What: UK retailers are set to benefit from a 4.2% rise in Black Friday weekend sales, as consumers embrace digital channels and extended promotional periods.

Why it is important: This development reflects the ongoing shift toward omni-channel retail and the growing impact of digital innovation on consumer spending patterns. 

UK Black Friday weekend sales are projected to reach £9.52 billion, marking a 4.2% increase from the previous year. This growth is driven by heightened consumer engagement across both online and physical channels, with mobile commerce playing a particularly significant role. The majority of spending is expected to occur online, yet brick-and-mortar retailers are also set to benefit from increased footfall, especially on Cyber Monday. Retailers are responding to these shifts by adopting agile, omni-channel strategies and leveraging digital tools to maximize sales opportunities. The traditional Black Friday model is evolving into a multi-week event, with extended promotional periods and early holiday campaigns reshaping the retail calendar. As consumers become more savvy and strategic in their search for deals, retailers are increasingly relying on affiliates, AI-driven marketing, and targeted digital campaigns to capture demand and drive last-minute sales. This transformation underscores the importance of innovation and adaptability in today’s competitive retail landscape.

IADS Notes: UK Black Friday weekend sales forecasts from Fashion Network (November 2025) align with broader consumer trends reported by Liontree (December 2024), emphasizing the rise of mobile commerce and hybrid shopping behaviors. Inside Retail (November 2025) and Retail Week (October 2025) highlight the shift toward multi-week, omni-channel strategies and the central role of digital innovation and AI in agile retail operations. Retail Dive (September 2025) further illustrates how extended holiday campaigns are redefining the retail calendar and consumer expectations.

UK consumers set to spend £9.52bn over Black Friday weekend says Vouchercodes