Black Friday 2025 Sees Major Shifts in Consumer Spending Patterns

Shifts in Consumer Spending on Black Friday 2025

The Black Friday shopping event of 2025 has revealed a notable transformation in consumer habits, according to recent data from Accertify, a leading provider of risk assessment platforms. This year’s analysis encompasses over 52.5 million transactions, showcasing a 24% increase in transaction volume, while at the same time, the average purchase value has seen a significant drop of 17%, down to $115.46, marking the lowest average since 2021.

New Consumer Behavior Trends

Mark Michelon, president of Accertify, commented on this intriguing shift, stating, "Consumers appear to be reinventing Black Friday. We are noticing buyers spreading their spending across more transactions rather than concentrating on fewer, larger purchases. This could be driven by economic caution, the influence of ‘buy-now-pay-later’ options, or simply an effect of mobile shopping encouraging impulse buys. Either way, it's a significant change in consumer psychology." This trend is particularly evident in the retail sector, where transactions jumped by 11.4% to 27 million, even as the average spending per purchase decreased by 7%.

Retail sales for Black Friday totaled $3.73 billion, reflecting an increase of 3.6% compared to the previous year; however, the rise in total sales appears to be attributed more to volume rather than to an increase in transaction values.

Key Black Friday 2025 Statistics

Accertify processed transactions totaling $6.06 billion on Black Friday, a 3% increase from 2024, marking the company's first day breaking the $6 billion mark. Transaction volume reached 52.5 million, up from 42.3 million in 2024, with peak activity occurring at noon Central Time when the firm processed 3.27 million transactions with a value of $392 million.

Variance Across Different Industries

Other sectors displayed varied trends in spending and transactions. In the airline industry, transactions saw a 19% increase up to 2.16 million, and revenue rose by 18% to $931 million, largely maintaining average transaction values from the previous year. Meanwhile, the travel and entertainment categories saw unchanged transaction numbers; however, the overall transaction value rose by 13.5%, leading to a boost in average transaction values to $302.66.

Leveraging AI to Manage Increased Volume

This shift towards higher transaction volumes presents new challenges for merchants concerned about managing fraud risks. Clients of Accertify recorded an approval rate of 99.25%, a rise from 98.93% in 2024, largely attributed to the utilization of Accertify’s AI and machine learning models. These technologies automate risk assessments, enabling merchants to navigate a 24% rise in transaction volume successfully.

Michelon noted, "Increased transactions lead to more complexities for fraud teams. Machine learning helps merchants keep pace with changing consumer behaviors without compromising approval rates or risking fraud, all while maintaining a seamless consumer experience."

About Accertify

Accertify, Inc. is a defining player in the risk assessment domain, providing solutions for fraud prevention, chargeback management, account protection, abuse prevention, and payment gateways. Their comprehensive offerings protect e-commerce environments and assist businesses in their growth journeys by minimizing fraud-related losses, streamlining operations, and maintaining favorable customer experiences. To learn more about Accertify and their innovative approach, visit www.accertify.com.