Market research and analytics company Circana reported retail sales results from the 2025 Black Friday week ending November 30 reveal continued caution and prioritization of spending among consumers during the holiday shopping season.
Despite early reports of record traffic and strong sales, this year’s Black Friday week posted a steeper decline than both season-to-date and year-to-date trends, with year-over-year general merchandise sales down nearly 3% in dollars and 5% in units, according to Circana.
“Retail was already fighting an uphill battle with soft results ahead of the holiday shopping season, as consumers managed budgets amid elevated prices,” said Marshal Cohen, chief retail advisor for Circana. “Price is one component, but just as important is practicality. It rules for the consumer right now, and brands must do more to help the consumer understand why they need their products in order to move up the priority list.”
