday shoppers in 2022, retailers sent out 141 million marketing emails. But personalized email campaigns achieved, on average, a 30.3% higher open rate and a 49.7% higher click rate than non-personalized campaigns.

Overall, the most effective Black Friday marketing channels were email, social media, and paid search in 2022. Paid search emerged as the biggest sales driver. It contributed to 28% of online sales during Black Friday 2022, says Website Builder Expert.


In terms of customer engagement, the use of chatbots witnessed a surge, with a 57% increase in messages on Black Friday 2022.

“Black Friday 2022 saw a notable shift in consumer behavior,” Web Builder Expert said. “74% of shoppers embarked on their Black Friday journey without a specific item in mind. This departure from traditional shopping lists suggests a more exploratory and spontaneous approach, signaling a change in the dynamics of the Black Friday experience where shoppers are straying from need-based shopping.”

More Charts & Data Stories

Check back soon for more Charts & Data Stories, like our weekly B2B infographics. Here’s last week’s. We add new content regularly. 

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