Black Week 2025 shattered records as U.S. e-commerce brands saw 36% more orders, rising AOVs, and a growing dependence on one high-stakes shopping week.
Black Week 2025 delivered a major jolt to U.S. e-commerce. New data from Omnisend shows that the Monday-through-Sunday stretch around Black Friday generated 36% more orders on average compared to 2024, underscoring the week’s fast-growing dominance in the retail calendar.
The concentration of sales is becoming striking.
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16.6% of brands received at least 30% of their annual orders during Black Week.
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31% generated 15% or more of their yearly volume in the same period.
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Nearly 10% pulled in half or more of their annual orders in just seven days.
Average order value also surged, climbing from $164 in 2024 to $215 in 2025—a roughly one-third increase.
The implications are clear: a growing number of e-commerce brands now rely on a single week to generate a significant portion of their annual revenue.
“Shoppers are waiting for deals they feel are worth it, and brands are pushing more of their offers into this week because costs are rising,” said Marty Bauer, E-commerce Expert at Omnisend. “Tariffs and other expenses have eaten into margins, and month-long promotions just aren’t doable for some brands. That’s a big reason Black Week carries so much weight this year.”
Also Read: How to Win Holiday Sales Without Losing Public Trust
Shoppers Spent More to Save More
Omnisend’s consumer survey, conducted ahead of the season, found that American shoppers planned to add nearly $20 billion in extra spend across Black Friday and Cyber Monday compared to last year.
The early sales numbers validated that intention: Black Friday AOV jumped 30%, matching the overall seasonal lift, as shoppers consolidated purchases into fewer, larger baskets.
“People are being more careful with their money,” Bauer said. “When they find a week where prices drop across the board, they make it count. Instead of buying things one at a time, they’re putting more into each order to save on both price and shipping. It’s a practical response to higher living costs.”
