New data reveals growth of Black Friday conversational customer communications

Record year-on-year growth in customer communications interactions on Infobip’s platform

United Arab Emirates, Dubai—12 December 2024—New data from global communications platform Infobip shows customers prefer conversational experiences on the day of Black Friday, driven by rich channels. Infobip recorded new levels of total customer communications interactions on its platform this year, with 3.4bn interactions on the day of Black Friday, which represents a 26% increase compared to last year. The company identified 1.8bn from messaging interactions on its platform from the total number of interactions, up from 1.7bn last year. 

Infobip’s analysis reveals SMS, E-mail, and WhatsApp are the three most preferred channels on Black Friday, recording more than 1.6 billion interactions during the day. This Infobip messaging analysis reinforces the company’s largest messaging platform worldwide and its reliability for brands during the shopping season.

Infobip also reveals that, in this year’s Black Friday, the Retail and e-commerce and Finance industries were among the top five sectors that generated interactions in the company’s platform, presenting increases of 42% and 36%, respectively, compared to last year.

As predicted, Infobip’s data reveals that Black Friday sales extended throughout November. Interactions throughout the month were higher than last year as brands sought to attract consumers looking for discounts pre-Christmas.

Ivan Ostojić, Chief Business Officer at Infobip, said: “Rich Communication Channels have emerged as a significant channel for shoppers this Black Friday. The increase is driven by consumers seeking conversational experiences with brands and businesses seeking to provide end-to-end journeys for their customers in one channel. Moreover, brands’ focus on hyper-personalization has helped drive conversational customer experiences and, we expect, will have boosted sales. Our research also shows the traditional Black Friday discount days now typically stretch across November, with a big spike in interactions across the whole month as retailers and eCommerce firms seek more cost-conscious consumers this year.”