Black Friday has become one of the most critical sales events in the European e-commerce calendar. What began as an American shopping phenomenon has evolved into a continental economic event that now spans an entire week — from early deals in mid-November to Cyber Monday extensions.

The 2025 edition of Black Friday arrives amid a complex mix of economic pressure, changing consumer behavior, and digital retail maturity. With inflation still influencing purchasing habits, European shoppers are expected to remain price-sensitive, cautious, and increasingly strategic in their online shopping.

Black Friday 2024 Recap: High Volumes, Lower Spending

According to multiple retail data sources, the 2024 Black Friday campaign in Europe saw a 10% year-over-year increase in online transactions, despite a drop of approximately 4% in average spending per order.

• Peak activity: Online platforms registered up to 11.4 orders per second, marking a 205% increase compared to regular shopping periods.
  
• Footfall trends: In Spain, store traffic during the whole Black Friday week surged by 40.5%, although sales on the actual Friday fell slightly by around 2.8% compared to 2023.
  
• Consumer sentiment: Around 81% of European consumers reported that inflation affected their shopping habits, with 31% switching to cheaper brands and 21% waiting specifically for discounts.
  

These figures show that European consumers remained highly active but more value-driven, seeking deals and switching brands rather than increasing total spend.

Black Friday 2025: Growth Likely to Flatten Across the EU

Early analyses for 2025 suggest a cooling trend in Black Friday sales across European markets. While participation rates are expected to remain strong, spending growth could plateau or even slightly decline.

Forecast Highlights for 2025

• Spending intentions: Only about 33% of European shoppers say they plan to buy more during Black Friday and Cyber Monday compared to an average shopping week, according to DHL eCommerce.
  
• Retail industry outlook: Multiple retail forecasts, including from Webinterpret and Forbes, indicate that Black Friday 2025 will likely be less lucrative than 2024 due to inflation pressure and consumer fatigue.
  
• Inflation impact: As of autumn 2025, inflation remains the top factor shaping buying behavior, with most consumers prioritizing essential products and brands perceived as offering “true value.”
  
• Longer promotion cycles: Retail experts expect the Black Friday period to extend even further, with early deals starting by mid-November and running through Cyber Week, reducing the sales spike of a single day.

Black Friday 2025 Forecast: What Has Changed?

In short, the 2025 event is expected to show stable order volumes but limited growth in total sales value, reflecting consumer caution and a continued shift toward price-conscious buying.

Implications for EU E-Commerce Retailers

Focus on Value and Trust

Consumers are no longer swayed by flashy discounts alone. They want transparency, free shipping, easy returns, and reliable delivery times. Retailers should highlight trust factors and service quality to stand out in a crowded market.

Optimize for Early Shoppers

The shopping window is moving earlier each year. Campaigns that start around mid-November and extend through Cyber Week tend to perform best.

Manage Margins Carefully

With lower average order values, shipping and logistics costs will take a larger share of the profit margin. Cross-border sellers, in particular, should review their pricing and fulfillment strategies.

Mobile and Cross-Border Optimization

Mobile commerce remains dominant. EU shoppers increasingly buy across borders, seeking better prices or exclusive brands, so localized pricing, currency transparency, and VAT handling will be crucial.

Black Friday 2025 as a Stability Test for European E-Commerce

Black Friday 2025 will test the adaptability of European online retailers. After years of rapid growth, the market is entering a phase where efficiency, customer retention, and logistics performance matter as much as deep discounts.

While the volume of sales may continue to grow modestly, profitability and conversion quality will define success this year. For EU e-commerce players, understanding the data — and adapting strategy accordingly — will be key to maintaining competitiveness in an increasingly price-sensitive landscape.

The post Black Friday 2025 Forecast in the EU: Will European E-Commerce Growth Slow Down? appeared first on Cross-Border Magazine.

As the biggest online shopping event of the year, Black Friday 2025 is scheduled for Friday, November 28, followed by Cyber Monday and the wider Cyber Week. Early deals are expected from mid‑November, as retailers extend the sale window to stay competitive and avoid stock issues.

Key Trends & Forecast Highlights

• Record-shattering online growth: Online Black Friday sales reached $10.8 billion in the U.S. during 2024, a 10‑11% increase from 2023.
  
