Our Methodology
This Black Friday 2025 Statistics Report is built using a multi-source, data-validated methodology designed to ensure accuracy, consistency, and transparency. Our analysis integrates publicly available spending data, platform-reported metrics, and industry-verified insights from major analytics providers. The goal is to provide journalists, researchers, and businesses with a comprehensive and reliable overview of Black Friday performance in the United States and globally.
Data Sources and Validation
Data in this report comes from leading market intelligence organizations and is cross-referenced across multiple independent sources. Key contributors include:
We incorporate both preliminary and finalized insights released by these providers throughout the Black Friday and Cyber Week period.
For U.S. online and in-store spending, we rely primarily on Adobe Analytics and Mastercard’s official year-over-year growth reports. Shopper counts and behavioral insights originate mainly from NRF’s annual Black Friday Weekend Consumer Survey. Global spending figures and mobile-commerce shares are aggregated from Salesforce, which tracks billions of shopping signals across retailers worldwide. Category-level discount data and product-specific lift metrics are derived from Criteo’s commerce network.
To ensure consistency, each figure is compared across two or more data providers whenever possible. In cases where ranges differ, we adopt the most widely cited and methodologically transparent dataset.
Data Treatment and Calculations
All year-over-year (YoY) changes, growth percentages, and historical comparisons are calculated using the latest reported values from each source. Dollar amounts are expressed in U.S. currency unless otherwise noted. When platforms report figures in local currencies, we use their own constant-currency adjustments to avoid distortion from exchange-rate variations.
Where preliminary figures exist—such as early estimates for Cyber Monday sales—we clearly label the data as projections and update the dataset as new reports are released. Benchmark tables (e.g., annual online sales, shopper counts, BNPL totals) are standardized to represent comparable periods across years.
Limitations
Some data—particularly from retailers like Amazon—is based on third-party estimates, as these companies do not publicly release complete Black Friday revenue figures. In these cases, we adopt ranges and insights validated across multiple industry watchers.
Updates
Because Black Friday and Cyber Week reporting occurs in stages, this page is updated continually as new datasets, revisions, and platform insights become available. Our methodology ensures that each update is integrated consistently while maintaining historical comparability.