25 Black Friday Statistics 2025: Key Trends and Insights

1. Gamers searched most for PS5, Switch, and iPhone – Tech’s reign continues

The top three most searched items during Black Friday were all tech – PS5 (21%), Nintendo Switch (18%), and iPhones (17%). This tells you everything about shopper intent: even if Black Friday purchases had socks and candles, shoppers were laser-focused on big-ticket gadget upgrades.

The takeaway: Don’t just sell the console – sell the culture around it. Capitalize on the accessory ecosystem that comes with every big-ticket tech purchase, from protective gear to personalized decor for the spaces where these gadgets live.

2. Toys cracked a big boom over average sales

When toy sales jump 680% on Cyber Monday, you know it’s not impulse buying. This consumer behavior trend is fueled by fandom culture, especially among Gen Z consumers, where passion drives highly motivated purchasing. 

The opportunity: Fandom isn’t just about the official toy; it’s about identity. Offer products that let people celebrate their passions with unique art, inside jokes, and niche references that mass-market brands can’t replicate. This is where creative, independent retail wins.

3. “Home and Kitchen” shoppers went practical. Appliances roared

The 464% surge in appliance sales on Cyber Monday shows that people are looking to invest in a better home life during the holiday shopping season. People were buying the full “make-home-nicer” bundle. 

The lesson: When shoppers upgrade core appliances, they look for new items to complete the vibe. Capitalize on this secondary wave of online orders with decorative and personal touches – think textiles, custom ceramics, and wall art to raise the average cart value.

4. Self-care was a cart staple

Personal care sales climbed 530% compared with an average October day. Wellness didn’t sit out the season – vitamins, grooming, and feel-good upgrades were very much part of holiday spending.

The opportunity: Shoppers are clearly investing in themselves. With Printful, tap into this Black Friday trend by offering custom beauty products like makeup bags, cosmetic pouches, and wellness accessories. Personalization adds that extra touch that makes everyday items gift-worthy, helping you stand out in a crowded market. 

5. Sports and outdoors quietly gained share

While other categories screamed for attention, Sports and Outdoors grew its value share by 25.7%. Buyers were already preparing for “new year, new routine” habits, making these Black Friday sales a proactive investment.

The opportunity: Market your products as part of their journey. Harness the motivation of new beginnings with gear that features inspiring designs, bold patterns, or a touch of personal flair that makes their new routine feel like their own.

6. Fashion lovers found real value

Apparel discounts peaked around 23% on Cyber Monday, while electronics hit 30% off. Style shoppers jumped on deals that felt both smart and stylish. The frenzy wasn’t just about the discount; it was about the thrill of finding a unique piece. 

Translation: In a sea of sameness, originality is the ultimate value proposition. Position your brand as the source for statement pieces and unique designs that stand out from the mass-produced basics.

7. In-store visits ticked up – Foot traffic proved it

Retail visits on Black Friday jumped 40.4% vs an average Friday, and edged 0.9% higher year over year. Big-box aisles still matter – touch-and-take plus doorbusters keep shoppers coming.

Reminder: Position your brand as the antidote to generic. Use marketing language like “unique designs you won’t find in retail store shopping” and “support independent creativity.” Place your online store as the modern-day specialty boutique competing with major retailers and retail stores. 

8. Jewelry, electronics, and apparel dominated gifting

This trio surged for a reason: Jewelry (478%), electronics (452%), and apparel (392%) cover the key gifting motivations of “wow,” “useful,” and “personal.” These categories consistently headline Black Friday-Cyber Monday shopping lists.

Your strategy: Lean into the “personal” angle, as it’s the hardest for big-box retailers to deliver. Offer products tailored to specific tastes and relationships – items that can’t be replicated by physical stores or chains.

9. TikTok Shop generated over $100 million in US sales in beauty, home, and fashion

TikTok Shop crossed $100 million in US Black Friday sales in beauty, home, and fashion, tripling the previous year. Livestreams and creator drops turned scrolling into record-breaking sales.

The playbook: You don’t need a Super Bowl ad; you need a compelling story. Use short-form video to show the creative process, the person behind the brand, or how your products fit into real people’s lives. Authenticity outperforms big-budget ads for online shoppers.

10. Over half of shoppers picked eco-friendly delivery

More than 51% chose climate-smart or fossil-free delivery options when offered at checkout. Sustainability isn’t a side note – it’s a decision-maker that nudges customer spending (and brand love).

The action item: Sustainability is a powerful marketing tool. Beyond shipping options, highlight your products’ eco-friendly materials or on-demand production methods. Weaving this story into your brand narrative and online Black Friday deals can be a deciding factor.

About 63% of holiday shoppers planned to shop both online and in-store. Shoppers browse everywhere – they might see an idea in physical stores, search online for better prices or more unique options, and ultimately buy from independent retail sites.

The imperative: Be the brand they find. Invest in high-quality mockups and product photos, write compelling descriptions, and make sure your store is seamless on mobile. You need to win the moment they search for something better.

12. Deals started early (and shoppers showed up)

Over 60% of consumers started hunting deals in October or early November, making Black Friday week a month-long event.

If your promos launch late, you’re not “building hype” – you’re missing the rush. For any business managing inventory, production, or shipping, waiting until late November is a critical mistake. 

The takeaway is blunt: If your promos launch on Thanksgiving, you’re not building hype – you’re showing up late. Plan for “Black November,” not just one day. Early Cyber Monday sales ensure smoother fulfillment, timely shipping, and stronger holiday sales. 

13. Australians loved fashion – Online Black Friday spending jumped

In Australia, fashion spending rose 30% in November vs October. Seasonal style plus sharp discounts = a strong cross-border opportunity for sellers everywhere. 

For international retailers: Think seasonally, but globally. A timely promotion targeting customers heading into summer in the southern hemisphere can be just as potent as a winter campaign in the north. Smart targeting unlocks year-round opportunities and global spending. 

14. Germans shop online weekly – Digital is routine

The fact that 99% of German adults shop online – with 39% doing so weekly – shows a market with digital maturity. Desktop purchases remain popular for categories like fashion and electronics, though mobile phones are just as common for quick browsing and checkout.

The insight: Don’t try to out-discount the giants. Compete on originality. A unique design or a clever niche product is your greatest asset in a crowded market where shoppers are looking for something new.

15. Shoppers planned to spend more overall

A planned 8% year-over-year lift in consumer spending for 2024 set the stage for a blockbuster Black Friday season. 

Consumers spent their budgets on things that felt special and meaningful – a trend that favors thoughtful products over mass-produced commodities.

The recipe: This is the moment for quality and creativity. Frame your products not as disposable items, but as pieces of art, clever conversation starters, or a perfect expression of personal style. That’s how you capture a share of that Cyber Week intentional spending.

16. Mobile phones led the way in site traffic

Mobile devices drove 79% of all site traffic on Black Friday 2024. For many buyers, mobile phones weren’t just a research tool – they were the checkout lane.

The takeaway: Your store must be seamless on small screens. Optimize images, product pages, and payment flows for mobile shopping, because that’s where most online shoppers start and finish their journeys.

17. Shopify merchants hit a record sales milestone

Shopify merchants generated $4.1 billion in Black Friday sales, a 22% jump from the previous year, peaking at $4.6 million processed per minute. That’s serious record online spending driven by independent brands.

The lesson: Platforms like Shopify show that smaller online retailers can compete with major retailers. To capture your share of this surge, focus on unique designs, quality products, and tight fulfillment.