Record-Breaking Cyber Five: A Full Breakdown of Black Friday and Cyber Monday 2025 in the US

December 3, 2025 | Seattle, WA

Generated by Google Gemini for Niftmint, 2025.

The 2025 Thanksgiving holiday shopping weekend, often referred to as the "Cyber Five" (Thanksgiving Day through Cyber Monday), has officially wrapped up, setting new records for both consumer turnout and online spending in the US. Data from the National Retail Federation (NRF), Adobe Analytics, and Salesforce paints a clear picture: consumers were highly engaged and actively seeking value, even amidst continued economic caution.

A Record-Setting Turnout

The sheer number of participants was staggering. According to the NRF, a record 202.9 million consumers shopped during the five-day period, surpassing the previous year’s 197 million shoppers. This strong turnout reflects a consumer base focused on responding to promotions to make the winter holidays special.

The growth was strong across the board, with 134.9 million consumers shopping online (a 9% increase from 2024) and 129.5 million shopping in-store (up 3% from 2024). While the digital space continues to dominate, the in-store experience is clearly still valued by millions.

Online Spending Hits New Heights

Digital sales were the star of the weekend, with both Black Friday and Cyber Monday setting individual records:

• Black Friday achieved a record $11.8 billion in US online sales, marking a 9.1% year-over-year increase, according to Adobe Analytics. While Salesforce reported a higher figure of $18 billion, they noted that inflation (with average selling prices climbing 7%) meant shoppers bought 2% fewer units per transaction.

• Cyber Monday solidified its title as the largest online shopping day of the year, driving an estimated $14.2 billion in revenue (a 6.3% annual rise).

• The entire Cyber Five period saw an estimated $43.7 billion in total online spending, representing a 6.3% growth over last year.

  
  

Key Consumer and Technology Trends

Several factors drove the shopping experience this year:

1. AI Takes Center Stage: The most dramatic shift was the integration of artificial intelligence into the shopping journey. Traffic from AI sources to US retail websites grew by over 800% compared to 2024. AI and shopping agents were incredibly effective, driving an estimated $3 billion in online sales, and shoppers who arrived from an AI service were 38% more likely to convert.

2. Demand for Financial Flexibility: The "Buy Now, Pay Later" (BNPL) option continues its upward trajectory. BNPL services were expected to drive more than $1 billion in online spending on Cyber Monday alone, demonstrating that consumers are prioritizing payment flexibility to manage their holiday budgets.

3. Value Over Volume: While discount rates remained generally flat compared to 2024, consumers were keen on finding the deepest price cuts. The highest discounts were typically found in categories like toys (with peak discounts around 30%), followed by electronics and apparel. The cautious spending environment means that consumers are treating the weekend as a search for true value, often planning purchases well in advance.

   

   Generated by Google Gemini for Niftmint, 2025.

   The 2025 Cyber Five weekend proved that despite economic uncertainty, the American consumer remains highly motivated to shop when offered compelling value. The record turnout and massive online sales confirm a successful kickoff to what the NRF predicts will be the first trillion-dollar holiday season.

The Black Friday Economy: A Financial History of the World's Biggest Sale

November 26, 2025 | Seattle, WA

Black Friday: To the modern consumer, it means doorbuster deals, overflowing online carts, and the official start of the holiday shopping spree. But the journey of this single day, from an originally critical term for police chaos to a multi-billion dollar economic indicator, is a story of shrewd marketing, retail strategy, and the unstoppable force of the internet.

I. The Negative Label: Chaos and the Police (1950s-1970s)

Before it was about profit, Black Friday was a day of pure misery for law enforcement in Philadelphia.

• The Original Name: The term "Black Friday" was coined by Philadelphia police officers in the 1950s and 60s. It was a negative descriptor for a day they absolutely dreaded working.

• The Cause: The day after Thanksgiving brought massive crowds of shoppers and football fans, causing gridlock, traffic jams, accidents, and a surge in crime.

