Black Friday 2025: Why sales are declining and how e-commerce Comerciantes can still benefit
Black Friday remains one of the most important revenue drivers for Swiss online shops. However, a look at the Payrexx payment data shows: While revenue rises significantly compared to the previous week, total revenue on Black Friday is lower year-on-year. What does this mean for e-commerce, and how can these insights be used by online Comerciantes?
11 Dec 2025
Melanie
Frutiger
On Black Friday 2025, sales increased on average by 94% compared to the previous Friday. This shows that the event day continues to generate high attention and promotes buying interest. However, in a year-on-year comparison, there is a decline in total sales on Black Friday. Compared to the previous year, sales decrease by almost 22%, and less is purchased online on this day.
A closer look at the figures and the e-commerce trend provides some explanations:
Sales spread over the entire Black Week
More and more comerciantes start promotions days before the official Black Friday. Customers purchase spread out, which decreases the sales peak on Friday, but the total sales for the week have still increased by almost 10% compared to 2024.Discount comparisons and targeted shopping
Black Friday is no longer a new phenomenon. Many shoppers expect the event, compare prices early, and spread their purchases over the entire Black Week or multiple events (Cyber Monday, Singles Day).More cautious purchasing behaviour
In light of economic uncertainties or higher living costs, customers consider their purchases more consciously and impulse buys decline somewhat.
Learnings for e-commerce comerciantes
Utilising the entire week: Early offers and a “Black Week” strategy help to distribute sales 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 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 event over the entire week can increase total sales despite declining peaks and retain customers in the long term.
You don't sell online yet?
Create a free Payrexx account now and start immediately with your own shop or payment tool. This way, you'll be well prepared for the next Black Week.