• Global spending reached $74.4 billion, a 5% year-over-year increase.
  
• Mobile shopping dominance: Around 70% of online purchases were made via mobile devices.
  
• Buy Now, Pay Later (BNPL) contributed approximately $686 million, up 8.8% from 2023.
  
• AI-driven conversions: Retailers using AI chatbots saw conversion increases of nearly 9%.
  
• Category highlights: Toys (+622%), jewelry (+561%), appliances (+476%), personal care (+440%) and electronics (+334%) saw exceptional spikes compared to October averages.
  

Forecast: What the Black Friday 2025 May Bring?

Based on 2024 trends and mid-year sales momentum, here’s what to expect in 2025:

Why this growth?

• Continued mobile shopping acceleration, with smartphones driving the majority of purchases.
  
• Consumers are increasingly conditioned by mid-year mega sales, like Prime Day.
  
• Wider adoption of AI personalization and BNPL services is driving higher conversions and larger carts.
  

Black Friday 2024 in Review

2024’s performance sets the tone for 2025:

• U.S. online sales: $10.8 billion (up 10.2% from 2023)
  
• Global sales: $74.4 billion (up 5% YoY)
  
• Mobile share: Ranged from 55% to 70% of total online sales
  
• Cyber Week total (U.S.): $41.1 billion
  
• Category standouts:
  
  • Toys: +622%
    
  • Jewelry: +561%
    
  • Appliances: +476%
    
  • Personal care: +440%
    
  • Electronics: +334%
    
• Retailer performance:
  
  • Walmart: +3% total growth
    
  • Amazon: +6% in online revenue
    
  • Shopify merchants: $4.1 billion in sales (+22%)
    

Tips to Capitalize on 2025 Deals

1. Start early & set alerts: Retailers will launch deals as early as mid-November.
   
2. Prioritize mobile platforms: Apps and mobile sites will drive the majority of traffic.
   
3. Use BNPL wisely: It can help spread costs, and deals will often be paired with BNPL incentives.
   
4. AI-enhanced shopping: Look for personalized deals, chatbots, and product recommendations.
   
5. Subscribe to email and SMS updates: Early access deals and flash sales often go to subscribers first.
   
6. Watch for timed flash deals: These can yield the biggest discounts but require quick action.
   

Black Friday 2025 is poised to break new records in online spending—over $12 billion in the U.S. alone, and $80 billion globally. With mobile commerce, AI personalization, and flexible payment options driving the surge, both retailers and shoppers should prepare early. The smartest brands will meet consumers where they are—on mobile, with smart recommendations and seamless experiences.

For savvy shoppers: finalize your wishlist, monitor prices now, and act fast when the deals land.

The post Black Friday 2025: Playbook + Forecast! appeared first on Cross-Border Magazine.

TikTok Shop recorded sales of more than 100 million dollars (around 95.5 million euros) during Black Friday in the US, marking a milestone in its foray into the US market. This success reaffirms the social network's commitment to live shopping, a strategy that has proven to be a key economic driver in markets such as China.

Since its launch in the fall of 2023 in the U.S., TikTok Shop has encouraged creators and sellers to adopt the live-streaming format to drive e-commerce. As Nico Le Bourgeois, TikTok Shop's head of U.S. operations, told Business Insider, the company is looking to transform the digital shopping experience: “We want people to discover new products, to make shopping different. If we can get more customers to shop live and be surprised by the experience, we will have accomplished our goal.”

Most popular categories and retailer success

Black Friday saw more than 30,000 live streams, with home goods, fashion, and beauty products positioning themselves as consumers' favorite categories. One prominent example was Canvas Beauty, a hair care brand that reached $1 million in sales just two hours after going live on TikTok Shop.

The deals campaign allowed large brands and SMEs to stand out with exclusive promotions and product launches. One-third of the purchases made during this campaign benefited small and medium-sized businesses.

In addition, many sellers are using the platform as an alternative to diversify their revenues against giants such as Amazon. As published by CNBC, during a recent conference for Amazon sellers, TikTok Shop was a central topic, attracting great interest among attendees. “Amazon is saturated with competition,” noted e-commerce expert Rafay MH, noting that TikTok offers a ”free opportunity to connect and sell directly.”

