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?
Melanie
Frutiger
On Black Friday 2025, sales increased by an average of 94 % compared with the Friday of the previous week. This shows that the promotional day continues to generate high attention and encourages buying interest. In year-on-year comparison, however, a decline in total revenue on Black Friday can be observed. Compared with the previous year, revenue falls by just under 22 % and less is purchased online on this day.
A closer look at the figures and the e-commerce trend provides some explanations:
Revenue is spread across the entire Black Week
More and more merchants are starting promotions days before the official Black Friday. Customers are buying in a distributed way, which lowers the revenue peak on Friday, but total weekly revenue has nevertheless increased by almost 10 % compared with 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 buying behaviour
In view of economic uncertainties or higher living costs, customers consider their purchases more consciously and impulse purchases decline somewhat.
Learnings for e-commerce merchants
Using the entire week: Early offers and a “Black Week” strategy help distribute revenue more evenly.
Targeted customer targeting: Personalised offers, discounts for existing customers, or exclusive early-bird deals can increase conversion.
Communication across all channels: Share offers via email, social media, and the website to keep attention throughout the whole week.
Conclusion
Even though the daily peak revenues in 2025 are slightly lower than in 2024, Black Friday remains a strong revenue driver. If you plan the promotion strategically across the entire week, you can increase total revenue despite declining peaks and keep customers loyal in the long term.
Are you not selling online yet?
Create a free Payrexx account now and get started straight away with your own shop or payment tool. That way, you are well prepared for the next Black Week.
