This is the fourth installment of our 2025 Black Friday/Cyber Monday series.

Black Friday and Cyber Monday are no longer just online shopping moments or in-store stampedes. They are both—and more. In 2024, 87 million people in the United States shopped online on Black Friday, while 82 million shopped in stores, the highest in-store turnout since before the pandemic. In Europe and Australia, shoppers blended digital discovery with physical retail in record numbers.

For mid-market retailers, this isn’t just a trend—it’s a mandate. Shoppers don’t think in channels, and neither should you.

Shoppers no longer think in channels

Omnichannel is the new baseline. Customers browse on their phones, compare prices on their laptops, and complete checkout in a store—or the other way around. In fact, more than 65% of US consumers now use buy online, pick up in store (BOPIS) at least once a month, and 87% of global merchants offer it as a standard fulfillment option.

The takeaway: disconnected systems aren’t just inconvenient—they cost sales and damage trust.

Hybrid shopping is rising in Europe and Australia

European shoppers leaned heavily into hybrid experiences during BFCM 2024, with ecommerce revenue rising more than 10% year over year. Mobile drove over 60% of ecommerce traffic, but in-store visits also surged as shoppers sought flexible fulfillment options.

In Australia, Black Friday and the Click Frenzy event pushed November retail turnover up by nearly 1%, the strongest monthly rise of the year. Many Australians used online browsing to plan in-store visits, while others ordered online for in-store pickup to skip shipping delays.

The takeaway: hybrid shopping isn’t a niche—it’s how modern consumers expect to shop.

Why connected inventory and fulfillment matter

Nothing kills a purchase faster than seeing an item available online but out of stock in-store—or worse, buying it online only to get a cancellation email later. This isn’t a rare problem: overselling and inconsistent inventory data are among the top causes of abandoned orders during peak shopping periods.

Research shows that more than 67% of customers who use BOPIS end up adding extra items when they come in to pick up. That means omnichannel fulfillment isn’t just defensive—it’s an opportunity to grow basket size.

The takeaway: real-time inventory accuracy isn’t optional. It’s the foundation of a profitable omnichannel strategy.

The risks of falling behind

Retailers who don’t invest in omnichannel capabilities risk more than lost sales. They risk losing customers altogether. During BFCM, when consumer patience is at its lowest, one bad experience—like a canceled order or conflicting prices—can send a shopper straight to a competitor.

In a crowded, discount-heavy environment, trust is currency. A retailer who consistently delivers accurate inventory, transparent pricing, and flexible fulfillment options earns repeat visits long after the holiday rush.

The takeaway: omnichannel investments are about retention as much as revenue.

How Maropost makes omnichannel simple

Maropost helps mid-market retailers unify every part of the customer journey:

• Ecommerce, POS, and marketing data are connected in one platform, so experiences feel seamless across channels.

• Real-time inventory sync ensures shoppers always see what’s truly available.

• Integrated order management enables smooth BOPIS, shipping, and returns.

• Marketing automation reflects omnichannel behavior, so a customer browsing online can get a reminder on their phone and complete the purchase in-store.

• Loyalty and retention tools encourage repeat visits whether the shopper buys online, offline, or both.

With Maropost, omnichannel doesn’t have to be complex or out of reach. It becomes a competitive advantage—one that turns Black Friday and Cyber Monday chaos into consistent, connected growth.