IMRG and RevLifter publish Black Friday Review 2025
IMRG, the UK eCommerce Association, has published its Black Friday Review 2025 in partnership with RevLifter.
The report tracks data from 250+ retailers and over £30bn in online sales. It covers revenue, traffic, conversion, category performance, campaign timing, and more.
The headline finding? Traffic was up almost every day of Black Friday week. Revenue fell on five of those eight days.
That gap between visitors and buyers is where the real story lives.
The report also covers:
- Why Thursday was the most revealing day of the whole week
- Which product categories grew and which struggled
- Whether longer campaigns actually delivered better results
- What "Fake Friday" data tells us about shopper behaviour
- Five tips for Peak 2026
RevLifter contributed analysis and perspective throughout, including what the data means for promotional strategy heading into next year.
Download the full report to see the numbers in full.