Heading into the holiday season, a Salesforce report predicts that 20% of online holiday shopping in the U.S., U.K., Australia and Canada will be done through platforms such as TikTok Shop, Shein and Temu.

TikTok's U.S. future is in danger 

Despite its commercial success, TikTok faces legal challenges. In April, President Joe Biden signed a bill into law requiring ByteDance, TikTok's parent company, to sell the app by January 19. Please comply with this order to avoid TikTok being banned in the country, which would prevent its availability in app stores and hosting services. However, President-elect Donald Trump has changed his mind about banning TikTok, but the future for the social network remains uncertain.“The marketers here, the creators, are building their livelihoods on TikTok,” a TikTok spokesperson told CNBC. “We're going to continue to stick up for that.There's a great opportunity for us,” he reiterated.

The post TikTok Shop sales reached 100 million dollars during Black Friday appeared first on Cross-Border Magazine.

By LogiCommerce - Black Friday continues to grow in Spain but slows down after the big increase in 2023. In 2024, it will remain at 5% revenue growth but consolidate as a loyalty strategy with 69% of recurring users.

• 31% of new users in e-commerce during the month of Black Friday
• 5% increase in revenue during Black Friday month, but -3% drop on D-Day compared to 2023.
• +25% recurring users in the last 4 years

The eCommerce platform LogiCommerce, which counts among its clients renowned brands such as eseOese, Yerse, Volkswagen, MUNICH, and Eurekakids, among many others, has analyzed data from its clients over the last four years to see the evolution of Black Friday in Spain.

"In recent years, we have seen how Black Friday has gone from being a date focused on impulse buying to becoming a strategic brand opportunity. It's not just about offering aggressive discounts but about taking advantage of this moment to build customer loyalty and establish a stronger connection with them. Data shows that brands committed to this vision are managing to consolidate 69% of recurring users, which is key to their long-term success," explains Màrius Rossell, CEO and Founder of LogiCommerce.

In a year with many doubts before Black Friday, the campaign continues to grow slowly. After the great growth of 36% in 2023, this 2024 revenue during November has grown by only 5%. If we analyze the purchases made on the same day of Black Friday, retailers have experienced a negative growth of 3% compared to 2023.

Black Friday as a customer loyalty strategy

At a Black Friday event organized in October by LogiCommerce and other partners, companies such as Naf Naf and Banoffee Barcelona announced that loyalty strategies would be the main protagonists this year.

The brands' efforts have been clearly reflected in the data analyzed by LogiCommerce, which registered a 25% growth in recurring users since 2020 and 9% if we take the data of 2023 as a reference.

Recurring users accounted for 69% of consumers both during the month's campaign and on Black Friday itself.

It is also worth noting that the stores that have opted for Black Friday have registered 30% of new users in the purchases received, who, thanks to loyalty strategies, may become repeat buyers in future campaigns.

Users still prefer to purchase from the computer, 69%, compared to 40% who buy from a mobile device. However, purchases made on Black Friday show a clear upward trend compared to last year, with an increase of 14%.

The evolution of the Black Friday campaign until the current Black Month, coupled with the greater experience and level of demand of consumers in their online purchases, have turned the impulse purchase typical of campaigns of big discounts into a reflexive purchase as we can see in the data analyzed by LogiCommerce.

About LogiCommerce

LogiCommerce is a SaaS eCommerce platform developed 100% in Spain. It combines advanced technology with intuitive management to help B2B and/or B2C companies from all sectors grow in the digital world. With a transparent and competitive Total Cost of Ownership (TCO), LogiCommerce is positioned as the ideal solution to scale and optimize eCommerce profitably and sustainably.

Major brands such as VW, MUNICH, Muebles La Fábrica, EseOese, Tres Grifería, Eurekakids, and Torrons Vicens, among others, rely on LogiCommerce to manage and boost their digital business.

The post LogiCommerce study: Black Friday reinforces loyalty with 69% of repeat users in Spain appeared first on Cross-Border Magazine.

Black Friday 2024 has reaffirmed its place as the most anticipated shopping event of the year, driving record-breaking global e-commerce sales. With consumers flocking to digital platforms for deals, businesses worldwide saw significant revenue growth. Here, we explore the standout trends, the top-selling categories, and the platforms that define the day.

