Black Friday 2025: Why sales are declining and how e-commerce retailers can still profit
Black Friday remains one of the most important sales drivers for Swiss online shops. However, a look at Payrexx payment data shows that while sales are significantly higher than in the previous week, total sales on Black Friday are lower than in the previous year. What does this mean for e-commerce, and how can online retailers use these findings?
On Black Friday 2025, sales rose by an average of 94% compared to the Friday of the previous week. This shows that the promotional day continues to generate a lot of attention and encourages people to buy. However, a year-on-year comparison shows a decline in total sales on Black Friday. Compared to the previous year, sales are down by almost 22% and fewer online purchases are being made on this day.
A closer look at the figures and the e-commerce trend provides some explanations:
Sales spread across the entire Black Week
More and more retailers are launching promotions days before the official Black Friday. Customers are spreading their purchases, which means that the sales peak on Friday is lower, but total sales for the week have risen by almost 10% compared to 2024.Discount comparisons and targeted shopping
Black Friday is no longer a new phenomenon. Many shoppers anticipate the sale, compare prices early on, and spread their purchases over the entire Black Week or several events (Cyber Monday, Singles Day).More cautious purchasing behavior
In light of economic uncertainties and higher living costs, customers are considering their purchases more carefully, and impulse buys are declining somewhat.
Lessons learned for e-commerce retailers
Benefits of the entire week: Early offers and a "Black Week" strategy help to distribute sales more evenly.
Targeted customer targeting: Personalized offers, discounts for existing customers, or exclusive early bird deals can increase conversion rates.
Communication across all channels: Share offers via email, social media, and your website to maintain attention throughout the week.
Conclusion
Even though daily peak sales in 2025 will be slightly lower than in 2024, Black Friday will remain a strong sales driver. Those who plan their promotions strategically throughout the week can increase overall sales and retain customers in the long term, despite declining peaks.
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Create a free Payrexx account now and get started right away with your own shop or payment tool. That way, you'll be well prepared for the next Black Week.
