Black Friday and Cyber Monday: Origins, Data and Trends in Fashion eCommerce

Black Friday and Cyber Monday are two unmissable dates for shopping enthusiasts, and have now become key events for eCommerce too, especially in the fashion industry. Originally tied to American culture, these events quickly went global, becoming a significant phenomenon in Italy as well. In this article, we look at the origins of these events, the data from recent years in fashion eCommerce, the 2024 results and the trends shaping the future of online shopping.

The Origins of Black Friday and Cyber Monday

The term "Black Friday" dates back to the 1960s in the United States and originally referred to the heavy traffic on the day after Thanksgiving. Over time, this Friday took on an economic meaning, marking the start of the Christmas shopping season and becoming a moment for major discounts. American companies helped turn Black Friday into a large-scale commercial event, drawing in consumers with aggressive promotions and limited-time offers. Cyber Monday, on the other hand, was born in 2005 thanks to the National Retail Federation, which created the event to boost online sales. This Monday following Black Friday quickly gained popularity, riding the rise of eCommerce and becoming a key moment for online stores. Today, both events are synonymous with shopping frenzy and unmissable deals, with an enormous impact on the global market, including Italy.

Italian Data Over the Last Three Years in Fashion eCommerce During Black Friday and Cyber Monday

In recent years, Black Friday and Cyber Monday have seen continuous growth in Italy, with a significant increase in online sales, especially in the fashion industry.

• 2022: The total revenue generated during Black Friday and Cyber Monday was around €3.5 billion. Of this, a significant share came from eCommerce, where fashion dominated with 38% of transactions. The best-selling products included winter clothing, shoes and accessories.
  
  
• 2023: With 8% growth compared to the previous year, sales reached €3.8 billion. The fashion industry continued to post excellent performance, supported by the growing digitalisation of Italian small and medium-sized businesses. Among consumer preferences, luxury brands and sustainable products stood out, a sign of shifting buyer priorities.
  
  
• 2024: Black Friday and Cyber Monday in 2024 set a new record in Italy, with turnover exceeding €4 billion. Fashion kept its central role, accounting for over 40% of total sales. This result reflects not only the maturity of the Italian eCommerce market, but also growing consumer confidence in online shopping.

2024 Data and Trends in Online Fashion

2024 was a crucial year for fashion eCommerce in Italy. According to the B2C eCommerce Observatory at the Politecnico di Milano, online sales during Black Friday and Cyber Monday exceeded €2 billion, recording growth of 9% compared to 2023. The main trends to emerge in the fashion industry include:

• Personalised shopping: Consumers are looking for tailored experiences, and many companies have responded to this demand by offering AI-driven recommendations and personalised promotions.
  
  
• Sustainability: Eco-friendly fashion played an important role, with many brands promoting collections made from recycled materials or low-impact processes.
  
  
• Mobile Shopping: Most purchases were made via smartphone, confirming the importance of a mobile-first experience for merchants.

Best-Selling Items in Clothing and Fashion

During the Black Friday and Cyber Monday 2024 period, Italian consumers showed a preference for the following items:

• Coats and jackets: With winter arriving, these items were among the most purchased, helped by significant discounts on well-known brands.
  
  
• Jumpers and winter clothing: Cashmere and oversized jumpers recorded strong sales, especially among consumers looking for high-quality pieces at reduced prices.
  
  
• Luxury sneakers: Brands such as Gucci, Balenciaga and Adidas saw a sharp rise in sales, with iconic models often selling out within the first hours of the events.
  
  
• Luxury accessories: Bags, wallets and watches continued to be among the most sought-after products, especially in high-end segments.

Shopify eCommerce 2024: A Comparison with 2023

Shopify, one of the world's most widely used eCommerce platforms, posted record results during Black Friday and Cyber Monday 2024. Globally, sales reached 11.5 billion dollars, marking a 24% increase compared to 2023. In Italy too, the figures were particularly positive:

• 32% growth in the number of consumers compared to the previous year, a clear sign of growing trust in eCommerce platforms.
  
  
• Average basket value: Italians spent an average of €119.12 per transaction, with a preference for the fashion industry.
  
  
• Top categories: In addition to clothing and accessories, personal care items such as perfumes and skincare products were in particularly high demand, highlighting growing interest in personal wellbeing.

The Future of Black Friday and Cyber Monday: Innovation and Steady Growth

Looking ahead, Black Friday and Cyber Monday will continue to play a crucial role in the eCommerce landscape, particularly in the fashion industry. Technological innovation, sustainability and a focus on personalisation will be the pillars underpinning merchants' strategies. With an increasingly digital consumer base and growing competition among brands, Black Friday and Cyber Monday will not just be promotional events, but genuine moments of connection between brands and their customers.

Made in Evolve: Growing Together in Fashion eCommerce with Shopify

As an official Shopify partner, at Made in Evolve we're dedicated to turning fashion brands' eCommerce projects into success stories. During Black Friday and Cyber Monday 2024, we achieved extraordinary results together with our clients, consolidating their positioning in the online market.

The Results We Achieved During Black Friday and Cyber Monday 2024

Thanks to our strategies and the use of advanced technologies, the brands that trusted us achieved an average revenue increase of 22.35% and a 4% rise in average order value (AOV). This was made possible by:

• eCommerce optimisation: We created smooth, engaging shopping experiences, reducing cart abandonment and improving the user experience.
  
  
• Personalised AI solutions: Every client received targeted recommendations that made the purchase process more effective and engaging.
  
  
• Targeted promotional strategies: We designed campaigns for key days, maximising visibility and sales for the most in-demand products.

Why Work with Us

We know that the online fashion market is constantly evolving, especially during events like Black Friday and Cyber Monday, which represent crucial opportunities for the fashion and lifestyle industry. That's why we focus on innovative, sustainable approaches, designing mobile-first platforms that meet the needs of today's consumers. Choosing our team means gaining access to a combination of technology, strategy and creativity that delivers concrete results. Together, we can turn every eCommerce project into a success story.

‍