Global E-commerce Sales: A Record Year

Black Friday 2024 proved exceptional for global e-commerce, with sales reaching $10.7 billion in the United States alone, a 5% increase from 2023. Worldwide, e-commerce platforms reported a combined revenue surpassing $65 billion during the Black Friday weekend. This surge is attributed to the convenience of online shopping, strategic discounting by retailers, and the rise of mobile commerce.

Key Growth Drivers

1. Mobile Shopping: Over 60% of Black Friday transactions were made via mobile devices, reflecting the increasing reliance on smartphones for e-commerce.
2. Buy Now, Pay Later (BNPL): Flexible payment options boosted consumer confidence, particularly for high-ticket items in electronics and luxury goods.
3. Global Reach: Countries like the United States, United Kingdom, and Germany were significant contributors while emerging markets like India and Brazil saw double-digit growth in e-commerce participation.

Top-Selling Categories and Products for Black Friday 2024

Black Friday 2024 global sales revealed some clear winners among product categories. Consumers showcased varied interests, from electronics to beauty products, with a strong inclination toward deals and discounts.

1. Electronics

Electronics continued to dominate sales:

• Smartphones: Apple's iPhone 15 Pro Max and Samsung Galaxy S24 were among the best-sellers.
• Gaming Consoles: PlayStation 5 and Xbox Series X attracted gamers with exclusive bundles and discounts.
• Laptops and Accessories: Brands like Dell, Lenovo, and Microsoft saw robust sales.

2. Apparel and Accessories

The fashion industry saw a 12% increase in online sales compared to 2023. Popular categories included:

• Winter wear: Jackets, coats, and boots.
• Designer collaborations: Limited-edition releases from Nike, Adidas, and high-end brands.
• Jewelry and watches: Pandora and Citizen were among top sellers.

3. Beauty and Personal Care

This category experienced remarkable growth, with a focus on luxury items and eco-friendly products:

• Skincare: Brands like The Ordinary and Kiehl’s.
• Makeup Kits: Holiday-themed collections from Fenty Beauty and MAC.
• Haircare Devices: Dyson Airwraps and GHD straighteners were top choices.

The Most Successful E-commerce Platforms During Black Friday 2024

The success of Black Friday 2024 was also defined by the platforms that delivered seamless shopping experiences. From global giants to niche platforms, e-commerce sites capitalized on high traffic volumes and optimized user interfaces.

1. Amazon: The Global Leader

Amazon dominated over 30% of all Black Friday online sales globally. Its vast inventory, personalized recommendations, and Prime-exclusive deals ensured high consumer retention. Popular deals included discounts on Echo devices and Ring security products.

2. Walmart and Target: Retail Giants Go Digital

Both Walmart and Target made significant strides in their digital strategies:

• Walmart experienced a 66% increase in online and in-store sales, leveraging its hybrid model.
• Target focused on exclusive deals and same-day pickup options, boosting its e-commerce appeal.

3. Shopify: Empowering Small Businesses

Shopify merchants collectively achieved over $4.5 billion in sales during the Black Friday weekend, showcasing the power of independent businesses. The platform’s robust analytics and marketing tools were instrumental in driving traffic.

4. Emerging Platforms

• AliExpress and Flipkart catered to price-sensitive markets in Asia.
• Zalando thrived in Europe with its fashion-first approach.

Consumer Behavior Insights

Black Friday 2024 global sales provided a clear lens into consumer behavior:

• Early Deals and Pre-Sales: Retailers offering early Black Friday deals saw a 20% increase in overall sales.
• Social Media Influence: Platforms like TikTok and Instagram played a crucial role in driving awareness and engagement through viral trends and influencer collaborations.
• Sustainability Concerns: Shoppers grew interested in eco-conscious brands, highlighting a shift toward mindful consumption.

Preparing for Black Friday 2025

The success of Black Friday 2024 highlights the need for retailers to adapt quickly to evolving trends. To maintain competitiveness:

• Enhance Mobile Experiences: Optimized apps and mobile-first designs will be crucial.
• Invest in AI: Personalized recommendations and chatbots can improve customer satisfaction.
• Focus on Sustainability: Incorporating green practices and products will attract environmentally conscious consumers.

