Black Friday discounts increased in 2025 – New global data from Talon.One shows that retailers adjusted their Black Friday discounting strategies in 2025, with the average discount moving to 25%, up from 21% in 2024.
- Global average discount: 25% (vs. 21% in 2024)
- Regionally, average discount rates were:
- EMEA: 24%
- AMER: 35%
- APAC: 18%
In the current climate, value is the top priority for shoppers, and retailers have responded by increasing their Black Friday discounts. The modest uplifts tells us that retailers acted strategically rather than resorting to deep, margin-draining cuts.
Simple item discounts continued to account for the majority of promotions, as they remain easiest for retailers to execute, and customers quickly recognise the value they’re getting. But we’ve seen retailers increasingly diversify their incentive mix to deliver value while protecting profitability – with perks such as free shipping, bundles, minimum order thresholds, or tiered rewards. Member-exclusive pricing and benefits also played a bigger role, helping retailers boost loyalty participation and encourage higher-value engagement.
– Christoph Gerber, CEO, Talon.One
