By Karina Cassia
Black Friday is the biggest shopping event of the year for e-commerce. For online fashion retailers, it represents both an incredible growth opportunity and a demanding stress test. Consumers are more selective than ever, and retailers need to ensure that this season delivers sustainable results instead of eroding margins.
What to Expect in 2025
In the United States, online spending for Black Friday 2025 is projected to reach between 12 and 12.5 billion dollars, up from 10.8 billion in 2024, a growth of just over 10 percent. Globally, online spending is expected to total 80 to 82 billion dollars, compared to 74.4 billion last year, an increase of around 5 percent.
During Cyber Week 2024, U.S. online spending reached 41.1 billion dollars, while holiday e-commerce sales for the entire season are forecast to hit 271.58 billion dollars by the end of 2025, representing 9.5 percent year-on-year growth. Globally, holiday spending is projected to reach a record 1.14 trillion dollars.
Shifting Consumer Behavior
Mobile shopping continues to dominate, with 69 percent of Black Friday purchases made on smartphones in 2024, and forecasts suggesting that share will rise to 73 percent in 2025.
Flexible payment options are also reshaping the landscape. Buy Now, Pay Later transactions reached 16.6 billion dollars during Cyber Week and 18.2 billion dollars across the 2024 holiday season.
At the same time, skepticism is rising. About 57 percent of shoppers do not fully trust Black Friday or Cyber Monday discounts, which makes transparency critical. Nearly one in four consumers begin shopping as early as October, highlighting the importance of early engagement. Free shipping remains a key incentive, influencing nearly half of all buyers, with an average threshold of around 40 dollars to unlock the benefit.
Sustainability is another factor gaining weight, particularly among younger demographics. For fashion, this means greater demand for circular models, ethical production, and reduced returns.
Why Fashion Faces Unique Challenges
Fashion remains one of the top Black Friday categories worldwide, alongside electronics, toys, and home goods. But unlike other sectors, it suffers from specific bottlenecks. High return rates due to sizing issues eat away at margins and erode consumer trust. Logistics overload adds pressure, with delivery times in Europe already extending during peak 2024 volumes. Profit margins are tight as retailers compete aggressively on price, and inventory mismanagement can quickly lead to canceled orders or excess stock.
How Technology Can Change the Game
The Virtual Fitting Room by Sizebay addresses one of fashion’s biggest challenges: uncertainty about fit. By combining body measurements with intelligent data, it delivers personalized size recommendations, resulting in:
- Five times higher conversion rates in sessions where the tool is used
- Up to 50 percent fewer returns due to sizing issues
- Higher average order values
- More confidence and personalization across the entire shopping journey
For a high-volume period like Black Friday, these gains mean operational efficiency, satisfied customers, and sustainable sales growth.
Special Black Friday Conditions for Fashion Retailers
Sizebay’s Black Friday campaign is already live with discounts of up to 50 percent, giving fashion e-commerce stores time to prepare before November.
With the Virtual Fitting Room activated, retailers can achieve:
- Higher conversion rates
- Fewer returns
- A differentiated shopping experience for customers
In today’s hyper-competitive Black Friday environment, investing in technology can be the difference between missing out on sales and turning the season into real growth.
Want to learn more? Let’s talk and get your e-commerce ready for stronger results this Black Friday.
