Social selling surges 152% over Black Friday sales

The amount that consumers spent on purchases via social media more than doubled year-on-year across the Black Friday sales period. New data from Rithum, a leading global commerce solutions provider, shows a global +152% surge in total sales on Black Friday and +140% on Thanksgiving via social channels.

Ecommerce sales in the UK increased by 27% year-over-year as social media and online marketplaces took an increasingly large share of the high-volume shopping week sales mix. In contrast, retail footfall fell by 2 per cent according to MRI, reflecting a continued shift toward online purchasing.

Rithum’s data indicates that shoppers are using social not just for discovery but as a primary checkout destination for everyday essentials and big-ticket purchases, rather than only impulse ‘viral’ buys. 

The top-selling categories demonstrate this, as home and garden outperformed traditional social selling stars, health and beauty. The surprising rise of business and industrial and parts and accessories coming in close behind the traditionally top-selling health and beauty sector indicates a shift in consumer interest and buying behavior.

Top selling categories via social selling:

1. Clothing, Shoes & Accessories 
2. Home & Garden
3. Health & Beauty 
4. Business & Industrial        
5. Sporting Goods 
6. Music
7. Toys and hobbies
8. Parts & Accessories         
9. Musical instruments and gears
10. Books

Social selling was the breakout story of Cyber Week. Creator-led selling pages are increasingly becoming mainstream, building credibility and a sense of familiarity. Through interactive posts, livestreams, and personalised content, creators showcase products in real-world settings, giving shoppers confidence in their purchasing decisions. Combined with convenience, speed, and accessible pricing through integrated discovery tools and seamless checkout, these pages make it easier for shoppers to buy online rather than visit stores in person.

Across the Rithum network, social selling GMV surged with triple-digit year-over-year growth. Shoppers aren’t just discovering products in their feeds anymore. They’re completing the entire journey there, especially in highly competitive categories like fashion, home, beauty, and electronics. Rithum is powering that shift behind the scenes, helping retailers and brands turn social into a scaled, measurable revenue channel rather than a pilot initiative.

– Lou Keyes, CEO, Rithum