Social media and BNPL boosted Cyber Week sales, data shows

Over the Black Friday and Cyber Monday discount days social commerce jumped 32%, according to new research by Adyen and BigCommerce.

Mobile orders also increased by 7% compared to last year, and accounted for 35% of total orders, with purchases via iPhone accounting for 71% of those mobile orders.

Additionally, alternate payment methods such as PayPal, Amazon Pay and Apple Wallet were up 3% compared to Cyber Week 2023. BigCommerce customers saw a 10% increase in Buy Now, Pay Later purchases this Cyber Week when compared to last year.

However, Adyen data highlighted the power on physical retail. It processed 98 million in-person payment transactions for customers in stores, with 90% of payments made via contactless.

“Black Friday isn’t just about volume—it’s about value. Our data shows that the average transaction on Black Friday in the UK is 33% higher than on any other day of the year. This highlights that shoppers aren’t just bargain hunting; they’re making bigger, more deliberate purchases as they prepare for the festive season,” said Nicole Olbe, managing director of Adyen UK.

“This trend shows that Black Friday is evolving. It’s not just about grabbing deals—it’s become a crucial opportunity for shoppers to stretch their budgets on higher-value items ahead of Christmas. For retailers, this is a signal to focus their offers on quality as much as quantity, to match what shoppers are really looking for.”

“Technology also played a vital role this year, with 90% of transactions made using contactless payments. Stores equipped with the right tech were able to offer faster, smoother shopping experiences—helping them attract more customers through the door.”

Hear more from Adyen in the on-demand recording of The Future of Subscriptions webinar.

Lucy Sharma, head of digital sales UK Adyen, joined Ecommerce World Review for a discussion on the allure of recurring memberships amidst economic uncertainty and explore the nuances shaping consumer behaviour. From curated meal boxes to indispensable necessities, discover how the subscription model is growing and becoming a feature of modern ecommerce.

Watch now!

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