U.S. Black Friday shoppers pushed retail sales higher this year, blending deal-hunting with experience-driven spending and a growing shift online. According to preliminary Mastercard SpendingPulse insights, **U.S.
retail sales excluding autos were up +4.1% on Black Friday, November 28, 2025 , compared with Black Friday 2024 , as consumers navigated promotions with notable savviness. Apparel Leads as Shoppers Refresh Wardrobes This year’s Black Friday story is one of comfort, connection, and practical indulgence,
with shoppers preparing for gatherings while keeping an eye on value. Apparel spending proved especially strong, with overall apparel sales climbing +5.7% — including +6.1% online and +5.4% in-store , helped by chilly weather and aggressive fashion promotions.
Jewelry also delivered growth, with sales up around +2.75% and online jewelry spending rising +4.2% , as shoppers chose “gifts that shine” for the holidays. Michelle Meyer , chief economist at the Mastercard Economics Institute , said , “Consumers are showing incredible savviness this season.
They're navigating an uncertain environment by shopping early, leveraging promotions, and investing in wish-list items.” That mix of caution and confidence is shaping how and where shoppers spend, with many prioritizing wardrobe updates and meaningful gifts while sticking closely to advertised deals.
E-Commerce Jumps as Stores Still Matter Online channels were the clear standout, with e-commerce retail sales ex-autos jumping +10.4% year over year as consumers leaned into speed, convenience, and at-home deal discovery…
