📱Black Friday & Cyber Monday: Mobile Took Over

Cyber Week made one thing clear: the customer journey now happens on mobile. As the holiday season grows, shoppers are becoming more intentional about how and when they spend—comparing prices, hunting for deals, and choosing brands that deliver real value at the moment of decision.

Customer Engagement Is Changing

But reaching today’s consumers isn’t getting easier. According to the Global Consumer Products Report, “72% of CPG marketers say it’s becoming harder to engage meaningfully with customers.”

At the same time, expectations are shifting. As the Emarsys CPG Marketing Trends report explains, the line between physical and digital shopping has blurred, and consumers now expect seamless, connected experiences across every touchpoint.

Shoppers Expect Seamless Experiences

That’s why the mobile wallet is emerging as a core commerce channel. Unlike email inboxes or crowded social feeds, the mobile wallet stays on the customer’s phone — always visible and always actionable. When a shopper saves an offer or pass, that incentive becomes a persistent connection point brands can optimize, update, and message in real time, without extra friction.

Delivering Value Where It Matters Most

As consumers increasingly look for meaningful incentives to help guide their purchases, the mobile wallet delivers value exactly where it matters most — on the device they use every day. By meeting customers in this space, brands can turn offers into ongoing engagement and loyalty.

Because in a world where attention is scarce and expectations are high, the channel you choose matters just as much as the message you send.