Infobip recorded an impressive 3.4 billion customer interactions this Black Friday on its platform, marking a 26% year-over-year increase. Messaging channels like SMS, Email, and WhatsApp led the way, contributing 1.8 billion interactions, up from 1.7 billion in 2023.
Rich Communication Services (RCS) stood out, experiencing a staggering 388% growth compared to Black Friday 2023. Even compared to a typical day in November, RCS interactions climbed 17%, showcasing the growing preference for conversational and dynamic customer engagement channels. These rich platforms are increasingly favoured for enabling seamless, end-to-end customer journeys and helping brands deliver personalized and timely experiences.
“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,” said Ivan Ostojić, Chief Business Officer at Infobip.
SMS, Email, and WhatsApp remained the top communication channels, handling over 1.6 billion daily interactions. Their continued dominance reflects consumers’ preference for direct, reliable messaging options during high-stakes shopping events.
Among the industries driving Infobip’s Black Friday growth, retail and e-commerce, and finance emerged as key contributors. Retail & e-commerce saw a 42% increase in platform interactions, while Finance experienced a 36% boost compared to last year. These numbers underline the pivotal role of effective communication in converting customer interest into sales during competitive shopping windows.
As expected, Black Friday no longer spans a single day; Infobip’s data confirms that sales activity extended throughout November. Interaction volumes were significantly higher than last year’s period, as brands sought to attract early shoppers looking to capitalise on pre-holiday deals.