Exclusive data · Black Friday 2025 benchmarks
Black Friday 2025 Benchmarks, from private GA4 accounts
These numbers aren’t in any other benchmark report. They come from the 63 Google Analytics accounts our team manages, published as medians: what BFCM 2025 did to revenue, conversion rate, order value, channels, and advertising, measured against each store’s own normal week.
By Gary Spagnoli, Founder. Pulled from GA4 on November 3, 2026. 2026 results added in early December.
136
GA4 properties we can read
63
Google Analytics accounts
Medians
only. Never one store’s number
0
client names published
The numbers
BFCM 2025 vs the same four days in a normal week
Friday Nov 28 through Monday Dec 1, 2025, compared with the same Friday-to-Monday in three normal weeks before the sale. Each number is the median store.
Revenue vs a normal Fri–Mon
+27%
The median store, BFCM 2025 vs the same four days in normal weeks
Sessions vs a normal Fri–Mon
+15%
Traffic rose less than revenue: buyers, not browsers
Conversion rate
1.2%
vs 1.0% on the same days in normal weeks (+18%)
Average order value
$149
vs $185 in normal weeks: −20%
Purchases on mobile
62%
Adobe, whole 2025 US season: 56.4%
Purchases with a coupon recorded in GA4
0%
The median store recorded no coupon on a BFCM purchase
The season, day by day
The sale beat a normal week. The week before paid for it.
Daily revenue for the median store, set against a normal week on the same weekday. Teal is the 2025 season. The dashed line is that normal week.
+27%
Black Friday through Cyber Monday vs the same four days in a normal week. Cyber Monday ran 2.0× a normal Monday.
−23%
The week before, Thanksgiving included. Shoppers waited: the weekend before brought about half a normal weekend’s revenue.
−9%
The two weeks after. Counting the week before and after, about half the stores finished ahead of a normal stretch and half behind.
Top and bottom 25%
Where the middle half of stores landed
Percent change, Black Friday through Cyber Monday versus a normal Friday-to-Monday. Bottom 25%, median, and top 25%.
| Metric | Bottom 25% | Median | Top 25% |
|---|---|---|---|
| Revenue vs a normal Fri–Mon | −5% | +27% | +57% |
| Sessions vs a normal Fri–Mon | +14% | +15% | +21% |
| BFCM conversion rate | 1.1% | 1.2% | 1.5% |
| Conversion rate vs normal weeks | −28% | +18% | +44% |
| BFCM average order value | $120 | $149 | $187 |
| Order value vs normal weeks | −22% | −20% | −7% |
| Email share of BFCM revenue | 8% | 10% | 12% |
| Revenue landing as Direct or Unassigned | 21% | 14% | 10% |
| Purchases with a coupon recorded | 0% | 0% | 8% |
How do you compare?
Put your Black Friday next to these stores
Enter your revenue, orders and sessions for Black Friday through Cyber Monday 2025, and for one normal Friday-to-Monday before it (from GA4: Reports → Monetization → Overview). We’ll show where you land. Nothing you type leaves your browser.
Want it done for you? Connect GA4 in the Black Friday plan and we replay last year automatically.
The four days
Friday and Monday did the work. The weekend was normal.
Each pair is the median store: the pale bar is a normal version of that weekday, the solid bar is the day itself. Saturday and Sunday landed on the normal line. The lift was the Friday and the Monday.
Share of the four days
Channels and advertising
Paid search carried the weekend. Email had the biggest lift.
Median share of BFCM revenue by GA4 channel, and how that channel’s revenue changed against a normal Friday-to-Monday.
Revenue change by channel, BFCM 2025 vs a normal Fri–Mon
| Channel | Share of BFCM revenue | vs a normal Fri–Mon |
|---|---|---|
| Paid SearchAds | 25.5% | +32% |
| Organic Search | 20.7% | +37% |
| Direct | 11.4% | -15% |
| 10% | +357% | |
| Referral | 5% | +163% |
| Cross-network (PMax)Ads | 4.7% | n/a |
Ads lifted the weekend
Paid search alone was a quarter of BFCM revenue in the median store, and grew 32% over a normal weekend. Add Performance Max and ads were close to a third.
Email grew 4.6×
Email revenue was +357% against a normal Friday-to-Monday, the biggest lift of any channel. Untagged email lands as Direct, so the real lift is at least this large.
Mobile vs desktop
Mobile had the orders. Desktop had the conversion rate.
62% of BFCM purchases happened on a phone in the median store, above Adobe’s 56.4% for the whole US season. Desktop still converted better. Tablet orders were the largest.
Share of BFCM purchases, median store.
What GA4 missed
The median store could not see which code worked.
Benchmark reports assume the tracking is complete. In the accounts we manage, it often wasn’t. These two gaps are the ones a store can fix before Friday.
0%
of purchases had a coupon recorded
14%
of revenue had no channel
By industry
How deep discounts ran, by category
Peak discount off listed price during the 2025 US holiday season, from Adobe Analytics. Deeper discounts lined up with what our stores showed: more orders, smaller order values.
Shopify vs Magento
A $149 order, against Shopify’s $115 cart
Shopify merchants averaged a $114.70 cart over BFCM 2025. The median order in our accounts was $149. These stores run on Shopify, Magento, and other platforms. The difference that showed up in the data was tracking: tagged links, a recorded coupon, and a purchase event that fires once.
What it means for your sale
Five things to plan around
- 1
Judge the sale against your own normal week, not the headlines.
Shopify grew 27% and Adobe 9%. That describes the market. Against its own normal week, the median store was up 27% over the four days and down 23% the week before. Platform totals can’t tell you which of those happened to you.
