Black Friday 2025: Lessons for DTC and E-Commerce Brands
H&M offers up to 60% off sitewide during Black Friday 2025. Photographed for & licensed to H&M by BILLIONMONSTERS.
Quick Facts:
AI-driven traffic to U.S. retail websites grew 805% year-over-year. (Reuters)
U.S. online Black Friday 2025 sales hit $18 billion, a ~3% year-over-year increase. (Salesforce)
Average discounts remained flat at 28% in the U.S. (Salesforce)
Several categories saw higher average selling prices due to tariffs and inflation pressures (Forbes), while shoppers became more selective and relied heavily on Buy Now Pay Later to manage higher costs.
E-Commerce Black Friday is Evolving
Shoppers outside a store on Black Friday 2025 were drawn as much by exclusive perks as by discounts, a lesson for digital-first brands.
Black Friday is evolving, and for DTC and e-commerce brands, the game is no longer only about being the cheapest. It is about standing out, creating urgency, and leveraging technology to drive conversion.
The Winners: AI and Experience-Driven Tactics
Artificial intelligence is a massive opportunity for digital-first brands. Adobe reported that AI-driven traffic grew 805% on U.S. retail sites, and shoppers coming from AI sources were 38% more likely to convert. Globally, AI agents drove $3 billion in sales.
For DTC brands, AI can:
Personalize product recommendations in real time
Guide shoppers through questions with AI-powered chat or support
Optimize email and messaging campaigns for higher conversion
Additionally, the brands that created exclusive perks or experiences such as limited-edition drops or gifts for early buyers saw stronger engagement. Even digital brands can replicate this with:
Early access sales for email subscribers
Free gifts with purchase for the first X buyers
Limited-time bundles or exclusive collaborations
The lesson is that discounting alone will not cut through the noise. Incentivize urgency and exclusivity.
The Losers: Consumers Feeling the Pinch
Black Friday 2025 highlights that consumers are cautious. Online order volume dropped 1%, average selling prices increased 7%, and units per transaction fell 2%.
Flat discounts across categories suggest that shoppers are no longer chasing the lowest price. They are looking for value, experience, and convenience. For DTC brands, this means:
Consider exclusive experiences or bundles instead of only deep discounts
Use storytelling and brand values to differentiate products
Leverage urgency tactics without eroding perceived brand value
Buy Now, Pay Later (BNPL) also drove $747.5 million in online spend, mostly via mobile. Mobile optimization and flexible financing are increasingly critical for converting today’s savvy shoppers.
Conclusion
Black Friday 2025 proves that DTC and e-commerce brands can thrive even in a cautious consumer environment, but only by combining technology, creativity, and brand-driven experiences. Deep discounts alone will not win loyalty. AI-driven personalization, exclusive perks, and mobile-first strategies will.
For DTC brands, the takeaway is clear. Stand out, provide value beyond price, and make shopping easy and engaging. That is how you turn a multi-day shopping event into measurable growth and leave competitors behind.
