By Ellie-Rose Davies, Content Executive at IMRG And breatheBlack Friday 2025 is officially over, and we have lots of data and insight to help you reflect on performance. Inside this blog you will find:

• 8-Day Black Friday week YoY revenue trends
• Campaign start time insights
• Key stats and AI usage
• Channel-level performance trends across BFCM
• Approaches to promotions and profitability
• Post-purchase trends: Customer behaviour, delivery timeframes, cross-border trends, and returns

8-Day Black Friday week YoY revenue trends

Source: IMRG's Online Retail Index, Black Friday Tracker 2025

Across the 8-day Black Friday week (Mon 24^th Nov-Mon 1^st Dec), total market revenue was down -1.2% Year-on-Year (see the first green bar on the chart above) according to IMRG data. Black Friday itself was up +1.3% YoY, but the standout performer was Tuesday which was up +4.4% YoY. Interestingly, Cyber Monday was down -3.2% YoY; last year Cyber Monday was flat and in 2023 it performed exceptionally well (+5.6% YoY). Unsurprisingly to us, given that we have reported growth almost consistently for this category this year, Health & Beauty was the top performer during the 8-day Black Friday week. These retailers were up +8.9% YoY, and experienced an uptick of +12% YoY on Black Friday itself. Sports & Outdoors also saw strong performance, at +6.4% YoY. This online product category has also seen the highest YTD performance, at +13%. Negative news for clothing retailers who saw a decline of -7.3% YoY during Black Friday week, and -5.2% YoY on Black Friday itself. Of the largest 10 clothing retailers in our panel, 7 of them experienced declines on Black Friday. Electrical retailers saw a decline of -4 YoY during Black Friday. Remarkably, 62% of

Campaign start time insights

Source: IMRG's Black Friday Tracker 2025

From our panel of 278 retailers, we have noted that each year more and more retailers have a live Black Friday campaign running on the 1^st working day of November. From 12 retailers in 2021, to 41 in 2023, and 58 and 2025. 60% of retailers launched their campaign earlier this year compared to 2024, only 4% kept their campaign the same, and 36% went later. What is interesting is that while retailers started earlier, most also ran their campaigns for longer (50%).