- 2
Expect smaller orders, not bigger ones.
Median order value fell 20% against normal weeks while conversion rose 18%. Discounts pull in more orders at lower values. If the goal is margin, watch what the discount does to order value.
- 3
Paid search carried the weekend; email had the biggest lift.
Paid search was the largest revenue channel (a median 25.5% share) and grew 32% over a normal Fri–Mon. Email revenue was 4.6× a normal weekend. If ads and email are not tagged, that revenue lands as Direct — and you cannot tell which worked.
- 4
Friday and Monday did the work. The weekend was a normal weekend.
Black Friday was 1.8× a normal Friday and Cyber Monday was 2.0× a normal Monday. Saturday and Sunday landed on the normal line. Keep budgets and staffing through Monday, and don’t read a quiet Saturday as a failed sale.
- 5
Most stores could not see which codes worked.
In at least half the stores, GA4 recorded no coupon on a single BFCM purchase. Check the coupon parameter in a test order before Friday.
Official industry data
From Shopify, Adobe, Google and Meta
Shopify
$14.6B in global BFCM 2025 sales by Shopify merchants, up 27% (24% in constant currency). Average cart: $114.70. Hottest categories: cosmetics, clothing tops and pants, activewear, fitness and nutrition.
Shopify, Dec 2, 2025 →Adobe
$11.8B in US online spending on Black Friday 2025, up 9.1%. Cyber Monday: $14.25B, up 7.1%, the biggest online day of the year. Cyber Week: $44.2B, up 7.7%.
Adobe Analytics, Dec 2, 2025 →Adobe
56.4% of online transactions in the 2025 holiday season happened on a smartphone. Traffic to retail sites from generative AI tools rose 693%.
Adobe Analytics, Jan 7, 2026 →2 in 3 US holiday shoppers say they will confirm online that an item is in stock before going to buy it.
Google (Ipsos for Google), Sep 2025 →Meta
79% of shoppers who discovered products on Meta’s platforms say they ultimately purchased them; 58% say Meta is likely to influence their purchase decisions.
Meta, Nov 27, 2025 →Why this report is different
Most Black Friday benchmarks come from one vendor’s customers
That’s useful, and it answers a different question. Ours comes from the measurement side: GA4 accounts we manage, across platforms, compared with each store’s own normal week.
| Typical benchmark report | This report | |
|---|---|---|
| Where the data comes from | One vendor’s own customer base (an email, personalization or analytics platform) | Private GA4 accounts we manage across platforms, not tied to one vendor |
| What “up” is measured against | Last year’s Black Friday | Each store’s own normal week, same weekday |
| Attribution | What the vendor’s platform credits to itself | GA4 as recorded, including what landed as Direct or untracked |
| Privacy | Pooled totals, often dominated by the largest brands | Medians only. No client name or single store’s number, ever |
| Tracking quality | Assumed | Reported: coupons recorded, untracked revenue, gaps |
| Comparing your own store | Join a group or connect your accounts first | Enter six numbers. Nothing leaves your browser. |
How we measured
Method and limits
- We can read 136 GA4 properties across 63 Google Analytics accounts. The benchmarks include every ecommerce store among them, from small to enterprise, with at least 20 purchases recorded in GA4 over BFCM 2025. Lead-generation properties that record leads as “purchases” are excluded.
- Each number is the median store. We publish medians, never a pooled total a single large store would dominate, and never a client’s name or one store’s result.
- BFCM 2025 is Friday Nov 28 through Monday Dec 1. A normal week is Oct 31 through Nov 20, 2025. Four-day numbers use the same Friday-to-Monday. The daily chart uses the same weekday. The week right before the sale stays out of the baseline, because shoppers wait.
- The comparison is each store’s own normal week. Checked against October, which was not used to draw the line: within 2%. Holiday shopping still sits in the season, so the gap is lift against a normal week.
- These are GA4 numbers as recorded: purchases, revenue and channels as each store’s tracking reported them. If coupons or campaign links were not tracked, they do not show up. That is part of the finding.
- Our accounts are the stores we manage, not a random sample of US retail. Use these numbers next to the official industry data, not as a forecast.
FAQ
Black Friday benchmark questions
What is a good conversion rate for Black Friday?
In our 2025 data the median store converted 1.2% of sessions over Black Friday to Cyber Monday, up from 1.0% on the same days in normal weeks. Desktop converted better (1.8%) than mobile (1.3%). Compare your store to its own normal week first: an 18% lift was typical.
Does average order value go up on Black Friday?
Not in our data. The median store’s order value fell 20% against normal weeks ($149 vs $185), even though revenue rose 27%. Shopify reported an average cart of $114.70 across its merchants over BFCM 2025.
Is Black Friday or Cyber Monday bigger?
In our stores, Cyber Monday was 2.0× a normal Monday and Black Friday was 1.8× a normal Friday. Saturday and Sunday were a normal weekend. Adobe reported Cyber Monday ($14.25B) ahead of Black Friday ($11.8B) for US online spend in 2025. In our stores, Cyber Monday was 35% of the four-day revenue and Black Friday 30%.
How much should revenue increase on Black Friday weekend?
The median store in our data took 27% more revenue over Friday to Monday than on the same four days in a normal week. The range was wide, which is why we recommend setting your own baseline before the sale.
How do I benchmark my own store?
Pick three normal weeks before the sale (skip the week right before, when shoppers wait), record revenue, orders and sessions for the same days, and compare. Our free Black Friday plan sets those dates for your sale and builds your tracking links.
Set your own baseline before Friday
Get a free measurement plan for your store: tracking links for every channel, a code per channel, a 5-minute test order, and the normal weeks your sale will be judged against.