Black Friday may look a little different these days. Fewer carts and crowds, more clicks and convenience. But one thing hasn’t changed: shoppers are ready to spend.
According to Salsify’s 2025 Holiday Pulse Report, this year’s Black Friday is shaping up to be one of the biggest yet, with 73% of shoppers planning to hunt for deals. The twist? Most of that action is happening online and on mobile, not in-store.
Let’s break down what’s driving this year’s trends and how brands can make the most of it.
Black Friday Has Gone Digital (and It’s Not Coming Back)
Gone are the days of overnight campouts and doorbuster chaos. Today’s shoppers are clicking, not queuing, and loving it.
Salsify found that 38% of consumers plan to shop online exclusively this Black Friday, while another 24% will blend in-store and online. Only 11% say they’ll shop in physical stores only.
That means your product pages, online deals, and digital storytelling have to do the heavy lifting. If your ecommerce experience isn’t seamless and shoppable by November, you’re already behind.
Millennials and Gen Z Are Setting the Tone
The next generation of spenders is steering this ship. Nearly half of Millennials (46%) and 41% of Gen Zers plan to shop online for Black Friday deals this year. These shoppers value speed, convenience, and authenticity and expect your brand to show up where they are: on their phones.
And don’t sleep on Cyber Monday either. 61% of shoppers say they’ll be participating, led again by Millennials (74%) and Gen Z (72%).
Pro tip: Plan a connected strategy that ties your Black Friday and Cyber Monday campaigns together, keeping the buzz going all weekend long.
The Real Shopping Cart Is in Your Pocket
More than half of consumers now prefer to shop from their smartphones. About 69% browse through marketplace apps like Amazon, 45% use retailer apps like Target or Best Buy, and 26% shop directly in their mobile browsers.
Shoppers are scrolling while streaming, shopping between tasks, and making quick purchase decisions. Salsify calls this “ambient shopping,” and it’s becoming the new norm.
If your website or social content isn’t mobile-first—optimized for speed, readability, and one-click checkout—you’re missing out on the moment when shoppers are most ready to buy.
Personalization and AI Are the New Loyalty Programs
Half of shoppers say AI tools and personalized gift guides make their shopping experience better. From tailored recommendations to AI chatbots that help answer quick questions, consumers are craving faster and smarter experiences.
For brands, it’s time to embrace AI-driven personalization as a way to build real connection.
Imagine delivering a holiday gift guide based on what your customer viewed last week, or sending a personalized discount right when they’re browsing your site. That’s the future of holiday marketing, and it’s already here.
Deals Matter, But Values Matter More
This year’s shopper isn’t just buying products; they’re buying principles. 61% say they’d pay more for gifts from brands that align with their values, and that number jumps to 75% among Gen Z.
Whether it’s sustainability, philanthropy, or ethical sourcing, your brand story is part of the shopping experience. Consumers want to know what you stand for before they hit “add to cart.”
The Bottom Line
Black Friday 2025 will be defined by digital deals, mobile moments, and meaningful marketing.
The brands that win this year will be those that:
- Start planning early
- Build personalized, AI-enhanced campaigns
- Design for mobile-first shopping journeys
- Lead with authenticity and shared values
At Lydon Advertising, we help brands transform these trends into results—from personalized holiday campaigns to mobile-optimized digital storytelling that converts.
Because this Black Friday, it’s not about shouting the loudest. It’s about showing up smarter.
Contact us to plan your last-minute Black Friday strategy!
