98. Black Friday Performance Data Explained. What Actually Drove Growth This Year

Paula Macaggi is joined by Ometria's Hannah Stacey, Director of Strategy and Product Marketing, and Rita Martins, Retail Intelligence Team Lead, to break down what really happened during Black Friday and Cyber Monday. Drawing on performance data from hundreds of retail brands, they explore why Black Friday has become a full season, which categories and customer behaviors drove growth, how marketing volume and engagement shifted, and why retention remains the biggest post Black Friday challenge. The conversation focuses on what these results mean for long term growth, brand value, and how retail leaders should think about preparing for the next peak period.

Discover the trends that defined Black Friday 2025 in Ometria’s report, featuring verticalized breakdowns and expert analysis: ometria.com/page/black-friday-2025-report-offbounds