Black Week 2025: Ecommerce brands in the U.S. saw 36% more orders on average compared to 2024

New data from Omnisend shows that this year’s Black Week – defined as the Monday through Sunday surrounding Black Friday – brought 36% more orders on average compared to last year. 

Black Week is bringing a big share of brands’ annual orders:

• 16.6% of brands generated at least third (30%) of their annual orders during Black Week
• 31% generated at least 15%
• Almost 10% generated 50% or more of their annual order volume in this single seven-day period 

Furthermore, the brands saw an average order value also growing by a third, from $164  in 2024 to $215 this year.

The numbers point to a clear trend: a growing share of ecommerce brands are generating a larger portion of their yearly sales in just seven days, making ‘Black Week’ a higher-stakes event than ever.

“Shoppers are waiting for deals they feel are worth it, and brands are pushing more of their offers into this week because costs are rising. Tariffs and other expenses have eaten into margins, and month-long promotions just aren’t doable for some brands. That’s a big reason why Black Week carries so much weight this year,” says Marty Bauer, Ecommerce Expert at Omnisend.

Shoppers Spent More to Save More, Driving Bigger Baskets

Omnisend’s U.S. consumer survey, conducted ahead of the shopping period, showed that Americans were preparing to spend significantly more during Black Friday and Cyber Monday – adding nearly $20 billion in spend compared to last year. 

Early results from brands reflect the intention to spend more – Average Order Value (AOV) during Black Friday grew by 30% when compared to 2024, growing from $164  in 2024 to $215 this year.

Shoppers continue to treat Black Week as the best window to secure value, consolidating planned purchases into fewer, bigger orders.

“People are being more careful with their money, so when they find a week where prices drop across the board, they make it count. Instead of buying things one at a time throughout the season, they’re putting more into each order to save on both price and shipping. It’s a practical response to higher living costs,” says Marty Bauer.