On Black Friday 2025, sales increased on average by 94% compared to the previous Friday. This shows that the promotional day continues to generate high attention and boosts shopping appetite. However, a decline in total sales on Black Friday is observed compared to the previous year. Sales decrease by almost 22% compared to the previous year, and less is purchased 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 Comerciantes start promotions days before the official Black Friday. Customers spread their purchases, causing the sales peak on Friday to dip, 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 anticipate the promotion, compare prices early, and spread their purchases over the entire Black Week or multiple events (Cyber Monday, Singles Day).

• More cautious purchase behavior
  In light of economic uncertainties or higher living costs, customers consider their purchases more consciously, and impulse purchases slightly decline.

Learnings for E-Commerce-Comerciantes

• 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 conversions.

• Communication across all channels: Share offers via email, social media, and website to maintain attention throughout the week.

Conclusion

Even if 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 bind customers in the long term.

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