Black Friday 2025, highly favored by senior citizens

This Black Friday edition of the barometer survey reveals the growing interest among seniors (people aged 55 or more) in finding good deals just a few weeks before the start of the holiday season with a 3% increase in their spending compared to Black Week 2024. The study focused on ten key sectors: ready-to-wear clothing (including fast fashion and sports equipment), footwear, jewelry and watches, DIY and home improvement, electronics and household appliances, non-food discount stores, tourism (airlines, travel agencies, and hotels), beauty and cosmetics, video games and, finally, marketplaces.  

The promotions begin… in early November

In 2025, in the two weeks leading up to Black Friday, two out of three consumers were attracted by promotional offers, a figure that remained stable compared to 2024. Spending increased by 2% for an average basket of €58, with notable increases in the following sectors: beauty (+9%), online marketplaces (+7%), and travel (+5%). Ready-to-wear clothing saw a 3% decline in spending.

2/3 The proportion of consumers attracted by promotions in early November.

Black Friday week

During Black Week 2025, two out of five consumers took advantage of promotions, a figure similar to the one observed last year. After an increase in purchases in 2024 (+13% in transactions), 2025 held steady with a stable number of purchases. The average basket value was €62 (-€1 vs. 2024), varying between €54 in brick-and-mortar stores and €76 online. More than one in four purchases made during this week were concluded on Friday, November 28, 2025, the official Black Friday (repeating the same trend as in 2023 and 2024). The best-performing sectors are sports equipment (+6%), travel agencies (+4%), and beauty products (+3%).

E-commerce: success during Black Week

Nearly one euro out of two (47%) was spent in digital stores during Black Friday week compared to 29% during the rest of the year. Online spending increased more particularly in electronics and household appliances (+8%), sports equipment (+9%) and beauty products (+8%). Online ready-to-wear clothing, however, fell by 14%.

47% The proportion of the total amount spent in online stores during Black Week.

Brick-and-mortar stores: stable results

In-store spending remained stable compared to 2024, with increases in video games (+6%), shoes (+6%), fast fashion (+6%), and sports equipment (+4%). In contrast, jewelry and watches (-7%) and electronics (-5%) performed less well.

€62 is the average basket size during Black Week, with €54 spent in physical stores vs. €76 online.

Consumers over the age of 55 are spending more during Black Week while spending by younger consumers is declining

Consumers over the age 55 are increasingly embracing Black Friday (catch-up effect) and spent 3% more in 2025 compared to 2024, with an average spend of €151, a third of which went on purchases from online stores. Conversely, spending by people under the age of 35 fell by 8% with an average total of €138, with more than half of this spending made online.