With more brands launching campaigns earlier and extending their offers longer, the boundaries of Black Week continue to blur. This is also reflected in the steady activity we’ve seen from the beginning of November to the end, suggesting that consumers were already in shopping mode well before the main campaign day.

Below, we are sharing some insights across markets, from an Adtraction perspective. The data used for the article comes from more than 1 700 e-commerce programs across 12 European markets.

Sales volume during Black Week

Looking at sales volume across the week, Friday remains the strongest single shopping day. However, this year the overall volume was more evenly balanced and spread across the week.

In addition, Sunday stood out as a day with high shopping activity, indicating that shoppers are stretching their purchases across the full weekend rather than focusing only on Black Friday.

While sales remain relatively stable during a normal week, Black Week typically shows around three times higher sales volume overall. 

AOV during the day

Reviewing AOV throughout the day, the numbers remain fairly consistent from morning to evening. When looking at average hourly data across Monday to Sunday, there’s a slight peak around midday, indicating that shoppers tend to make larger purchases during lunch hours.

However, even with the small lunch peak, overall spending levels remain steady throughout the day. This indicates that high-value transactions occur consistently rather than being tied to specific hours.

Across markets, one pattern is clear: Black Week campaign activity has been higher throughout the entire period. Sales volume has spread not only during Black Week, but across all of Black Month. With events like Singles Day kicking off the season earlier, shoppers are engaging sooner, and keeping that momentum going. 

Simon Gustafson, CEO of Adtraction comments: 
Black Week is no longer a single peak, but part of a longer, more fluid shopping season. For brands, this brings both opportunities and new expectations: consumers are ready earlier, they shop across more days, and continue to convert throughout November.

As we wrap up Black Week 2025, these takeaways highlight how both brands and consumers are adapting to a longer, more continuous peak season, and how November as a whole is becoming an increasingly important period for e-commerce performance.