Black Friday 2025 saw a striking shift in consumer behavior, with shoppers conducting significantly more transactions while spending less per purchase, according to data released by Accertify, a risk decision platform that helps businesses with fraud prevention, chargeback management and related issues.
In its analysis of Black Friday transactions, Accertify determined online shopping volume, including those for retail and services such as travel and entertainment, surged 24% year-over-year, but average transaction value fell 17% to $115.46, the lowest level since 2021.
At retail, Accertify pointed out, transactions grew 11.4%, while the average purchase amount dropped 7%. Driven by volume, total retail dollars reached $3.73 billion, up 3.6%, the company maintained.
The data indicated a significant change in how consumers approached holiday shopping occurred, Accertify added, with more frequent, smaller purchases made and less focus on big-ticket items.
“Consumers seem to be reinventing Black Friday,” said Mark Michelon, Accertify president. “We’re seeing shoppers spread their dollars across more transactions rather than making large single purchases. Whether that reflects economic caution, the influence of buy-now-pay-later options, or simply how mobile shopping encourages impulse buying, it represents a meaningful shift in consumer psychology.”
