Shopping App Marketing Guide 2024: Black Friday & Cyber Monday

Black Friday and Cyber Monday are key dates in the retail calendar, signalling the start of the festive shopping season. In 2024, Black Friday occurs on 29 November, the day after Thanksgiving, followed by Cyber Monday on 2 December.

Consumer engagement in these events is extremely high. In 2023, over 87% of consumers participated in Black Friday and Cyber Monday sales.

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

Mobile commerce is a major driver, accounting for 79% of shopping traffic, emphasising the critical role of smartphones and tablets during these events.


(Source: Tidio)

Consequently, mobile shopping apps have substantial opportunities during these shopping festivals. Developers must ensure their apps are easily discoverable to take full advantage.

One effective approach is App Store Optimization (ASO).

ASO enhances app visibility and user acquisition, ensuring your app appears prominently in stores to attract shoppers.

This guide examines the latest app store strategies employed by leading shopping apps globally, helping you implement effective ASO during Black Friday and Cyber Monday.

With these strategies, you can increase downloads and improve your app’s performance, capitalising on these major retail events.

1. Text Updates

Text updates are essential for App Store Optimization (ASO) as they directly affect app discoverability.

During Black Friday and Cyber Monday, include relevant keywords in your app's title, subtitle/short description, and description.

This ensures users recognise your app as relevant for the shopping season while improving keyword ranking.


(Source: Foxdata)

For instance, Shopee in Brazil incorporates "Black Friday" in its app title and description, boosting visibility for shoppers searching for event-related terms and helping it achieve top ranking.

Strategic text updates keep your app competitive and easily discoverable during these high-traffic periods.

2. Visual Updates

Visuals are the first elements potential users notice.

This includes your app icon, screenshots, and preview videos. Effective visuals greatly influence download decisions.

For example, Shein’s app icon and screenshots this year incorporate Black Friday elements to attract users interested in discounts.

In 2023, research showed 45% of consumers bought long-desired items and 48% saved money specifically for these sales.

This highlights the importance of event-specific graphic design. Tailored visuals can attract more users and increase app appeal during key shopping periods.

3. In-App Events

In-app events effectively engage users and drive traffic during Black Friday and Cyber Monday.

Promotions, flash sales, or exclusive deals create urgency and exclusivity, encouraging active participation.

Offering limited-time discounts or early access can make your app a preferred platform for holiday shoppers.



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

Push notifications and in-app banners can boost awareness and participation.

In-app events increase retention, enhance the shopping experience, and drive higher revenue during key shopping dates.

4. Keyword Optimisation

(Source: Foxdata)

Since October, search volume for "Black Friday" in app stores has risen sharply, showing users are actively seeking shopping apps.

Maximising search result visibility is crucial.

Keyword Optimisation, a core ASO tactic, helps achieve this:

💡 Boost App Store Traffic with Keyword Research & Optimisation

Incorporating high-performing keywords related to Black Friday and Cyber Monday into your app’s metadata can substantially improve visibility.

Use research tools to track trending keywords and analyse competitors to align your app with user searches during these events.

Regular keyword updates based on performance data help maintain competitiveness in the app store.

5. Localisation

 Localisation adapts your app store listing for different languages and regions, broadening reach.

Translating your app’s title, description, and keywords helps attract international users during Black Friday and Cyber Monday.



Temu localises its listings across regions to achieve high rankings and reach 167 million monthly active users globally.

This strategy extends your reach and enhances engagement by providing a personalised experience. Consider cultural nuances and shopping habits in each market for effective localisation.

Applying these five ASO strategies helps optimise your shopping app for Black Friday and Cyber Monday, attracting more users and maximising business potential during these peak retail periods.

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