Shopping App Marketing Guide 2024: 5 ASO Strategies for Black Friday & Cyber Monday

Black Friday and Cyber Monday are pivotal events in the retail calendar, marking the beginning of the holiday shopping season. In 2024, Black Friday falls on November 29th, the day after Thanksgiving, with Cyber Monday following on December 2nd. 

Consumer participation in these shopping events is remarkably strong. According to investigations conducted in 2023, consumer participation in Black Friday and Cyber Monday is remarkably strong, with over 87% of people engaging in these shopping events.

This high level of participation is reflected in the impressive figures: 134 million shoppers made online purchases, spending more than $38 billion on Black Friday alone.

A significant contributor to this trend is mobile commerce, which accounted for 79% of the shopping traffic, highlighting the crucial role that mobile devices play in these events. 


(Source: Tidio)

So, mobile shopping apps have tremendous business opportunities during these shopping festivals. Developers need to seize these opportunities by ensuring their apps are discoverable during these events.

One effective way to achieve this is through App Store Optimization (ASO).

ASO can maximize app visibility and user acquisition, ensuring that your apps are prominently displayed in app stores to attract consumers.

We will explore the most updated app store strategies of top shopping apps worldwide to help you understand how to apply ASO strategies during Black Friday and Cyber Monday. 

With this guide, you can attract more downloads and optimize your shopping app's performance, thereby capitalizing on the potential of these significant shopping events.

1. Text Updates

Text updates are crucial for App Store Optimization (ASO) as they directly impact your app's discoverability.

During Black Friday and Cyber Monday, it's essential to incorporate relevant keywords into your app's title, subtitle/short description, and description.

This strategy not only helps potential users identify your app as a valuable tool for the shopping season but also improves your app's keyword ranking in app stores.


(Source: Foxdata)

For example, Shopee in Brazil includes "Black Friday" in both its app title and description, increasing its visibility to users searching for specific shopping event terms and helping it rank No. 1.

By strategically updating your text elements, you ensure that your app remains competitive and easily discoverable during these high-traffic events.

2. Visual Updates

The first aspect you need to focus on is visuals, as they are the initial elements that potential users notice.

This includes your app icon, screenshots, and preview videos. Effective visuals can significantly influence a user's decision to download your app.

3. In-App Events

In-app events are a powerful tool to engage users and drive more traffic during Black Friday and Cyber Monday. These events can be strategically designed to enhance user experience and boost app usage during these high-traffic shopping periods.

By hosting special promotions, flash sales, or exclusive deals within your app, you can create a sense of urgency and exclusivity that encourages users to participate actively.

For instance, by offering limited-time discounts or early access to sales, your app can become a go-to platform for holiday shoppers.



(Temu's Black Friday in-app event in 2022)

Moreover, by promoting these events through push notifications and in-app banners, you can ensure that your users are aware of the exciting opportunities available, thus maximizing participation.

Incorporating in-app events not only boosts user retention but also enhances the overall shopping experience, leading to higher customer satisfaction and increased revenue during these pivotal shopping events.

4. Keyword Optimization

(Source: Foxdata)

Since October, the app store search volume for the keyword "Black Friday" has been sharply increasing, indicating that users are actively seeking shopping apps for this event.

So, how to present your app as top as possible in the search result is important for you.

In this context, the concept of "Keyword Optimization", a critical component of ASO, comes out:

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5. Localization

Localization involves adapting your app store listing to different languages and regions to reach a broader audience.

By localizing your app's title, description, and keywords for different markets, you can attract international users who participate in Black Friday and Cyber Monday.



For example, Temu adapts to numerous languages in different app store regions to achieve local recognition, allowing it to rank highly in many countries and boast 167 million monthly active users worldwide.

This strategy not only expands your app's reach but also enhances user engagement by offering a more personalized experience.

To effectively tailor your app's content to each market, consider cultural nuances and shopping behaviors in different regions.

By implementing these five ASO strategies, you can optimize your shopping app for success during Black Friday and Cyber Monday, attracting more users and maximizing your business potential during these significant retail events.

 💡 Black Friday 2024: Winning Strategies for Mobile App Success Based on Global Trends