Black Friday 2025 will take place in the United States on November 28, the day after Thanksgiving. The event marks the official start of the holiday shopping season and attracts millions of consumers seeking discounts. Retailers prepare promotions spanning online and in-store channels, focusing on electronics and essential items.
Projections indicate that the weekend, including Cyber Monday on December 1, will account for about 9% of total year-end sales in the country. The National Retail Federation estimates a 2.7% to 3.7% increase in overall sales from November to January compared to the previous year.
Retailers like Amazon, Walmart, and Target are adjusting inventories to meet demand. The growth reflects resilient consumer spending despite economic pressures, such as inflation on imported goods.
- 55% of Americans plan to shop the day after Thanksgiving;
- Online sales are expected to reach $12 billion to $12.5 billion;
- About 197 million shoppers participated in the event in 2024, exceeding expectations.
Projected Sales Rise 11% During Key Weekend
Analysts predict an 11% growth in sales from Black Friday to Cyber Monday compared to last year. This increase outpaces the average 4% growth for the holiday season as a whole. Companies are investing in logistics to handle the surge in orders.
The focus on digital channels drives this figure, with mobile accounting for 69% of global transactions in similar events. Consumers seek personalized offers through apps and websites.
Retail Strategies to Attract Shoppers
Walmart and Macy’s have raised their revenue projections for the period. Both cite demand for low-cost items as a key driver. Target maintains stable expectations, prioritizing in-store promotions.
Preparation includes pre-Black Friday events starting in November. This captures shoppers who avoid crowds on the main day.
- 14.6% increase in online sales in 2024;
- AI-powered chatbots boost conversions by 15%;
- 68% of consumers value free shipping as an incentive.
Retailers are expanding “buy online, pick up in-store” options to balance channels. This model grew 20% in the previous year.
Top Product Categories for 2025
Electronics lead purchase intentions, with 53% of consumers targeting smartphones and laptops. Appliances follow, representing 44% of plans. Clothing and accessories attract 39%, while travel and beauty account for 26% and 25%, respectively.
The average ticket is expected to rise due to bundled discounts on high-value items. Brands like Apple offer credits on bundles for iPhones and AirPods.
Mobile’s Influence on Shopping Behavior
Mobile devices dominate transactions, with 70% of orders placed via smartphones in 2024. Platforms optimize interfaces for fast loading and streamlined checkouts. This reduces cart abandonment by up to 30%.
BNPL, or buy now, pay later, added $686 million to online sales last year. The service grew 8.8% and is expected to perform strongly in 2025.
Consumers aged 18 to 34 lead this trend, using apps to compare prices in real time.
Early Discounts Kick Off November Peak
Preliminary offers start in October, with calls to “shop now and avoid future fees.” Amazon plans extended Prime Day events to warm up the market. Best Buy focuses on TVs and consoles with up to 50% off.
These actions capture 35% of shoppers who begin searches a week before Thanksgiving. The strategy eases pressure on November 28.
Retailers monitor inventories in real time to avoid stockouts. This ensures availability in popular categories like gaming and small appliances.
Consumer Trends Shape Digital Retail
AI-driven personalization influences 54% of purchase decisions, with recommendations based on browsing history. Retailers integrate tools for targeted offers. Retail media networks capture 20% of digital ads in 2025.
Hybrid shopping grows, with 52% opting for apps and 58% for direct websites. Marketplaces like Amazon account for 31% of preferences.
The period reinforces e-commerce’s role, projected to grow 8-9% annually. Consumers prioritize promotions combining convenience and savings.
