Black Friday 2024: Successful Strategies for Mobile App Growth Based on Global Trends

As Black Friday 2024 approaches, mobile app marketers are preparing to capitalise on the momentum from 2023. Last year’s economic recovery and strategic user acquisition (UA) campaigns drove a marked increase in consumer spending.

This article explores global market trends, regional developments, and marketing optimisations to ensure success during this key shopping period.

Understanding Global Market Dynamics

Rising Consumer Spending Patterns

The impact of Black Friday 2023 exceeded previous years, with noticeable spikes in consumer spending across major markets such as the US, UK, France, and Germany. Android revenue in the US rose by 60% compared with the November daily average, while iOS saw a strong 70% increase.



This growth was fuelled by economic recovery and assertive UA strategies, particularly on iOS, which recorded a 31% year-on-year rise in in-app purchase (IAP) revenue.

Expanding Global Reach

Black Friday 2023 demonstrated that the event is no longer confined to Western markets. Brazil and India reported significant growth, with Brazil’s IAP figures surging 183% above the November average. India’s iOS purchases increased by 43%, illustrating the expanding global influence and opportunities for mobile app marketers.

Regional Market Insights

While the US and Western Europe experienced strong growth, emerging markets such as India and Brazil also performed well.

In Western Europe, Android apps benefited more from consumer spending and owned media strategies compared with the US. These regional differences highlight the importance of tailoring strategies to local market dynamics.

Optimising Marketing Strategies Based on Experience

Timing is critical for maximising conversions. Early investment in UA helps build a user base, which can then be leveraged for remarketing during peak Black Friday periods.

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Remarketing surpassed user acquisition in 2023, with conversion rates peaking throughout November, emphasising the importance of strategic timing.

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Leveraging Owned and Paid Media

Owned media proved a cost-effective channel for engaging users during Black Friday. Android revenue from owned media rose by 78% in 2023. iOS benefited from a balanced approach combining owned and paid media.

Marketers should prioritise owned media, supported by targeted paid campaigns, to maximise engagement and revenue.

Effective Remarketing for Cyber Monday

In 2023, Cyber Monday was more impactful in Western markets than Black Friday, though less so in India and Brazil. Remarketing played a key role, with conversions rising by 32% compared with 23% in 2022.



Revenue growth was particularly strong on Android in Western Europe and the US, while iOS remained stable. To optimise remarketing, campaigns should begin within the first week post-install, as most Black Friday conversions occur during this period.

Users typically made their first in-app purchase 3.6 days after installation. Remarketing engages both new and loyal users, encouraging additional purchases.

The holiday season extends beyond Cyber Monday, offering opportunities for ongoing engagement and revenue growth via in-app promotions and festive campaigns.

👉 Using In-App Events to Boost App Visibility and Engagement

Conclusion

Black Friday has grown into a global phenomenon, driving substantial consumer spending across multiple markets. For 2024, early UA campaigns set the foundation, while targeted remarketing during peak shopping days maximises conversions. Maintaining momentum throughout December ensures continued spending and app engagement.