- Average order value rose 5.8% to £121.63, with shoppers putting more into each basket.
- Pet and Equine was the standout, with average revenue per domain up 44.6% and AOV up 56.1% year on year.
- Health and Beauty grew 3.59% in Black Friday revenue, marking a return to growth.
- The steepest declines were in Home and Garden (-17.5%), Jewellery and Watches (-18.2%), and Children (-20.5%), showing where spending tightened most.
- Shoppers move between online, in-store, app, and website making it difficult for retailers to keep the experience in sync.
New analysis from Visualsoft’s Black Friday and Cyber Monday activity shows that shoppers continued to anchor their biggest purchases to the main day, even after weeks of early deals – with pets winning in 2025. The data suggests shoppers used the day to secure discounted staples, then added festive treats for pets while prices felt favourable.
The platform wide data tells a clear story of people buying more per order, being selective about where they spent, and leaning into categories that offered either essentials or small feel good purchases.
Average order value rose 5.8% to £121.63, continuing the trend of shoppers building larger baskets to hit free delivery thresholds and make savings feel meaningful.
Only two sectors saw Black Friday revenue rise year on year. Health and Beauty increased by 3.6% and Pet and Equine by 2.1%. Every other category declined. The sharpest drops were in Home and Garden (-17.5%), Jewellery and Watches (-18.2%), and Children (-20.5%). These brackets highlight how much pressure discretionary and higher ticket categories faced. Shoppers appear to be picking up items they held off buying earlier in the year, particularly premium products that feel more justified at a discount.
Across the full Black Friday weekend, performance steadied further. Average revenue per domain rose 4.4% and average orders grew 4.5%. Although weekend AOV dipped 0.14%, the higher order volumes made up for this. Retailers that offered smooth journeys, clear savings, and loyalty incentives saw a noticeable lift over the two days.
Search data across November painted a consistent picture of gift focused shopping. Nd Sportswear brand Sergio Tacchini led with more than 38,000 searches, still riding the wave of the Oasis reunion, followed by charms, Christmas terms, and jewellery related items. On Black Friday specifically, Nomination overtook Pandora for the first time, suggesting a shift in branded jewellery preferences as shoppers hunted for deals.
Search and buying behaviour also followed predictable rhythms. Mid morning and early evening spikes reflected people checking deals before work and returning later to complete purchases. This consistency shows that although early access deals shape the month, the main day still drives the most confident spending.
Jen Pollard, Senior Analyst at Visualsoft says: “The rise in AOV and the strong performance of key sectors show that customers remain willing to spend when they trust the value and know what they are getting. We’re also seeing that loyalty programmes have become an important part of this, especially for younger shoppers who expect rewards that stretch their budgets.
“Despite doom and gloom predictions, our data indicates that Black Friday is shifting rather than shrinking. Shoppers are more deliberate, more price aware, and more focused on combining purchases to get the best outcomes. Retailers who communicate clearly and make journeys simple continue to perform well, even in a more cautious climate.”