• A Critical Term: For the police, the label was highly critical because it referred to a day of stressful, compulsory shifts and unmanageable disorder.

II. The Great Financial Rebranding (1980s)

The 1980s marked the turning point where retailers fought to shed the day's negative history and define it by its economic potential.

• The Myth is Born: Retailers successfully popularized the narrative that "Black Friday" was the day their accounting books finally moved from "in the red" (operating at a financial loss) to "in the black" (making a profit for the year). This powerful story replaced the police's critical narrative.

• Financial Impact: This rebranding transformed a day of perceived disorder into a symbol of financial success. Retailers heavily promoted the day with deep discounts, cementing it as the undisputed kickoff to the make-or-break holiday retail season.

III. The Golden Age of Bricks-and-Mortar (1990s and Early 2000s)

This era saw Black Friday reach its physical, high-stakes retail peak, driving consumer frenzy based on limited supply.

• The Spectacle: The decade was defined by doorbuster deals, scarcity, and urgency. Products like video game consoles and popular toys were limited-quantity "bait" designed to get customers inside.

• The Strategy: The primary economic goal was leveraging the fear of missing out (FOMO) to bring customers through the door, where they would inevitably buy other, higher-margin items not on deep discount.

• Economic Clout: Black Friday became consistently named the busiest shopping day of the year in the U.S., serving as a vital measure of consumer confidence for the broader economy.

  
  

IV. The Digital Awakening and Cyber Monday (2005)

The advent of the internet forced a shift, creating a complementary, non-physical shopping event.

• The Problem: Consumers were returning to their workplace on Monday and using faster office internet connections to continue their shopping online.

• The Solution: In 2005, the term "Cyber Monday" was coined by the National Retail Federation (NRF) to formally encourage online shopping on the Monday after Thanksgiving.

• The Shift: This creation marked the first official decoupling of the shopping rush from the physical store, laying the groundwork for digital dominance.

V. The Blurring of the Lines (2010s to Today)

Modern Black Friday is less about one day and more about an extended sales season dominated by e-commerce.

• The "Cyber Five": The entire five-day period, from Thanksgiving Thursday through Cyber Monday, became known as the "Cyber Five," a single economic unit where online sales rapidly overtook brick-and-mortar traffic.

• Online Dominance: Cyber Monday now routinely surpasses Black Friday in total sales, and Black Friday's own sales are largely conducted online. The emphasis has shifted from scarcity to convenience.

• Black November: Retailers have stretched the sales window into "Black November" or "Deals for Days." This strategy dilutes the traditional single-day frenzy, maximizing the total selling window and smoothing out logistics.

VI. Black Friday by the Numbers: The Global Retail Powerhouse

The story of Black Friday's transformation is best told through its monumental sales figures, which demonstrate consumer resilience and the total dominance of e-commerce.

In 2024, U.S. online spending on Black Friday officially crossed the $10 billion mark for the first time, hitting a final total of $10.8 billion, a substantial increase of 10.2% over the prior year. This rapid growth confirmed that despite economic pressures, consumers were still highly motivated to spend when major discounts were offered.

The entire "Cyber Five" weekend (Thanksgiving through Cyber Monday) accounted for a record $41.1 billion in U.S. online sales. Cyber Monday maintained its lead as the largest single online shopping day, generating $13.3 billion in U.S. sales. Furthermore, the mobile shift was undeniable, as mobile devices accounted for over 54% of all online sales during the period.

Looking Ahead to 2025: Analysts, including the National Retail Federation (NRF), are forecasting another year of solid growth, predicting that total holiday sales (November-December) will grow between 3.7% and 4.2% over 2024. For the first time, the NRF expects total holiday sales to surpass $1 trillion. This projected growth is dependent on consumers prioritizing value and continuing to use flexible payment options like "Buy Now, Pay Later" (BNPL), which saw record usage in 2024.

