Black Friday 2025 marks a decisive shift in how retailers and consumers approach the annual shopping event. Unlike previous years defined primarily by in-store doorbusters and limited inventory rushes, this year's sales have evolved into an extended, technology-driven experience that extends from mid-November through early December.
The event has effectively transformed into what industry observers term "Black November," with promotions beginning as early as November 6 and continuing through December 4 at select retailers.
The official dates place Black Friday on November 28, 2025, with Cyber Monday following on December 1. However, these calendar dates now serve as reference points rather than sales windows. Amazon initiated its event on November 20 and will maintain promotions through December 1, establishing a twelve-day selling period.
Walmart released deals across multiple waves, with online promotions running from November 25 through early December, while in-store shopping began on November 28. Target commenced early sales on November 23, and Best Buy extended its promotional period from November 20 through December 1.
Record-Breaking Sales Performance
Preliminary data demonstrates unprecedented consumer engagement. As of early evening on Black Friday, online spending reached $8.6 billion, representing a 9.4% increase over the same period in 2024.
Adobe Analytics now projects total Black Friday spending will reach between $11.7 billion and $11.9 billion by day's end, exceeding the previous single-day record. The broader Cyber Week—spanning from Thanksgiving through Cyber Monday—is forecast to capture 17.2% of the entire holiday season's spending, totaling $43.7 billion, up 6.3% from the prior year.
Mobile commerce has emerged as the dominant shopping channel, accounting for 58.6% of online sales and driving $5.1 billion in spending, up 11.3% year-over-year. This concentration reflects the continued shift toward smartphone-based purchasing, where consumers can browse, compare, and complete transactions in seconds.
Several retailers have optimized their apps and websites specifically for mobile checkout, recognizing that failure to streamline mobile experiences directly translates to lost conversions.
Artificial Intelligence Reshaping Purchase Patterns
The most significant development distinguishing 2025 from previous holiday seasons involves the pervasive integration of AI shopping tools into the consumer journey.
AI-driven traffic to retail websites surged 725% compared to the prior year, with shoppers arriving through AI services 54% more likely to complete purchases than those arriving through traditional search channels. This represents a fundamental change in retail discovery and decision-making.
Adobe's consumer research found that while 38% of shoppers used generative AI for online shopping previously, 52% plan to do so this year. Major technology companies have rapidly deployed purpose-built tools for this moment. OpenAI introduced a shopping research feature in ChatGPT that builds personalized buyer's guides and surfaces retailer information.
Amazon deployed its Rufus AI assistant, which generates product lists and gift recommendations based on consumer preferences. Google expanded its Shopping features with agentic capabilities, and Microsoft integrated similar functionality into Copilot.
When retailers analyze AI search visibility data across major platforms, Amazon maintains the most consistent presence, appearing in 61.5% of AI search results for Black Friday queries. Best Buy follows closely, appearing in approximately 70% of answers, while Walmart, Target, Apple, and Samsung maintain mid-tier visibility at 40-48%.
These patterns suggest that AI systems have developed distinct preferences for larger, established retailers, potentially consolidating online sales even further among dominant market players.
Product Categories and Discount Depths
Consumer preferences have remained relatively stable across product categories, though certain items have emerged as particularly strong performers. Electronics consistently rank as the category with the deepest markdowns, with discounts reaching up to 29% off list prices.
Toys follow at 28% off, apparel at 25%, and televisions at 24%. According to real-time sales data, the hottest items include televisions, the newly released Nintendo Switch 2, Apple AirPods 4, the Oura Ring 4, KitchenAid stand mixers, storage containers, washing machines and dryers, bicycles, and basketball hoops.
Specific retailer promotions demonstrate the competitive intensity of the season. Best Buy has offered up to 63% off Lenovo and HP Chromebooks, up to 24% off AirPods and MacBooks, and up to 55% off TCL and Samsung televisions. Target provides up to 50% off clothing and shoes, including brands like Champion and Crocs, up to 50% off tech from Bose, Sony, and Beats, up to $200 off select Apple devices, and up to 50% off small appliances.
Walmart has maintained up to 50% off deals across categories including Dyson vacuums—with specific savings of $330—KitchenAid appliances, and Ninja kitchen essentials. Macy's and Kohl's have matched competitive pricing, with Macy's reaching 60-70% off select bedding and home goods and Kohl's offering up to 70% off bedding sets.
Apparel and accessories have attracted substantial consumer attention, with 50% of survey respondents indicating plans to purchase clothing during the event.
Beauty and skincare categories have experienced particularly strong growth, with major retailers offering 30-50% discounts across beauty brands and cosmetics retailers like Ulta featuring daily deals reaching 30% off through December 4.
The Rise of Buy Now, Pay Later Financing
Buy Now, Pay Later services have fundamentally altered the financial mechanics of holiday shopping.
