You can be forgiven for thinking a phenomenon named Black Friday would be confined to one day. But in 2025, Black Friday is an entire season, a state of mind, a cultural inflection point. From a day to a weekend to Cyber week to Black November, it’s spilling out uncontrollably. And brands and consumers can barely keep up.
This new era of shopping comes with new rules of engagement. Think going in-store or a simple Google search is the way consumers will find your product? Wrong. Think discounts alone are enough to get them through the checkout? Wrong again.
From AI becoming the new search engine and hyper-personalisation giving shoppers what they want before they know they want it, to deal fatigue and scam skepticism, retail experiences are mutating as aggressively as Black Friday is expanding.
The old ways won’t cut it. But don’t worry – we’ve got the guide on what will.
We spoke with 200 real consumers across the UK and US ahead of the busiest shopping season of the year to get the top 13 trends and behaviours that will define Black Friday 2025. Download the report now for everything you need to know…
