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Black Friday is just around the corner, marking an important date for the year-end business in retail. With November and December being the strongest sales months, Black Friday acts as a crucial catalyst. The insights come from the fourth edition of the DHL eCommerce Trends Report: Shopper Edit, which surveyed 24,000 online shoppers across 24 global markets, and the newly released Business Edit, which gathered responses from 4,050 companies in 19 countries. They highlight the relevance of the sales event: 84% of online retailers plan to participate in Black Friday 2025.
(Bonn) However, trust in the offers surrounding the shopping event seems to be waning. While 69% of retailers believe that customers trust their offers, only 50% of buyers indicate that they fully or mostly trust Black Friday deals. The generational comparison paints a clear picture: 56% of Gen Z trust the prices of retailers, compared to only 38% of Baby Boomers.
Small businesses are less optimistic
Generation Z not only leads in trust but also in purchase intent: 81% plan to buy more during the shopping event, compared to 64% of Baby Boomers. Notably, 56% of retailers report selling more during Black Friday than in other periods, and 60% recorded higher sales on that day in 2024 than in 2023, with large companies leading the way with 69% growth. Sole proprietors and micro-enterprises appear the least optimistic this year regarding Black Friday, expecting more modest results, with only 48% anticipating an increase in sales and only 57% believing that buyers trust their offers and prices.
Customer reviews influence buyers
On the buyer side, three out of four shoppers buy more or the same during Black Friday, primarily motivated by discounts and savings (71%), access to exclusive deals (49%), and time-limited offers (44%). Genuine reviews influence their decisions: 64% of Black Friday shoppers are swayed by customer reviews on social media. Flexible payment options and trending products on social media attract these buyers. Their eagerness to shop for deals extends beyond Black Friday: 53% indicate they shop more when they receive a good deal or discount code from a retailer. They are also not hesitant to seek offers abroad: 62% report shopping with retailers outside their home country. The delivery offer seems to seal the deal – 82% of Black Friday shoppers would abandon their purchase if their preferred delivery option is not offered at the digital checkout. Additionally, crucial for many: free delivery.
Pablo Ciano, CEO of DHL eCommerce: “Black Friday is no longer just about discounts, but about trust and experience. Retailers must focus on transparency, authenticity, and seamless delivery options to win customer loyalty. At DHL eCommerce, we see technology and trust as the twin engines of growth, and we are committed to helping businesses leverage these to succeed – not just during Black Friday, but in the long-term trust economy.”
Strategic growth engine in the B2B sector
For B2B online retailers, Black Friday is a strategic lever to acquire new customers and re-engage existing ones through timely, limited-time offers. In 2025, 85% of B2B sellers plan to participate, underscoring the growing influence of Black Friday on business purchasing cycles. 63% of B2B retailers reported higher Black Friday sales in the previous year, and nearly half (48%) exceeded their usual sales during this period.
It’s a billion-dollar business, and brands that prioritize clear pricing, honest promotions, and offer buyers the desired delivery options can expect significant gains – not just on Black Friday or Cyber Monday, but in the long-term trust economy.
Download the report here
Photos: © DHL
