U.S. Black Friday Sales Climb +4.1% from last year as e‑commerce surges

U.S. Black Friday shoppers pushed retail sales higher this year, blending deal-hunting with experience-driven spending and a growing shift online. According to preliminary Mastercard SpendingPulse insights, **U.S. retail sales excluding autos were up +4.1% on Black Friday, November 28, 2025, compared with Black Friday 2024, as consumers navigated promotions with notable savviness.

Apparel Leads as Shoppers Refresh Wardrobes

This year’s Black Friday story is one of comfort, connection, and practical indulgence, with shoppers preparing for gatherings while keeping an eye on value. Apparel spending proved especially strong, with overall apparel sales climbing +5.7% — including +6.1% online and +5.4% in-store, helped by chilly weather and aggressive fashion promotions. Jewelry also delivered growth, with sales up around +2.75% and online jewelry spending rising +4.2%, as shoppers chose “gifts that shine” for the holidays.

Michelle Meyer, chief economist at the Mastercard Economics Institute, said, “Consumers are showing incredible savviness this season. They’re…