Preliminary insights from Mastercard SpendingPulse put Black Friday retail sales, excluding automobiles, ahead 4.1% year over year.
According to Mastercard, Black Friday sales suggested consumers focused on comfort, connection and savvy shopping as they looked to refresh wardrobes while selling value-driven options and the convenience of online shopping.
E-commerce retail sales, sans autos, grew 10.4%, while in-store sales grew more than 1.7%, according to Mastercard. Regions where Black Friday spending was particularly strong included New England, the Midwest and the Southeast. Overall sales in New England and the Midwest got a boost from cold-weather gear spending, driven by a drop in regional temperatures. In contrast, the Southeast has shown persistent spending strength throughout 2025, Mastercard noted.
“Consumers are showing incredible savviness this season,” said Michelle Meyer, chief economist at the Mastercard Economics Institute. “They’re navigating an uncertain environment by shopping early, leveraging promotions and investing in wish-list items.”
Mastercard SpendingPulse measures in-store and online retail sales across all payment types and is not adjusted for inflation.
