Black Week 2025: What does Worldline transaction data really reveal?
26 / 11 / 2025
This blog offers a data-driven look at how shopping behavior in Switzerland is evolving during Black Week 2025. Based on Worldline transaction data, it reveals that consumers are shopping more deliberately and strategically, with distinct peaks between Black Friday and Cyber Monday.
Table of content:
- A fresh look at Black Week in Swiss e-commerce
- When is the Black Week in 2025?
- Black Friday remains the peak, but Cyber Monday is catching up
- Black Friday vs. Cyber Monday: Cyber Monday emerges as its own event
- A mature market: less impulse, more logic
- Conclusion: The boom of Black Week continues in 2025, but it follows in a new order
A fresh look at Black Week in Swiss e-commerce
Black Friday is one of the highest-grossing shopping days of the year. But for retailers, the entire ‘Black Week’ is increasingly becoming a sales driver. One reason for this is the change in customer buying behaviour. Not only are they starting to search for their favourite bargains earlier, but they are also planning their purchases specifically for Black Week. Online card payment transactions collected by Worldline show that Black Week is increasingly less of a one-off shopping spree and more based on prepared purchasing decisions. This trend is also confirmed by market research such as that conducted by BCG Global, where around 60% of consumers search specifically for offers early on in Black Week.
Further insights can be found on the Worldline blog: Black Friday: 5 Tips for a Successful E-Commerce Business.
When is the Black Week in 2025?
In 2025, Black Week runs from Monday, November 24, to Sunday, November 30. The peak day, Black Friday, falls on November 28, followed by Cyber Monday on December 1. To better understand what this year’s figures might look like, it’s worth examining Worldline transaction data from last year. Black Friday 2024 was the year’s top revenue day - both online and in physical stores. Worldline payment data show clear increases in transaction volumes, especially in online shops, with categories like fashion, beauty, and retail experiencing strong growth (Consumer Spending Index).
Black Friday remains the peak, but Cyber Monday is catching up
On Cyber Monday 2024, a roughly 40% increase was registered via the Worldline E-commerce platform - compared to the previous year. Black Friday also grew by approximately 12% to reach the same peak level. While Black Friday remains the peak day, Cyber Monday continues to gain ground.
Transaction trends during Black Week 2020–2024. Data source: Worldline Saferpay.
Cyber Monday emerges as its own event
Cyber Monday is also gaining importance in Switzerland. It is no longer seen merely as an extension of Black Friday but is increasingly recognized as an online event for digital deals, technology, and subscriptions.
Its growing popularity is driven by several advantages cited by consumers:
- Saving time
- Catching up on 'missed' deals
- Accessing even lower online prices from retailers who have already ended their in-store Black Friday promotions.
One example is the Manor department store, which deliberately launches certain offers only on Cyber Monday in e-commerce. https://www.manor.ch/de/u/cyber-weekend.
Worldline data also reflects this trend. Cyber Monday 2024 significantly surpassed previous years, with a rapidly growing online profile.
- +118% increase in Retail transactions on Black Friday 2024 vs. 2023
- +177% increase in Retail transactions on Cyber Monday 2024 vs. 2023
A mature market: less impulse, more logic
Weekly transaction data and recent surveys confirm it: Swiss online retail has entered a new phase of maturity. Instead of reacting to flashy deals, consumers now act with strategy and foresight.
Supporting Data & Insights:
- +60% of consumers begin deal hunting early in Black Week, according to BCG Global – indicating a planned purchase mindset.
- Recurring weekly transaction patterns show clear peaks on promotional days like Black Friday and Cyber Monday - proof of predictable shopping behaviour.
- The University of St. Gallen confirms in multiple studies that spontaneous purchases are declining, with Swiss consumers now favouring price comparison and wishlisting.
- Retail transaction growth on Cyber Monday (+177%) and Black Friday (+118%) from 2023 to 2024 underscores this shift
Weekly percentage trends in Swiss e-commerce: Recurring patterns indicate predictable consumer behaviour. Data source: https://consumerspendingindex.com/.
Conclusion: The boom of Black Week continues in 2025, but it follows in a new order
Black Week - and especially Black Friday - continues to boom in Swiss e-commerce. However, the real change lies in consumer behaviour. Today, Black Week is a recurring, high-revenue event.
Instead of randomness and rush, planning and deliberate timing drive its course. Retailers can benefit from early communication, clear expectation management, and targeted activation of the two key peaks.
The payment trends from 2024 are expected to continue in 2025:
- E-commerce continues to grow - especially in retail.
- Brick-and-mortar retail remains important but must offer engaging experiences.
- Wishlist data provide valuable insights into consumer priorities.
All signs indicate that Black Friday 2025 and the subsequent Christmas season will be even more digital, data-driven, and competitive. Companies that offer fast, secure, and simple payment solutions will come out ahead.
E-commerce in Switzerland has grown by 32% since January and that’s without even counting Black Week. All signs point to another online record in 2025.
Lukas Koella, Payments Expert at Worldline Switzerland
Author
Lukas Koella, Product Manager Saferpay is a payments expert at Worldline Switzerland, where he leads the development of secure and user-friendly payment solutions for both online and in-store commerce. With over ten years of experience in the fintech industry, he combines deep technical knowledge with a strong focus on practical needs.
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