According to research by SAP Emarsys, half of U.S. consumers (50%) aim to remain loyal to the brands they shop from during Black Friday, extending their commitment well beyond the traditional shopping period.

“Black Friday now spans multiple industries and channels, such as TikTok and Instagram, as mobile app usage continues to expand. To maintain customer loyalty, brands must effectively engage with their mobile customers during Black Friday, laying the groundwork for long-term relationships,” said Joanna Milliken, CEO of SAP Emarsys.

The study highlights the growing importance of direct-to-consumer engagement, especially during high-stakes sales events like Black Friday. Of the 4,000 U.S. consumers surveyed, 26% stated they are more loyal to brands that offer personalised marketing tailored to their individual preferences.

With more consumers shopping online, brands are ramping up investments in AI-driven personalisation to differentiate themselves in a competitive market. As more shoppers are ready to share personal data for personal experiences, companies are utilising this trend by providing relevant and meaningful promotions. By adopting direct-to-consumer strategies like loyalty programs and customized offers, brands can nurture lasting relationships that extend far beyond seasonal sales periods, driving long-term growth.

The research also found that mobile apps significantly drive sales, with 55% of consumers using apps for shopping. In addition, 69% of users are more likely to use an app if rewarded with incentives, and almost half (49%) would engage more if they received personalised messaging.

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