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Accertify's Analysis of Black Friday 2025

In a revealing report from Accertify, Inc., the data from Black Friday 2025 starkly highlights a transformation in consumer spending patterns. This year's shopping extravaganza saw a remarkable surge in transaction volume, increasing by 24% since last year. However, fascinatingly, the average purchase price plummeted to just $115.46—recording the lowest average in four years, showcasing a notable shift in how holiday shopping is approached by consumers.

The total number of transactions skyrocketed to 52.5 million from 42.3 million the previous year, indicating consumers opted for smaller, more frequent purchases instead of making substantial single acquisitions. Mark Michelon, President of Accertify, pointed out that this trend could be attributed to various factors including heightened economic caution, the rise of buy-now-pay-later schemes, and the considerable influence of mobile shopping which encourages impulse buying.

Analyzing the Numbers

Digging deeper into the statistics, retail transactions showed an impressive increase of 11.4%, resulting in 27 million transactions. However, the average amount spent per retail transaction dropped by 7%. Despite these shifts, total retail dollars climbed to $3.73 billion, marking a 3.6% increase from 2024. Impressively, Accertify reported processing an astonishing $6.06 billion in transactions over the Black Friday period, surpassing the significant $6 billion threshold for the first time in a single day.

Peak shopping moments took place around 11 AM Central Time, where Accertify handled a striking total of 3.27 million transactions amounting to a transaction value of $392 million.

Diverse Trends Across Industries

Other market sectors displayed varied purchasing behaviors. In the airlines sector, transactions surged by 19%, resulting in 2.16 million transactions, with earnings climbing 18% to reach $931 million. Notably, the average transaction values remained stable year-over-year, indicating a strong demand for travel-related purchases.

Conversely, the travel and entertainment sectors faced a plateau in transaction volume, although total transaction dollars saw a rise of 13.5% year-over-year, pushing the average transaction value up 13.2% to $302.66. This disparity reveals unique trends within different market segments, underscoring how the overall landscape of consumer spending can vary drastically.

The Role of AI in Modern Commerce

As the surge in transaction volume poses new challenges amid rising fraud risks, AI technology has proven essential for merchants. Accertify's clients reported a median approval rate of 99.25%, up from 98.93% in 2024. Leveraging AI and machine learning models has enabled merchants to automate risk decisioning, ensuring they can handle the newly inflated transaction volume while maintaining high-security standards.

Michelon emphasized that the increase in transactions introduces complexities for fraud teams. However, machine learning provides the necessary tools for businesses to adapt to these shifts in consumer behavior without compromising either approval rates or customer experiences.

This year’s captivating Black Friday figures reveal a narrative of evolving consumer habits, amplified by economic factors and new purchasing technologies. As consumers navigate through high transaction volumes with increasing frequency, the retail landscape is likely to continue transforming, prompting businesses to adapt swiftly to these emergent trends.

Accertify, Inc. continues to position itself as a pivotal player in risk decision-making, helping businesses protect their operations while embracing the dynamic nature of digital commerce. To learn more about their offerings, visit www.accertify.com.