Black Friday 2025: Why sales are declining and how e-commerce Comerciantes can still benefit
Black Friday remains one of the most important revenue drivers for Swiss online shops. However, a look at the Payrexx payment data shows: While revenue rises significantly compared to the previous week, total revenue on Black Friday is lower year-on-year. What does this mean for e-commerce, and how can these insights be used by online Comerciantes?
Melanie
Frutiger
On Black Friday 2025, sales rose by an average of 94% compared with the Friday of the previous week. This shows that the promotional day continues to generate a great deal of attention and encourages buying. However, compared with the previous year, a decline in total revenue on Black Friday can be observed. Compared with the previous year, revenue falls by just under 22%, and less online shopping takes place on this day.
A closer look at the figures and the e-commerce trend provides some explanations:
Revenue is spread across the whole Black Week
More and more retailers are launching promotions days before the official Black Friday. Customers shop across the week, which reduces the sales peak on Friday, while total weekly revenue has nevertheless risen by almost 10% compared with 2024.Price comparisons and targeted shopping
Black Friday is no longer a new phenomenon. Many buyers expect the promotion, compare prices early and spread their purchases across the whole Black Week or several events (Cyber Monday, Singles Day).More cautious buying behaviour
Given economic uncertainty or higher living costs, customers consider their purchases more carefully and impulse buys decline slightly.
Learnings for e-commerce retailers
Make use of the whole week: Early offers and a “Black Week” strategy help distribute revenue more evenly.
Target customers specifically: Personalised offers, discounts for existing customers or exclusive early-bird deals can increase conversion.
Communicate across all channels: Share offers via email, social media and the website to keep attention throughout the week.
Conclusion
Even if the daily peak revenue in 2025 is slightly lower than in 2024, Black Friday remains a strong revenue driver. Anyone who plans the promotion strategically over the entire week can increase total revenue despite declining peaks and retain customers in the long term.
Not selling online at all yet?
Create a free Payrexx account now and get started straight away with your own shop or payment tool. That way, you'll be well prepared for the next Black Week.
