Black Friday sets new record, cementing itself as an ecommerce sales day in 2025

Black Friday ecommerce sales have increased 30.7% in 2025 versus 2020, as consumers have largely shifted spending online since the pandemic.

  • By 6:30 p.m. EST on Black Friday, U.S. consumers spent a combined $8.6 billion online.
  • Shoppers using generative AI platforms were 38% more likely to complete sales than those who didn’t use those platforms.
  • Buy now, pay later (BNPL) usage drove $747.5 million in ecommerce spending, or about 6.3% of all digital sales on Black Friday.

Black Friday record cements it as an ecommerce sales day in 2025

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