In app purchases surged on Black Friday 2024

AppsFlyer has unveiled its Black Friday 2024 key insights, highlighting exceptional growth in consumer activity across shopping and e-commerce apps in the United States. The data reveals that Black Friday 2024 in-app purchases surged by 14% year-over-year (YoY) compared to Black Friday 2023. Purchases on Black Friday outpaced the average Friday in November 2024 by an impressive 106% on iOS and Android combined, compared to a 79% lift in 2023. 

In app purchases surged on Black Friday 2024

"Black Friday in the US showed that big shopping moments still matter for consumers – and are more than worthwhile for brands to invest in. While the surge in iOS in-app purchases and installs indicates robust activity in that segment, the more subdued performance on Android reflects a nuanced market shift. These trends are also reflective of broader global economic improvements, with GDP growth and inflation stabilizing in much of Europe, contributing to increased consumer sentiment and a greater willingness to spend. The remarkable 62% year-over-year increase in remarketing conversions further highlights that users who have already shown interest in an app are more likely to respond to promotions, and require less convincing than new users. This year brands have adapted successfully to evolving consumer preferences in a competitive landscape by leveraging this strategy," said Brian Quinn, President and GM at AppsFlyer.

Key insights and install trends

Total app installs increased by 81% on Black Friday compared to the November Friday average, marking an improvement from 70% lift in 2023. However, YoY total installs on Black Friday dipped by 8% in 2024, with iOS  seeing a smaller decline (-3%) compared to Android (-20%)

Non-organic installs

These surged by 83% on Black Friday 2024 compared to the other Fridays in November, a lift of more than twice that in 2023 (41%). However, YoY non-organic installs on Black Friday decreased by 23% in 2024.

Remarketing growth

Remarketing conversions rose by 58% on Black Friday 2024 versus other Fridays in November, and total remarketing on Black Friday increased by 14% in 2024 when compared to 2023.

Conversion gains

The share of paying users who downloaded an app and made a purchase nearly doubled, climbing from 5.6% in 2023 to 8.1% in 2024 - a 45% increase.