Black Friday 2025 Insights Every Retail Leader Needs to Know

This Black Friday has confirmed something important for UK retail. Shoppers are still spending, they are still hunting for value and they are more engaged than ever. What has changed is when and how they shop. Peak season is becoming wider, more digital and more strategically planned. This shift creates fresh opportunities for retailers who adapt quickly and position themselves to capture the biggest wins.

online spending was up and shoppers were active!

• According to Adobe Analytics, UK online shoppers spent £3.8 billion across Black Friday and Cyber Monday, representing a 4.6 percent increase year on year.
• The top performing categories included jewellery, video games, toys, electronics, personal care items, sporting goods and apparel.
• The average discount depth reached 16.7 percent, with the most competitive reductions in computers, TVs and clothing.
• Shoppers are clearly motivated, but they are engaging with promotions on their own terms, with a stronger focus on value and timing.

early promotions are now a feature of peak season

consumers are shopping with more intention

According to the Office for National Statistics, retail sales volumes fell in October as many consumers held back purchases while waiting for Black Friday deals. This signals intention, not hesitation. Shoppers still want to buy, but they want the right deal at the right moment and right level of value.

Retailers that offered transparent pricing, personalised value and selective markdowns saw the strongest conversion rates. Consumers are rewarding clarity and credibility over generic discounting.

ai powered shopping influences behaviour

AI powered shopping tools have helped drive a surge in online spending on Black Friday. Shoppers used chatbots and price comparison assistants to analyse deals and secure discounts.

December starts with positive momentum

This active engagement through November has created a strong runway into December. Consumers are active, promotions are resonating and retailers have greater operational stability than in previous peak seasons.

key takeaways to roundup 

This Black Friday shows that consumer appetite is strong and confidence is present. The biggest shift is timing and behaviour. Peak season now unfolds across several weeks, shaped by smarter shoppers, earlier promotions and rapidly advancing AI tools. Retailers that embrace this new pattern are well positioned for continued growth during the run up to Christmas and into 2026.