DHL: Have Consumers Changed Black Friday Buying Habits?

Across the world, consumers are taking part in Black Friday and Cyber Monday sales, but the way people shop has changed significantly.

Today, many of the biggest discounts have moved online, with e-commerce retailers seeing that shoppers are ready to spend.

DHL has examined 2025 e-commerce trends, looking at buying behaviour over the Black Friday weekend.

What motivates shoppers?

DHL's research finds 71% of global shoppers are motivated by discounts and savings during the Black Friday period, with 44% saying limited-time offers entice them into spending money.

Baby Boomers are most likely to be motivated by discounts (76%), whereas 48% of Gen Z are more likely to spend if they witness limited-time offers. Almost a third (30%) of Millennials say early access to seasonal deals draws them to the Black Friday sales.

Shopper experience is about more than just price. Some 64% of shoppers say they are influenced by customer reviews on social media. In addition, if a company extends its offers beyond Black Friday, customers are more likely to shop there again, with 52% motivated by receiving offers or discount codes.

"As we navigate the everchanging e-commerce landscape, understanding consumer behaviour has never been more vital," says Pablo Ciano, CEO at DHL eCommerce.

"With the growth of social commerce and the increasing emphasis on sustainability, we must adapt to meet our customers’ expectations. At DHL eCommerce, we focus on providing reliable, affordable and sustainable solutions that are not just a perfect fit for our customers but meet and exceed the needs of shoppers around the world."

With the growth of e-commerce on social media and the rise of flexible payment options, shoppers are becoming more impulsive with their spending. Some 48% say they are often influenced by viral products, while 2 in 5 say social media makes them shop more.

At the same time, shoppers are increasingly selective about delivery and returns – particularly during sales periods. Half say they mainly buy from online retailers that offer free delivery and as many as 82% would not complete a transaction if they could not get their preferred delivery option.

Online Black Friday shoppers are also willing to look overseas to secure the best value for money. Some 62% already buy from retailers in other countries, with 51% doing so to access lower prices.

Shopper statistics

Shoppers around the world are ready to spend during the sales period of Black Friday and Cyber Monday, making it a critical period for e-commerce retailers.

However, retailers must understand what their shoppers are looking for or motivated by in order to cash in.

DHL finds that younger generations are more active shoppers during Black Friday, with 45% of Gen Z spending more money during the sales period. This is above Millennials at 42%, Gen X at 32% and Baby Boomers at 23%. Only 9% of Gen Z do not buy anything during Black Friday and Cyber Monday, whereas 27% of Baby Boomers do not spend anything.

Looking at consumer habits by region, shoppers from Nigeria are more likely to take advantage of the sales, with 63% saying they buy more during this period than any other time. This is almost double the global average of 36%. Shoppers in Malaysia are the least likely to be taken in by the Black Friday sales, with 32% saying they don't buy anything (against a 15% global average), and only 21% say they buy more.