Black Week 2024 Analysis: Fashion Retail im Modehandel

Comprehensive analysis of 1,800+ posts and 300+ promotions from 17 fashion brands across 14 channels during Black Week 2024 (Singles' Day to Cyber Monday).

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Black Week 2024 by the Numbers

1,800+

Total Posts

Across all channels and brands

300+

Promotions

Primarily via homepage and newsletter

Fashion Brands

H&M, ZARA, C&A, and more

Channels

Instagram, TikTok, Newsletter, Homepage, etc.

Key Findings from Black Week 2024

📅 Singles' Day (11.11.) - The Early Start

Almost all brands offered promotions on Singles' Day, but most only for that single day.

First major promotional push of Black Week
Short-duration campaigns (24 hours)
High promotional density across all brands
Primarily homepage and newsletter channels

🎯 Pre-Access Strategy (17.11.)

Some brands started pre-access almost 2 weeks before Black Friday.

Early bird advantage for loyal customers
Member-only and app-only promotions
Building anticipation for main event
Extended promotional window

🔥 Black Friday (29.11.) - Peak Activity

Black Friday was the most active day with all brands placing promotions with discounts up to 70%.

Maximum promotional density
Highest discount levels (up to 70%)
All channels activated simultaneously
Promotional density remained stable until Cyber Monday

💻 Cyber Monday (02.12.) - Sustained Momentum

Promotional density remained stable through Cyber Monday, with ZARA as notable exception.

Continued high activity levels
Post-Cyber Monday: myTheresa, Breuninger, Marc Cain started SALE
Extended promotional period for many brands
Lower but longer-running discounts

Channel Distribution Insights

Promotion Channels (300+ Promotions)

Homepage 190 (63%)

Newsletter 87 (29%)

Instagram 15 (5%)

Other Channels 8 (3%)

Overall Content Distribution (1,800+ Posts)

Instagram 467 (26%)

TikTok 332 (18%)

Newsletter 285 (16%)

Homepage 244 (14%)

High content density across all channels, with social media leading organic reach.

Strategic Insights for Your Brand

🎯

Start Early

Brands that started pre-access 2 weeks before Black Friday captured early revenue and built anticipation without cannibalizing main event sales.

📱

Multi-Channel is Essential

While promotions concentrated on homepage and newsletter, overall content distribution shows social media (Instagram, TikTok) drove organic reach.

⏱️

Extend Beyond Cyber Monday

Brands with fewer but longer-running promotions maintained momentum post-Cyber Monday, capturing late shoppers with higher margins.

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