Black Friday Sales a Mixed Bag, Surveys Show

Depending on who’s doing the reporting, this year’s Black Friday was either a strong start to the holiday sales season, a so-so one, or a “reinvention” of the yearly ritual. Those varying conclusions come from three separate surveys released within a day or so of the Friday that kicks off the extended Thanksgiving shopping weekend. (The overall results for the period are likely to come into clearer focus on Dec. 2, when the National Retail Federation will release its widely watched tallies for the five-day holiday period, including Cyber Monday.)

Here’s a look at the surveys whose results are in, along with an explanatory quote from experts at the firms that fielded the surveys.

• Accertify’s Black Friday data reveals a shift in consumer spending, with a surging transaction volume and shrinking purchase size. “Consumers seem to be reinventing Black Friday,” said Mark Michelon, President of the e-commerce firm. “We’re seeing shoppers spread their dollars across more transactions rather than making large single purchases. Whether that reflects economic caution, the influence of buy-now-pay-later options, or simply how mobile shopping encourages impulse buying, it represents a meaningful shift in consumer psychology.”
• U.S. retail traffic was in-line with year-to-fate trends on Black Friday, Sensormatic Solutions reports. “Traffic has been steadily picking up throughout the second half of 2025, kicking off during the back-to-school season, and this week’s strong showing hints this trend is likely to continue throughout the rest of the holiday season,” said Grant Gustafson, Head of Retail Consulting and Analytics at the digital security firm.
• Mastercard’s SpendingPulse found Black Friday retail sales up 4.1% year-over-year, reflection an uptick in momentum as the season progresses. “Consumers are showing incredible savviness this season,” said Michelle Meyer, chief economist at the Mastercard Economics Institute. “They’re navigating an uncertain environment by shopping early, leveraging promotions, and investing in wish-list items.”