Results are in: US Black Friday store visits down, e-visits up, apparel shines

US Black Friday retail sales rose 4.1%, Mastercard SpendingPulse has revealed. But while online surged, in-store visitor traffic was down a separate report from RetailNext showed. That said, both reports showed a better result for apparel than for other sectors.

First, the Mastercard numbers. They exclude autos and are based on the payment cards giant measuring in-store and online retail sales across all payment types.

The company said this year’s event “tells a story of comfort, connection, and savvy shopping” as consumers prepared for meaningful moments with family and friends. 

Spending growth on apparel was particularly strong both online and in-store, “suggesting shoppers refreshed wardrobes while leaning into value-driven choices and convenience”.

In fact, apparel climbed 5.7% (online 6.1%, in-store 5.4%), as “chilly temperatures and seasonal deals encouraged spending on new fashions”. Jewelry also rose 2.75% (online 4.2%), “as consumers opted for gifts that shine”.

Overall, e-commerce retail sales excluding autos jumped 10.4%, “as shoppers increasingly value speed and convenience”. In-store sales grew more modestly (1.7%) but “remain essential to consumers for tactile experiences”.

Mastercard also said the surge in online shopping “showcases how technology is transforming the way consumers pay. Shoppers are enjoying seamless checkout experiences across devices, from smartphones to connected home assistants, making holiday shopping faster, safer, and more intuitive than ever before”.

Which leads us on the that drop for in-store shopping traffic. RetailNext said initial data reveals an average of a 5.3% year-over-year decrease for foot traffic across Black Friday and Saturday.

Visitor numbers dropped 3.6% on Friday itself and a massive 8.6% on Saturday. By store type, apparel stores saw traffic down 2.3% across the two days with just a 0.7% drop on Friday and 5.3% on Saturday.

For footwear, the weekend, Friday and Saturday falls were 6%, 6% and 5.9%, respectively. For healthy & beauty they were drops of 4.7%, 2.1% and 9.6%, and for jewelry they were 3.6%, 2% and 6.6%.

“Black Friday 2025 didn’t kill the holiday; it changed how shoppers approached it,” said Joe Shasteen, Global Head of Advanced Analytics at RetailNext. “Foot traffic was down on Friday and on Saturday, but that wasn’t disinterest, it was intention. Shoppers showed they’re done with the impulse-driven, one-day frenzy. Prices, tariffs, and tighter budgets pushed people to shop with discipline, not adrenaline, and they responded by turning Black Friday into a value calculation”.

RetailNext said one of the clearest signals is the 3.6% drop on Black Friday, which was meaningfully better than the 6.2% decline seen from Sunday through Wednesday (23 November to 26 November). It shows that even in a cautious year, “shoppers are still willing to attend major promotional events; they’re simply being more selective about when those events are worth the trip”.

“Despite the declines, Black Friday again delivered the highest in-store traffic of any day this year, reaffirming its role as the anchor of the holiday shopping season, but the weekend’s performance was shaped more by real-world factors than waning interest,” added Shasteen. “Consumers are still willing to shop, they’re just demanding proof it’s worth leaving the house. Retailers who treated November as a month-long build, rather than a single-day spectacle, saw the strongest in-store performance.”