Cyber Week 2025: Key Insights from Black Friday Data, Cyber Monday Data & Holiday Season Trends

Gen AI Usage Is Rising Among Cyber Week Shoppers

New Cyber Week data highlights the growing influence of Gen AI during holiday shopping. In markets such as Germany, the UK and Australia, around 45% of consumers who plan to shop during Cyber Week say they will use Gen AI - for product discovery, comparisons or gift suggestions. This indicates a structural shift in consumer decision-making during high-traffic events like Black Friday and Cyber Monday.

Median Cyber Week Discounts Stabilize at Around 19%

After several years of increasing markdowns, Cyber Week discount levels have reached a plateau. The median Cyber Week discount stabilizes around 19%, both overall and across major product categories such as electronics, apparel and computers. The data suggests retailers are maintaining consistent promotional intensity rather than escalating discounts year-over-year.

BNPL (Buy Now, Pay Later) Usage Is Lower During Cyber Week Than During the Holiday Season

Despite the growing role of BNPL in global e-commerce, studies on Black Friday and Cyber Week reveal that BNPL usage dips during Cyber Week. While the holiday season (full months of November and December) reaches 8.6% BNPL share, Cyber Week records only 7.3%. A strong driver of BNPL adoption overall: around 80% of BNPL holiday purchases are made on mobile devices.

Cyber Week Growth Falls Behind the Wider U.S. Market

Cyber Week revenue growth is increasingly underperforming compared with overall US e-commerce. While the market grows at a healthy pace, Cyber Week only shows modest gains. This signals a longer-term trend: the event is losing relevance as consumers spread their spending more evenly across the holiday season, rather than concentrating purchases on Black Friday or Cyber Monday.

Cyber Monday Outshines Black Friday

Cyber Monday is the clear leader of the Cyber Week. It accounts for 32% of total Cyber Week sales — outperforming Thanksgiving Day, Thanksgiving Weekend and Black Friday. In terms of long-term performance, Cyber Monday also shows the strongest five-year growth rate at +31%, compared with Black Friday’s slower pace. This aligns with Black Friday revenue data, which shows more moderate growth and lower contribution levels compared to Cyber Monday.

Cyber Monday Shows the Strongest Five-Year Growth Across All Cyber Week Days

New Cyber Monday data shows that Cyber Monday not only dominates the revenue share in 2025, but also leads long-term performance. Over the five-year period from 2020 to 2025, Cyber Monday grows by +31%, outpacing all other Cyber Week days. Updated Black Friday data reveals that Black Friday reaches +30%, while Thanksgiving Day grows by +25% and Thanksgiving Weekend by +20%. Taken together, the Cyber Week revenue development confirms a clear structural shift: Cyber Monday continues to gain relevance while other key days experience slower momentum.

This trend aligns with broader Cyber Monday statistics, showing strong electronics-driven baskets and higher-value purchases that increasingly concentrate on this single day. For retailers, this suggests an opportunity to prioritize Cyber Monday promotions, pricing, and inventory planning to capture the most dynamic part of Cyber Week demand.

What 2025 Cyber Week Data Reveals About Shifting Shopper Behavior and the Growing Dominance of Cyber Monday

Cyber Week 2025 highlights a clear shift in consumer behavior and event dynamics. Overall growth is slowing, discount levels are stabilizing, and BNPL is used less frequently during Cyber Week than across the broader holiday season. At the same time,Cyber Monday has become the dominant driver of both sales and long-term growth, outperforming Black Friday not only in revenue contribution but also in momentum over the past five years.

Combined with rising Gen AI adoption—reaching up to 45% of Cyber Week shoppers in key markets—this paints a picture of a maturing promotional landscape in which consumers spread purchases more evenly across November and December. For retailers, this means strategies must increasingly focus on day-level dynamics, smarter discounting, flexible payment options, and the growing role of AI-assisted shopping.