+33% Revenue in USD. Black Friday 2025 Results from the Promodo & Yespo Research

According to data from Promodo and Yespo CDP, Black Friday 2025 unfolded almost traditionally: familiar peak sales days and predictable consumer behavior. As a result, online retailers increased their revenue in USD by one-third compared to 2024. What stood out this year was the creativity — brands tried to differentiate themselves by announcing not a Black Friday, but an Orange, Pink, or even Yellow Friday.

Peak Sales Days in 2025 Were the Discount Friday and the Monday Before It

In 2025, website traffic during Black Friday week increased by 42%. As usual, the peak days were Black Friday itself and the Monday before it. Throughout the promotional week leading up to Black Friday, sales levels also showed no significant drop.

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Interestingly, just like last year, demand began forming early. However, while in previous years the increase in traffic a week before Black Friday hardly affected the number of orders, this year sales levels started growing steadily as early as November 21.

Demand on the Sunday after Black Friday was also higher than expected. This may have been influenced by the lengthy power outage in Kyiv on Saturday.

One-Third More Revenue in USD, But Only a Slight Increase in Average Order Value

Online retailers across various niches received, on average, 33% more revenue in USD compared to 2024. The number of orders during the promotional week increased by 25%, while the average order value remained almost unchanged: +7% in USD. In other words, Ukrainians shopped more frequently on Black Friday but did not spend significantly more per purchase than last year.

In terms of revenue, the strongest growth was seen in the following niches:

• Electronics (+37% in USD)
• Jewelry (+32% in USD)
• Groceries and alcohol (+30% in USD).

Pet products didn’t make it into the top three, but still increased their revenue by 25% in USD. As for advertising spend, during Black Friday week, businesses in all niches we analyzed doubled their budgets.
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Products that Were in Highest Demand

This year’s top products were almost identical to last year’s — users most frequently ordered household appliances, gadgets, and jewelry. Demand for power stations was also consistently high from the very first days of the sale.
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Interestingly, in the pet products category, cat food was the clear leader in terms of order volume — retailers sold three times more than dog food. However, when it comes to revenue, the difference was only 10%.

Brand Strength Drives Sales: Which Advertising Channels Generated the Most Orders

In terms of traffic, Paid Traffic was the most effective at attracting users. In terms of revenue, this channel also remained the most effective, although its share decreased, while the Direct channel grew. This confirms that Ukrainians’ loyalty and willingness to buy directly depend on brand strength.
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Almost one-fifth of total Black Friday revenue was generated by the retention channel (email, Viber, App Inbox, Web Push, etc.).

On the day of the sale, 121 million promotional messages were sent — one-third more than last year. Competition for users’ attention is intensifying.
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The biggest growth was seen in App Inbox and Telegram bot messages. One in every ten messages sent throughout November was delivered on Black Friday itself — three times more than on a typical day.

The share of purchases made via smartphones in November increased from 75% to 78% compared to last year. However, on peak demand days, it temporarily decreased. On weekends, by contrast, the share rose to its highest levels.
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Starting Saturday, smartphones and tablets became the main sources of purchases. It’s likely that on Friday people shopped more from work computers, while on the weekend they used their mobile devices.

This Black Friday, Ukrainians received a large number of emails, so they opened them less frequently. The highest number of opens was on Saturday, but clicks on links were lower. Peak click-throughs from emails occurred on Cyber Monday. Meanwhile, Viber communication performed best on Black Friday itself.

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