Black Friday 2024 marked another milestone in the e-commerce landscape, with global sales surpassing expectations and reaffirming the event's critical role in retail. Electronics, apparel, and beauty products led the charge, while platforms like Amazon and Shopify set new benchmarks for success. As businesses gear up for the next holiday season, understanding these trends will be vital in shaping strategies for Black Friday 2025 and beyond.

The post Black Friday 2024 Global Sales: Key Insights, Categories, and Platforms appeared first on Cross-Border Magazine.

Black Friday online sales grew 8% globally, according to a Salesforce report. Salesforce data is based on over a billion different e-commerce sites that work with their CRM. These were the sectors that presented the best online sales performance on Black Friday: 

Highest growth in online sales (Global)

Footwear: +23%.

Health and Beauty: +21%.

Skin Care: +20

Highest online sales growth (Europe)

Health & Beauty: +22% Health & Beauty: +22% Footwear and women's handbags: +21

Women's Shoes & Bags: +21% Home & Decoration: +10% Home & Decoration: +10% Home & Decoration: +21

Home & Decor: +10% Home & Decoration: +10% Home & Decoration: +10% Home & Decoration: +10

Black Friday online sales boosted by discounts

Discounts increased to an average of 28% globally, the highest so far this shopping season. The verticals with the highest discount rates during Black Friday were:

Highest discount rate (global)

Makeup: 40% off

Sportswear: 34

General apparel: 34

Highest discount rate (Europe)

General apparel: 27

Sportswear and footwear: 26

Luxury goods: 26%

Consumers used their cell phones to shop online this Black Friday. After a respite during the pandemic (a time when consumers at home traded the convenience of cell phones for a better computing experience), mobile traffic hit a record high on Black Friday this year:

2017 - 61% of digital traffic

2018 - 67% of digital traffic

2019 - 76% of digital traffic

2020 - 75% of digital traffic

2021: 75% of digital traffic

2022: 76% of digital traffic

2023: 79% of digital traffic

The post Black Friday online sales grew 8% appeared first on Cross-Border Magazine.

Amazon's Black Friday event will kick off on Friday, November 17. This will give customers more days to shop than last year's event and will feature some of the lowest prices of the year so far on select products from popular brands like YETI, Peloton, LEGO, Lancôme, and Ruggable.

As for promotions, up to 50% off IT Cosmetics, up to 42% off BISSELL products, and up to 33% off Le Creuset products. Customers can find something for everyone on their holiday shopping list, including deals on Sony products, Shark hair care products, and Disney toys and apparel, up to 30 percent off Barbie dolls and games, and up to 47 percent off National Tree Company Christmas trees and wreaths.

Amazon will continue its seasonal sales throughout its Cyber Monday weekend event beginning Saturday, November 25, and ending Monday, November 27, with even more festive deals from top brands like Casper, Ninja, CeraVe, and Helly Hansen. With discounts of up to 45% off Hey Dude, up to 30% off La Roche-Posay, and up to 30% off OPI nail colors and treatments, customers can continue to save on fantastic gifts all weekend long.

New offers will appear every five minutes during select periods during the deal events, so customers should check back often to find new deals and check off their holiday shopping lists. To find the most up-to-date deals during the events, visit Amazon Black Friday and Amazon Cyber Monday.

Highest-selling products on Amazon during 2022

With the arrival of Amazon Black Friday Week 2023 just around the corner, you may want to find out which items were the best-selling Amazon Black Friday 2022 items. Go ahead and select your wish list and get a head start on Black Friday deals.

Airfriyers were number one during the past Black Friday. The COSORI air fryer was the number one selling product in Amazon USA during the past BFCM. They were followed by multiple products from the home and health category, headphones from JBL and numerous gaming devices.

The post Amazon's Black Friday event will kick off on Friday appeared first on Cross-Border Magazine.

According to a recent survey by Webloyalty, the 2023 Black Friday is forecasted to have a 20% increase in online spending. This year, the campaign kicks off on November 24. It culminates on November 27 with Cyber Monday. 

The Webloyalty forecast indicates that the average online ticket will reach €162 during these dates and that Millennials and Boomers will lead digital shopping on Black Friday. 

In fact, according to data from Webloyalty, the profile of shoppers aged between 35 and 54 years (46.2%) stands out during these dates. It is also very homogeneous regarding gender: women (51.2%) and men (48.8%).

