Accertify's Black Friday Insights Highlight Changing Consumer Spending Trends

Insights from Accertify's Black Friday Data

On December 1, 2025, Accertify, Inc. released a comprehensive report detailing the consumer spending trends observed during Black Friday 2025. The data offers a fascinating glimpse into how purchasing behaviors have evolved over the years, particularly in the wake of economic fluctuations and shifting consumer preferences. With over 52.5 million transactions analyzed, the results highlight a significant 24% increase in transaction volume compared to the previous year. Interestingly, while the number of transactions soared, the average purchase amount has hit its lowest point since 2021, decreasing by 17% to a mere $115.46.

A Fundamental Shift in Spending Behavior

This shift towards making many smaller transactions rather than fewer large purchases indicates a changing mentality among consumers. Mark Michelon, President of Accertify, remarked, "Consumers seem to be reinventing Black Friday." This statement underscores the difference in how shoppers approach holiday spending now, and it opens up questions about the potential reasons for this trend. Factors such as economic uncertainty, the rise of buy-now-pay-later schemes, or the convenience of mobile shopping may all play crucial roles in influencing this behavioral change.

In retail specifically, the trend was even more pronounced. Retail transactions grew by 11.4%, amounting to 27 million, but the average purchase amount fell by 7%. Despite the 3.6% increase in total retail dollars, which amounted to $3.73 billion, it is clear that growth stemmed from the sheer volume of purchases rather than the size of individual transactions.

The Numbers Behind Black Friday 2025

Examining the overall transaction value, Accertify processed $6.06 billion in transactions on Black Friday 2025—marking a 3% uptick from 2024 and the first time the company surpassed the $6 billion threshold in a single day. Peak activity was recorded during the 11 a.m. Central Time hour, when transactions peaked at 3.27 million, resulting in a transaction value of $392 million.

Though the retail sector exhibited clear purchasing patterns, other industries portrayed varying landscapes. Airlines saw a 19% increase in transactions, reaching 2.16 million, along with a monetary rise of 18% to $931 million. However, average transaction sizes remained nearly unchanged. Contrary to this, the travel and entertainment sectors experienced stable transaction volumes, while their total dollars jumped by 13.5% year-over-year; the average transaction value in these sectors also saw a rise of 13.2% to $302.66.

Navigating Increased Transaction Volumes and Fraud Risks

The surge in transaction volumes presents new challenges to merchants, particularly when it comes to managing fraud risk. The evolution of consumer behavior necessitates a robust response from the retail sector. Accertify's clients achieved a median approval rate of 99.25%, an improvement from the 98.93% recorded in 2024. This increase underscores the efficacy of Accertify’s AI and machine learning capabilities in automating risk decisioning processes. As Michelon explained, "More transactions means more complexity for fraud teams. Machine learning is what allows merchants to keep pace with changing consumer behavior without sacrificing approval rates or degrading the consumer experience."

Conclusion: A New Era of Consumer Spending

Accertify’s Black Friday data sheds light on the continuing evolution of consumer behavior, revealing a decisive shift towards smaller, but more frequent, transactions. This evolution presents both opportunities and challenges for retailers as they adapt to these changing dynamics. The implications of such trends extend beyond holiday shopping, suggesting a broader transformation in consumer mindset as they navigate the modern retail landscape. By harnessing technology and data-driven insights, businesses can not only mitigate risks but also thrive amidst shifts in consumer habits.

For more information about Accertify and its offerings, you can visit www.accertify.com.