Mapping Seasonal Shopper Journeys: Real consumer behaviors before and during Black Friday

Every year, the digital Black Friday season becomes more complex, competitive, and unpredictable. In 2024, that meant more channels and more distractions for shoppers, while AI became part of the shopper journey.

This report unpacks how online journeys unfolded in the weeks leading up to and during Black Friday, using large-scale clickstream data to answer key questions for retailers, platforms, and CPG brands:

• Where did shoppers begin their journeys, and how did they move between platforms?
• What role did search and AI tools play in product discovery?
• How did buyer intent, product interest, and conversion behavior evolve?

What’s inside

• Journey dynamics: Marketplace visits, cross-platform behavior, and key entry points

• Discovery pathways: Traditional search vs AI tools, and what prompts reveal

• Conversion signals: Product views, purchase patterns, and funnel drop-off

• Marketplace comparison: Amazon, Temu, AliExpress, and eBay across the US and Europe

This report is for

Retailers, marketplace operators, CPG brands, and marketers looking to:

• Understand how Black Friday behavior differs from “ordinary” weeks

• Benchmark performance against other marketplaces

• Adapt strategy to a world of more fragmented, AI-influenced discovery

• Ground decisions in actual user journeys, not assumptions

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