What's REALLY Happening to Ecommerce During BLACK Friday Sales?

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Unlock the evolving landscape of Black Friday 2024, e-commerce strategy, and the explosive rise of social commerce in this in-depth ProfileTree podcast discussion. In today’s episode, we explore how online shopping behaviour is transforming, why platforms like TikTok Shop, Instagram Shopping, and social-first consumer journeys are reshaping the digital marketplace, and what brands must do to stay competitive during peak retail periods.

Join Gabby, Laura, and Marcus as they break down the latest UK Black Friday statistics, including the £1.04 billion spent online in 2024, the year-on-year rise in consumer spending, and the influence of younger demographics on in-store purchasing trends. We examine key data insights showing that 69% of shoppers now buy online, with major brands such as Samsung, Disney, and global fashion and beauty retailers investing heavily in TikTok’s booming direct-to-consumer ecosystem.

Discover why social proof, user-generated content, and authentic video reviews have begun to outperform traditional product descriptions and static website listings. From shortened conversion funnels to FOMO-driven purchasing, we analyse how TikTok Shop’s frictionless checkout is simplifying the buying journey and building parasocial trust between consumers and creators.

We also explore how brands can adapt their e-commerce, digital marketing, and social selling strategies, including the role of influencer marketing, product demos, customer reviews, and real-time engagement in boosting conversion and retention. Whether you're a marketer, business owner, or e-commerce professional, this conversation provides practical insights into the future of online retail.

If you want to understand how Black Friday marketing, online sales trends, and the rise of social shopping platforms are redefining the e-commerce landscape, this is a must-watch.

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Timestamps:
00:00 – Opening & Black Friday Overview
00:34 – Welcome to the ProfileTree Podcast
01:00 – UK Black Friday Spending Statistics (2024)
01:40 – Online vs In-Store Shopping Trends
02:05 – What Younger Shoppers Are Doing in 2025
02:30 – Rise of Social Commerce Explained
02:58 – TikTok Shop’s Massive Growth in Sales
03:26 – Big Brands Moving Into Social Shopping
03:52 – Beauty, Fashion & Tech Dominating TikTok Shop
04:30 – Shift from Small Sellers to Major Retailers
04:58 – Why TikTok Shop Converts Better
05:28 – Shorter Customer Journeys & Instant Purchases
05:58 – FOMO & Psychological Drivers of Online Buying
06:20 – TikTok Ban Threat vs Retailer Adoption
06:50 – Why Major Retailers Now Trust TikTok Shop
07:10 – Samsung, Disney & Global Brands Joining In
07:38 – Expected Surge in Social Commerce Sales
08:00 – Authenticity vs Polished Advertising
08:32 – How User-Generated Content Builds Trust
08:58 – Consumer Behaviour: Videos Over Reviews
09:26 – Re-Evaluating the Traditional E-Commerce Funnel
09:58 – Why Buyers Seek Product Videos First
10:28 – Tech Purchases & Reliable Video Reviews
10:57 – Influencer Marketing vs Independent Reviewers
11:28 – Shoppers Researching Before High-Value Purchases
11:54 – Real-World Example: Buying a Record Player
12:20 – YouTube Research vs Trustpilot & Google Reviews
12:52 – How TikTok Simplifies Product Discovery
13:24 – Small Creators Driving Big Sales
13:52 – How Authentic Demos Influence Buying Decisions
14:20 – Understanding Parasocial Trust in E-Commerce
14:46 – The Impact of Unpaid, Honest Recommendations
15:10 – The Power of Organic Product Demonstrations
15:38 – Changing Expectations for Online Retail
16:02 – Consumers Want Real Usage, Not Just Promos
16:30 – How Social Video Shapes Purchase Confidence
17:05 – Why TikTok Shop Strengthens Buyer Trust
17:34 – The Future of Social Shopping & Retail Trends
18:02 – What Brands Must Do to Stay Competitive
18:30 – E-Commerce Strategy Shifts for 2025
19:00 – Importance of Video-Led Product Marketing
19:32 – Key Takeaways for Retailers & Marketers
20:00 – Final Thoughts & Episode Wrap-Up

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