The times of the day when the highest volume of purchases is registered during Black Week are usually in the early hours (9h to 11h) and the evenings at the end of the working day (18h to 20h).

Regarding the preferred device for shopping, the cell phone is positioned as the favorite for 61.7% of buyers, above the computer, used in 36.6% of cases, or the tablet to which only 1.7% of buyers resort.

Adobe predicts up to 35% discounts in the USA

According to a Reuters report, Adobe said the holiday season would see heavy discounts this year, especially in the toys, sporting goods, and furniture categories, with markdowns peaking at 35%.

Last month, Mastercard's (MA.N)SpendingPulse report forecast a 6.7% rise in online sales during the holiday season.

Retailers such as Walmart (WMT.N), Target (TGT.N), and Macy's (M.N) prepare months in advance for the all-important season as it brings in nearly a third of the industry's annual revenue in a good year.

The post 2023 Black Friday is forecasted to have a 20% increase in online spending  appeared first on Cross-Border Magazine.

Black Friday and Cyber Week sales went up, reaching 9 billion dollars in the USA, beating the dim dark forecast done by many experts. 

According to CNBC, consumers spent a record $9.12 billion online shopping during Black Friday this year. This number was released by Adobe, which tracks sales on retailers’ websites.

🔥Do you want to know more about international commerce and e-commerce, and also get all the tips and news that might give your company an edge? Subscribe to Cross-Border Magazine and get your digital copy now for free!🔥 

Overall online sales for the day after Thanksgiving were up 2.3% year over year, and electronics were a significant contributor, as online sales surged 221% over an average day in October, Adobe said. Toys were another popular category for shoppers, up 285%, as was exercise equipment, up 218%.

Many consumers embraced flexible payment plans on Black Friday as they struggled with high prices and inflation. Buy Now Pay Later payments increased by 78% compared with the past week, beginning Nov. 19, and Buy Now Pay Later revenue is up 81% for the same period.

Not only in the USA: Shopify claims a global record during Black Friday sales 

Shopify, one of the leading global e-commerce platform providers, announced a record-setting Black Friday Cyber Monday weekend, with sales of $7.5 billion* from independent businesses worldwide. That’s a 19% increase in sales from the $6.3 billion during Shopify’s Black Friday Cyber Monday weekend in 2021 (21% on a constant currency basis). 

Consumers are approaching this holiday shopping season with intentionality. They’re seeking out good deals from their favorite brands. Shopify’s recent survey of more than 24,000 consumers around the world revealed that three in four (76%) were seeking higher-quality products that will last, and the majority (84%) planned to compare prices for the best discounts before making a purchase during Black Friday Cyber Monday Weekend**. 

More than 52 million consumers globally purchased from brands powered by Shopify this year, a 12% increase from 2021. Black Friday Cyber Monday weekend is the highest volume shopping event of the year for Shopify merchants. And, while not a proxy for the full holiday season, it is a moment that showcases the power and impacts independent businesses have around the globe. 

“This year, Black Friday Cyber Monday showed us once again that consumers are voting with their wallets to support the independent brands they love,” said Harley Finkelstein, President of Shopify. “We saw record level shopping happening across all channels this weekend, proving businesses that meet their customers where they are, whether that’s online or in-person, will earn their loyalty in return.”

Salesforce also reports a successful Black Friday

Salesforce has just released new data on Cyber Week, the result of an analysis of shopping data from more than 1.5 billion consumers worldwide. Online sales in 2022 reached an all-time high of more than €270 billion, up 2% from last year.

The data shows that the digital standards set during the pandemic continue to be a force this holiday season, with strong growth in early November, driven by consumers who were not put off by higher prices and lower discounts. Cyber Week (November 23-29) saw sales growth due to these early consumers.

The post Black Friday and Cyber Week sales hit a $9 billion record in the USA appeared first on Cross-Border Magazine.

This turnover is 17.9% higher compared to last year. Adobe expects that American consumers will buy products worth 6,6 billion dollars during Cyber Monday. This would be 16.5% higher compared to last year.

Currently, it is unclear how many turnover has been realized in brick stores. A rise in sales is expected due to a more positive consumer confidence rate.

The post Online records on Black Friday appeared first on Cross-Border Magazine.