Black Friday 2025: Why sales are declining and how e-commerce merchants can still benefit

Black Friday remains one of the most important sales drivers for Swiss online shops. However, a look at the Payrexx payment data shows: While sales increased significantly compared to the previous week, total sales on Black Friday are lower year over year. What does this mean for e-commerce, and how can these insights be leveraged by online merchants?

11 Dec 2025

Melanie

Frutiger

On Black Friday 2025, sales increased by an average of 94% compared to the Friday of the previous week. This shows that the day of action continues to generate high attention and promotes the desire to buy. However, a decline in total sales on Black Friday is observed in an annual comparison. Compared to the previous year, sales decreased by almost 22% and less shopping was done online on this day.

A closer look at the numbers and the e-commerce trend provides some explanations:

Sales spread over the entire Black Week
More and more retailers start promotions days before the official Black Friday. Customers purchase spread out, which lowers the sales peak on Friday, but the total sales for the week increased by almost 10% compared to 2024.
Discount comparisons and targeted shopping
Black Friday is no longer a new phenomenon. Many buyers expect the promotion, compare prices early, and spread their purchases over the entire Black Week or several events (Cyber Monday, Singles Day).
More cautious purchasing behavior
Given economic uncertainties or higher living costs, customers are considering their purchases more consciously and impulse purchases are slightly declining.

Learnings for e-commerce retailers

Utilizing the entire week: Early offers and a “Black Week” strategy help to distribute sales more evenly.
Targeted customer targeting: Personalized offers, loyalty discounts, or exclusive early-bird deals can increase conversion.
Communication across all channels: Share offers via email, social media, and website to maintain attention throughout the week.

Conclusion

Even if the daily peak sales in 2025 are slightly lower than in 2024, Black Friday remains a strong sales driver. Those who strategically plan the promotion over the entire week can increase total sales despite declining peaks and retain customers in the long term.