Published: 2025 12 03

Updated: 2026-06-02

Black Week 2025: 

Data from Swedish online retailers reveals surprising shopping patterns

Who shops the most during Black Week? Where in the country are the most active buyers? And is Black Friday still the main event? Our analysis of Black Week 2025 among Viskan customers actively running Black Week campaigns reveals clear patterns that challenge expectations.

In brief:

Sales during Black Week increased by an average of 21%, and the average order value on Black Friday rose by 14% (based on data from Viskan’s e-commerce customers). Cyber Monday is now the strongest sales day of Black Week 2025, while Black Friday ranks seventh. Older consumers are shopping more than expected, women are increasing their purchases more than men, and smaller towns are seeing higher sales than major cities.

Black Week 2025 got off to a strong start among Viskan’s customers, with sales increases of 100–300% for online retailers actively running Black Week campaigns compared with the Sunday the week before. But when we dig deeper into the data across the full period, we find a few insights that go against established truths about Black Week sales in Sweden.

Is Black Friday still the most important day?

No. When we ranked the ten strongest sales days during Black Week in Sweden 2025, the result was surprising. Black Friday came seventh this year, while Cyber Monday took first place in both 2024 and 2025. The Saturday after Black Friday and the Monday during Black Week came second and third respectively, in both 2025 and 2024.

But here’s the twist: even though Black Friday did not dominate in absolute sales, it showed the highest growth rate compared with 2024. That suggests Black Friday may be making a comeback as a shopping day.

"The trend has been towards an ever-longer Black Week, almost a full Black Month. But our data clearly shows that Black Week itself still dominates sales. What is somewhat surprising is that Black Friday is not the strongest day. Online retailers therefore need to plan their resources across the whole week, not focus everything on Friday", says Kristian Iveling, CEO of Viskan.

How much did e-commerce sales increase during Black Week 2025?

Across the full Black Week period (from the Saturday before Black Week up to and including Cyber Monday), we saw average sales growth of 21% compared with the same period in 2024. Several online retailers posted exceptional growth of more than 200%.

Black Weekend (Friday to Sunday) delivered sales increases of 150–300% for many online retailers compared with the weekend two weeks earlier. Some went even higher, with impressive increases of 600–900%.

What really stands out is that average order values have increased compared with last year’s Black Friday, even after adjusting for inflation. This shows that consumers are not just shopping more, but also spending more per order during Black Week 2025.

"Consumers are spending more per purchase during Black Week 2025. Average order values are up compared with last year, even after adjusting for inflation. That gives online retailers higher revenue per order and often better profitability than many expect", says Kristian Iveling.

Black Week 2025 sales data at a glance:

• Sunday before Black Week:
  Sales increased by 100–300% among online retailers with active campaigns compared with the Sunday the week before

• Full Black Week period (Saturday before Black Week to Cyber Monday):
  Average sales growth of 21% compared with the same period in 2024

• Top result across the full period (Saturday before Black Week to Cyber Monday):
  Some online retailers posted sales growth of up to 230% compared with 2024

• Black Weekend (Friday to Sunday):
  Sales increases of 150–300% compared with two weeks earlier

• Top result during Black Weekend:
  Some online retailers reached increases of 600–900%

• Average order values:
  Up compared with Black Friday 2024, even after adjusting for inflation

• Strongest sales days:
  Cyber Monday in first place (in both 2024 and 2025), followed by the Saturday after Black Friday and the Monday during Black Week

• Black Friday growth rate:
  The day with the highest growth rate compared with 2024, despite ranking seventh in absolute sales

Which consumers shop the most during Black Week?

According to PostNord’s E-barometern Q3 2025, it is mainly younger consumers who shop more during Black Week. Our data shows something different, though. Among Viskan’s customers, the average age of buyers actually increased during Black Week compared with the rest of the year.

"This is an important insight for online retailers planning their Black Week campaigns. The data shows that older target groups are highly active during the sales period, which should influence both messaging and channel choices in marketing", says Kristian Iveling, CEO of Viskan.

Women are increasing their Black Week purchases more than men

Both men and women shop more during Black Week, but women are increasing their purchases to a significantly greater extent than men during Black Week 2025. One possible theory is that women are more likely to plan their Christmas shopping in advance and use Black Week to secure good prices.

Where in Sweden are Black Week sales highest?

Stockholm, Gothenburg and Malmö may dominate Swedish e-commerce overall, but during Black Week 2025 the picture looks a little different. Demand and sales are higher outside the three largest cities. And yes, the stereotype actually holds true: people from Småland and Borås are especially keen on a good bargain.

"The insight that sales are higher outside the major cities during Black Week is valuable for online retailers planning their marketing campaigns. The right message to the right audience in the right geographic region can make a significant difference to results", says Kristian Iveling.

The key to success: adapt by audience, geography and day

Data from Black Week 2025 shows where the biggest potential lies: older consumers are more active than expected, women are increasing their purchases more than men, and consumers outside the major cities shop more during Black Week. On top of that, Black Friday no longer dominates. Sales are spread across the whole week, with Cyber Monday as the strongest day.

For online retailers, that means success requires strategic planning across the full Black Week period, with campaigns and resources adapted to audience, geography and the days that deliver the greatest impact.

Kristian Iveling – CEO, Viskan

Kristian Iveling is CEO of Viskan and has more than 20 years of experience in e-commerce systems and strategic business development. Since taking on the role in 2019, he has led Viskan’s technical development with a focus on building efficient ecosystems that strengthen customers’ competitiveness. Kristian combines technical innovation with deep commercial understanding to drive sustainable growth, both for Viskan and for companies that choose the Viskan e-commerce platform.

Kristian’s areas of expertise include:

• Strategic business development for technology-driven companies

• Technical innovation in e-commerce
• Building e-commerce platforms for scalability and efficiency
• Leadership in technology and product development