Black Friday 2025: Key Winners and Losers Revealed
Black Friday 2025 revealed significant changes in retail dynamics, highlighting key winners and losers amidst shifting consumer behaviors. As the holiday shopping season gains importance for retailers, understanding these changes is essential for future strategies.
Shifting Retail Landscape
The Black Friday shopping event has transformed considerably in recent years. Marshal Cohen, Chief Retail Advisor at Circana, emphasized this evolution, indicating that while Black Friday remains crucial, it lacks the former frenzy and urgency among consumers.
As inflation persists and federally funded support programs dwindle, consumer sentiment is notably affected. Although spending continues, it reflects a more cautious approach from shoppers.
Multiday Savings Event
Black Friday has evolved beyond a single day of shopping, becoming a multi-day savings event. Melissa Minkow, CI&T’s Global Director of Retail Strategy, explains that due to continuous deals, pinning down consumer behavior for just one day may be misleading. A clearer understanding will emerge after analyzing full Thanksgiving week and Cyber Monday sales.
Key Statistics from Black Friday 2025
- U.S. e-commerce sales reached $11.8 billion, showing a 9.1% year-over-year increase.
- Salesforce reported online Black Friday sales in the U.S. totaled $18 billion, growing 3% from the previous year.
- Shopify recorded a 26% year-over-year growth in offline sales through its point of sale channel.
Winners of Black Friday 2025
- Artificial Intelligence: AI traffic to U.S. retail websites skyrocketed by 805% compared to 2024. Shoppers arriving through AI were 38% more likely to make a purchase.
- Retailers Offering Exclusive Incentives: Retailers like Target and Lowe’s successfully attracted customers through unique store perks, such as limited-edition tote bags and product giveaways.
Losers of Black Friday 2025
- Online Order Volume: A 1% decline in order volume occurred with average selling prices increasing by 7%.
- Flat Discount Rates: Online discount rates remained consistent at 28% in the U.S. and 27% globally.
- Consumer Financial Caution: Buy now, pay later options surged by 8.9%, indicating shoppers are resorting to short-term credit to widen their spending, potentially leading to future financial burdens.
Future Implications for Retail
Despite strong sales figures, the prevailing economic concerns impact consumer behavior. There is a notable trend where shoppers are increasingly savvy, treating Black Friday as part of a broader strategy to seek value.
As traditional spending patterns shift, retailers must innovate and adapt to maintain relevance. Understanding the year-over-year changes and consumer sentiment will be critical for future Black Friday strategies.
