WINNERS AND LOSERS OF BLACK FRIDAY 2025

Summary from the TLDR Marketing newsletter

US shoppers spent more on Black Friday but faced higher prices and flat discounts. E-commerce sales rose to $11.8-$18 billion, yet online order volume fell 1% as average selling prices increased 7%. AI was a major winner as traffic to retail sites from AI sources grew 805% and shoppers arriving from AI were 38% more likely to convert. Retailers offering exclusive in store perks also saw gains, while buy now pay later usage increased 8.9% and helped drive $747.5 million in spending.