Adobe forecasts that BNPL spending during the five-day holiday period will exceed $20.2 billion, with $761.8 million of Black Friday spending channeled through these services—representing an 11% increase from the previous year. By Cyber Monday, BNPL services are expected to drive an additional $1 billion in purchases.
This expansion reflects both consumer demand for payment flexibility and the financial psychology underlying BNPL's popularity. Services like Klarna, Affirm, PayPal Credit, and Afterpay enable consumers to split purchases into interest-free installments, making large purchases feel more manageable.
Research indicates that BNPL can increase average order values for retailers by 20-40%, with some studies documenting 91% increases in average transaction size when the payment option is available. However, 82.4% of BNPL transactions occur on mobile devices, further cementing the role of smartphone commerce in this holiday season.
Current regulations for BNPL services remain limited, with comprehensive FCA regulation not taking effect until July 2026. Until then, consumers lack the same protections available through regulated credit products, including mandatory affordability checks or ombudsman complaint processes.
However, pending regulatory changes will require BNPL providers to conduct strict affordability assessments, clearly communicate late fees and credit impact, and report repayment history to credit agencies.
Retail Infrastructure and Store Operations
Physical retail locations remain strategically important despite the dominance of online sales. Major retailers have coordinated opening times, with Best Buy, Walmart, and Target beginning operations at 6 a.m. on Black Friday and extending hours through the weekend.
Best Buy maintains hours from 9 a.m. to 10 p.m. on Saturday and 9 a.m. to 9 p.m. on Sunday, while Walmart operates from 6 a.m. to 11 p.m. throughout Cyber Weekend, and Target maintains location-specific hours typically ranging from 7 or 8 a.m. to 11 p.m.
In-store shopping remains particularly advantageous for large appliances. Industry experts recommend purchasing refrigerators, washing machines, and dishwashers in person, as retailers frequently offer promotions exclusive to brick-and-mortar locations at Home Depot and Lowe's.
Additionally, in-store inventory may be limited, and retailers frequently adjust pricing in real time based on demand and local stock levels.
Consumer Behavior and Loyalty Integration
Loyalty programs have experienced significant growth during Black Friday periods, with sign-ups surging 119% during the 2024 event. Retailers increasingly leverage these programs to drive repeat purchases and capture customer data for personalization. Target Circle members receive exclusive deals, and similar programs at Walmart+, Amazon Prime, and Best Buy operate to provide early access to sales and additional discounts.
Walmart+ members receive five hours of early online access to Cyber Monday deals, beginning at 7 p.m. ET on November 30. Many retailers now offer incentives for loyalty program enrollment during the holiday season, recognizing that seasonal shoppers often continue purchasing behavior into subsequent months when cultivated through effective engagement strategies.
International Perspective and Market Concentration
While detailed international data remains limited for 2025, the expansion of "Black Friday culture" has influenced retail calendars globally. The event has evolved from an exclusively American phenomenon to a worldwide shopping moment, with retailers in Europe, Asia-Pacific, and other regions participating in promotional events.
This globalization has been facilitated by e-commerce platforms that operate across borders and by the international presence of major retailers.
The dominance of certain retailers in AI search results and overall market share suggests continued consolidation in e-commerce.
Smaller retailers and niche brands face increasing challenges competing for visibility in both algorithmic search results and AI-driven recommendations, potentially creating winner-take-most dynamics that benefit established market leaders.
Emerging Shopping Technologies
Beyond traditional AI assistants, retailers have integrated social commerce capabilities into the holiday experience. TikTok Shop, Instagram Checkout, and YouTube Shopping have emerged as significant channels for impulse purchases and product discovery, particularly among younger demographics.
These platforms combine algorithmic exposure with seamless checkout flows, reducing friction between product discovery and purchase completion.
SMS marketing has reemerged as a critical communication channel, offering a 98% open rate for urgent offers and time-sensitive promotions.
This has driven renewed attention to permission-based marketing lists and customer data collection strategies that respect privacy regulations while enabling personalized outreach.
Conclusion
Black Friday and Cyber Monday 2025 exemplify the transformation of retail commerce over the past decade. The event has evolved from a single-day in-store phenomenon into an extended, omnichannel experience where AI technology mediates discovery, mobile commerce dominates transactions, and flexible payment options enable broader consumer participation. Record spending levels, driven by deeper discounts and new shopping technologies, demonstrate continued consumer appetite for holiday shopping despite broader economic pressures.
As retailers navigate supply chain complexities, maintain inventory levels, and compete for visibility in an increasingly AI-mediated marketplace, the distinction between Black Friday proper and year-round commerce continues to blur. The holiday season remains a critical proving ground for retail innovation, where emerging technologies and consumer preferences converge to reshape expectations for how shopping experiences should function.