The Black Friday we experience today is a testament to retail evolution, a financially crucial event that successfully transformed its original, negative name into a global symbol of consumer savings and a critical barometer of the world economy.

TikTok's New luxury Auctions: How advanced tech guarantees verification and authenticity

TikTok Shop is hosting real-time auctions for everything from vintage designer bags to rare collectibles.

TikTok, the platform synonymous with viral dances and trending sounds, is making a serious play in a very different arena: the high-stakes world of pre-owned luxury goods. Through its "Countdown Bidding" or "LIVE Bidding" feature, TikTok Shop is hosting real-time auctions for everything from vintage designer bags to rare collectibles. But in a market rife with fakes, how is TikTok ensuring that a winning bid secures genuine luxury, not a clever counterfeit?

The answer lies in a robust, multi-layered approach centered squarely on authentication.

TikTok's LIVE Bidding feature brings this experience to life, allowing users to bid interactively during a livestream.

The allure of live luxury

Imagine scrolling through your "For You" page and stumbling upon a live auction for a pristine Birkin, a coveted Rolex, or a limited-edition trading card. TikTok's LIVE Bidding feature brings this experience to life, allowing users to bid interactively during a livestream. With an increased price cap of $13,000 for these special listings, the platform is clearly serious about attracting high-value transactions.

But for buyers eyeing a five-figure purchase, the immediate question isn't just about the deal, it's about trust.

The pillar of proof: The certificate of authenticity (COA)

At the heart of TikTok Shop's authenticity protocol for pre-owned luxury lies one non-negotiable requirement: a Certificate of Authenticity (COA). This isn't an optional extra; it's mandatory for all items listed in categories like pre-owned luxury bags, footwear, accessories, and luggage.

AI-generated image (Gemini), 19 November 2025.

Here's how it works:

1. Post-auction submission: Once a buyer wins an item, the seller has a tight 24-hour window (excluding weekends/holidays) to submit the COA to TikTok Shop.

2. Strict vetting: If the COA isn't approved within this timeframe, or if it fails two upload attempts, the order is automatically canceled. This puts the onus squarely on the seller to prove authenticity before any item ships.

Who gives the green light? Approved authenticity sources

TikTok isn't just taking a seller's word for it. They've established clear guidelines on who can issue these crucial COAs:

• Third-Party Authentication Powerhouses: TikTok Shop has integrated with and approved several reputable, independent authentication services. Think industry leaders like Entrupy, Real Authentication, LegitApp, LegitMark, and CheckCheck. For many items, sellers can leverage these experts to verify their goods.

• Qualified In-House Teams: Larger, established luxury resellers might have their own internal authentication experts. TikTok allows for this, but only after the seller's in-house authentication process has been rigorously approved and qualified by TikTok Shop itself.

The future of verifiable luxury: Digital twins and the DPP

While the current system relies on post-sale document verification, the next frontier in luxury authentication involves embedding proof directly into the product itself. The integration of digital twins and systems designed for the Digital Product Passport (DPP) could revolutionize how trust is built on platforms like TikTok Shop.

Beyond Authenticity: Lifecycle Transparency

This advanced form of digital twin is being mandated in certain industries by the EU’s Digital Product Passport (DPP) regulations. A DPP transforms the proof of authenticity into a functional ledger that tracks the item's entire lifecycle.

Instead of just confirming it's real, the digital record can hold mandatory, verifiable data, such as:

• Manufacturing details (e.g., Country of Origin).

• Sustainability metrics (e.g., Carbon Footprint, Recyclability Score).

• Service history (e.g., Link to the Repairs Log).

  
  

By implementing this system, platforms could use advanced features like Role-Based Access Control (RBAC) to govern who sees what data, protecting proprietary supply chain information while making critical sustainability and repair data available to regulators and recyclers.

For TikTok Shop, adopting a system that creates a tokenized, DPP-compliant Hard Twin could create the highest level of consumer confidence, turning the platform's luxury auctions into a verifiable, secure marketplace for authenticated, high-value goods.