Every year, Black Friday marks the unofficial kickoff of the holiday shopping season — and 2025 promises to be one for the record books. This year’s event is set for Friday, 28 November 2025, with many retailers stretching the deals across the entire weekend and into Cyber Monday (1 December). huboo.com+2Webinterpret+2
But this isn’t just a repeat of past years. Black Friday 2025 will be shaped by new consumer behaviours, mobile-first shopping, deeper discounts, and full-scale digital marketing strategies. For shoppers, brands, and affiliate marketers alike, preparation is key.
📆 Key Dates & Timeline
- Black Friday: 28 November 2025
- Cyber Monday: 1 December 2025
- Pre-Black Friday promotions: Many retailers begin teaser deals as early as October and extend through the “Cyber Week” rather than just one day. Search Engine Journal+1
- Extended sales period: Discounts are no longer confined to one day; deals run through the weekend and sometimes the entire month. Omni Themes
👥 What’s New in Shopper Behaviour
Mobile Dominance
Mobile shopping continues to accelerate. In 2025, over 70% of online Black Friday transactions are expected to come from mobile devices. Cropink+1 Retailers must optimise mobile apps, ensure quick checkout, and build push-notification campaigns to capture mobile-first shoppers. MobiLoud+1
Longer Shopping Window
Shoppers are no longer waiting for the day itself. A growing share of consumers begin product research in October or early November, and many are already placing orders before the official Black Friday date. impact.com+1 That means retailers should treat “Black Friday” as a season rather than a single event.
Higher Spend per Person
While economic uncertainty remains, shoppers are actually spending more when they do buy. Reports show that consumers plan to maintain or increase budgets compared to last year. The average cart value is rising, particularly for premium categories like electronics, jewellery and home appliances. Accio+1
Buy Now, Pay Later (BNPL) Growth
BNPL services are being used more frequently — making higher-ticket purchases feel more accessible. Almost half of shoppers indicate BNPL plays a role in their decision-making this year. Webinterpret
Social Proof & UGC Influence
Authentic content from influencers and user-generated reviews matter more than ever. Brands that use social proof effectively — especially via short video, influencer tie-ins, and heavy social media engagement — are winning more conversions. Retainful
🛒 Top Categories to Watch
While consumer interest spans many products, these categories are expected to dominate:
- Electronics: Smartphones, smart home devices, gaming consoles. Electronics are still king when it comes to Black Friday. DHL+1
- Apparel & Fashion: Clothing, shoes, accessories remain a key draw, especially when paired with decorations of style and holiday gifting. Printful
- Jewellery & Luxury Goods: Premium categories are seeing strong demand, especially when paired with deep discounts and feel-good purchases. Printful
- Home & Furniture: With many consumers continuing to invest in home upgrades, this category is gaining ground during Black Friday.
- Beauty & Wellness: Early deals in skincare, haircare and gadgets are already appearing, tapping into the self-gifting trend where shoppers buy for themselves as much as for others. New York Post
📈 What Retailers & Brands Should Do
Start Early: Teasers + Countdown
Retailers should launch deal previews and countdowns at least 4-6 weeks ahead. This builds excitement, captures wish lists, and enables consumers to plan. By the time 28 November arrives, the decision-making is already done. Search Engine Journal
Optimise Mobile Experience
With mobile devices driving the majority of traffic and transactions, websites and apps must be lightning-fast, user-friendly and able to handle peak traffic loads. Push notifications, in-app exclusive deals and seamless checkout are vital. MobiLoud
Leverage Omnichannel
Buy online, pick up in store (BOPIS) remains relevant. A hybrid strategy combining online convenience + in-store experience can capture both mobile shoppers and physical visitors. Queue-it
Use Social & Influencer Marketing
Authentic reviews, influencer livestreams, unboxings and user-generated content are more effective than generic ads. Brands should plan influencer tie-ups early and build hype. Retainful
Offer Flexibility
Free shipping, hassle-free returns and BNPL plans attract more buyers. Many shoppers now expect these options as part of any major sale. Webinterpret
Prepare Inventory & Logistics
Given the extended window and mobile surge, brands must ensure they have sufficient stock, efficient fulfilment, and strong logistics to avoid bottlenecks. Late fulfilment or stock-outs cost conversion and loyalty.
🧠 What Shoppers Should Know
- Plan ahead: Identify what you want early and track deal alerts.
- Compare prices: Verify whether discounts are genuine. Since sales start earlier and run longer, some “deals” may just be fluff.
- Check return policies: Especially on high-value items. Free returns and warranty support matter.
- Use BNPL wisely: It’s helpful, but ensure you can meet the payment schedule.
- Shop mobile smart: Use apps for alerts, one-click checkout, and streamlined experience.
- Don’t overlook early deals: The best buys may drop weeks before the peak date.
🌍 Global Insights & International Context
Globally, Black Friday is no longer just a U.S. phenomenon — it’s embraced by retailers and shoppers worldwide, especially in the UK, India, Australia, and Europe. In 2025:
- Up to 75% of global consumers expect to make a purchase during the Black Friday/Cyber Monday period. DHL
- Only about 16% of shoppers say they don’t trust Black Friday deals — meaning trust is improving but still a hurdle. DHL
- In several markets (including India), mobile commerce and early deals are growing fastest, driven by younger shoppers and smartphone access.
🔮 The Big Picture: Why Black Friday 2025 Matters
Black Friday 2025 will do more than just move inventory — it sets the tone for the entire fourth quarter and even carries into next year’s planning:
- For retailers, it’s a make-or-break moment: this window may determine yearly targets.
- For brands and affiliates, it’s an opportunity to capture maximised traffic and conversions.
- For shoppers, it offers investment value: it’s not just about bargains, but smart purchases, big ticket items and long-term value.
- For the economy, strong consumer spending signals healthy demand buffers despite macro challenges.
✅ Conclusion
Black Friday 2025 is shaping up to be a major milestone in holiday retail and e-commerce. With the shift towards mobile shopping, extended deal periods, higher spend per person and strong influencer-driven campaigns, the winners will be those who prepare early and execute smartly.
If you’re a retailer, brand, affiliate or shopper — treat this not as a one-day sprint, but a season-long strategy. Launch your campaigns early, optimise mobile, and tailor offers that match the new shopping behaviour of 2025.
And if you’re on the consumer side — mark your calendar, set your wishlist, stay alert for early drop-ins and be ready to click, tap or pick up your best deals this Black Friday.