Black Friday 2025: U.S. Retail Sales Climb Amid a Surge in Online Shopping and Savvy Consumer Behavior
As the holiday season kicked into high gear, consumers across the United States scoured for big deals and promotions, with e-commerce sales soaring by an impressive +10.4% compared to Black Friday 2024. According to preliminary insights from Mastercard SpendingPulse™, U.S. retail sales excluding autos grew by +4.1% on Black Friday, November 28, compared to the same day last year. Mastercard SpendingPulse tracks both in-store and online retail sales, encompassing all payment types, and does not adjust for inflation.
This year’s Black Friday painted a vivid picture of comfort, connection, and strategic shopping as Americans prepared for meaningful moments with family and friends. Apparel emerged as a standout category, with strong growth both online and in-store, reflecting shoppers’ desire to refresh wardrobes while embracing value-driven choices and convenience.
“Consumers are demonstrating remarkable savvy this season,” said Michelle Meyer, Chief Economist at the Mastercard Economics Institute. “They’re navigating an uncertain economic environment by shopping early, taking advantage of promotions, and investing in wish-list items that bring joy during the holidays.”
A Closer Look at Spending Trends
Compared to Black Friday 2024, spending trends revealed several key highlights:
Bundled-Up Style and Sparkle
Apparel sales climbed by +5.7% overall, with online purchases growing by +6.1% and in-store transactions rising by +5.4%. The combination of chilly weather and attractive seasonal discounts encouraged shoppers to stock up on cold-weather essentials and fashionable pieces. Jewelry also saw a notable increase of +2.75%, driven by online growth of +4.2%, as consumers sought out sparkling gifts for loved ones.
Sleighing Online Shopping
E-commerce sales, excluding autos, surged by +10.4%, underscoring the growing importance of speed and convenience in modern shopping habits. While in-store sales experienced more modest growth of +1.7%, brick-and-mortar stores remain vital for providing tactile experiences and fostering connections with brands. This blend of digital and physical shopping reflects how consumers are balancing practicality with tradition.
Festive Feasts
Dining out became a cherished part of the holiday ritual, with restaurant sales increasing by +4.5%. This trend highlights consumers’ continued appetite for experiences, even amid economic uncertainty. Whether hosting gatherings at home or enjoying meals out, families and friends prioritized creating memorable moments together.
Across the Map
Regional spending patterns varied, with certain parts of the country outperforming others. New England, the Midwest, and the Southeast showed particular strength. In New England and the Midwest, apparel sales received a boost thanks to colder temperatures driving demand for winter gear. Meanwhile, the Southeast demonstrated consistent resilience throughout the year, reinforcing its status as a robust retail market.
Technology Transforms Holiday Shopping
In line with Mastercard’s 2030 commitment to advancing inclusive, secure, and frictionless commerce, this year’s surge in online shopping illustrates how technology is reshaping consumer behavior. Shoppers enjoyed seamless checkout experiences across devices—from smartphones to connected home assistants—making holiday shopping faster, safer, and more intuitive than ever before.
However, the rise in online activity has also brought increased risks. Mastercard research reveals that 72% of consumers shop on unfamiliar websites, despite one in four claiming they avoid such sites. Common warning signs include prices that seem too good to be true (52%), poor spelling or grammar (48%), and requests for unnecessary personal information (49%). Alarmingly, nearly 1 in 5 shoppers reported receiving items that never arrived, while 16% encountered counterfeit goods in previous seasons.
To combat these challenges, Mastercard encourages consumers to shop smart by sticking to trusted retailers and using secure payment methods. If suspicious activity arises or a scam is suspected, shoppers should report it immediately to their bank or card provider. These precautions, coupled with Mastercard’s advanced fraud prevention tools, help ensure that holiday shopping remains joyful and safe.
A Season of Value and Connection
This year’s Black Friday was about more than just discounted prices—it was a celebration of values, practicality, and human connection. From bundling up in stylish winter wear to gifting sparkling jewelry, consumers found ways to express love and gratitude while staying mindful of their budgets. The dual growth in online and in-store sales underscores the evolving nature of retail, where convenience meets tradition and innovation blends seamlessly with experience.
As the holiday momentum builds, retailers and consumers alike can look forward to a season filled with warmth, generosity, and shared moments. With Mastercard’s commitment to secure and seamless commerce, shoppers can focus on what truly matters—celebrating the spirit of the holidays with family, friends, and loved ones.
About Mastercard SpendingPulse
Mastercard SpendingPulse measures national retail sales based on aggregated and anonymized Mastercard insights, representing all payment types in select markets around the world.
Mastercard SpendingPulse defines “U.S. retail sales” as sales at retailers and food services merchants of all sizes. Sales activity within most of the services sector (for example, travel services such as airlines and lodging) are not included in the total retail sales figure. SpendingPulse insights are not indicative of Mastercard company performance; insights and forecast are subject to change.
