Black Friday-Cyber Monday: What the Numbers Tell Us About the Future of Commerce

The Black Friday-Cyber Monday (BFCM) weekend is always a high-stakes moment in commerce, and this year was no exception. Adyen powered $34 billion in sales and processed over 670 million transactions, peaking at more than 163,000 per minute.

Among all the numbers, we are especially proud of maintaining a near-perfect uptime of 99.9999%, keeping commerce running and customers happy during the peak holiday season.

As the dust settles, we’ve begun diving deeper into the numbers. Three key insights stood out to me, reflecting the evolving dynamics of commerce and the opportunities ahead:

Black Friday: is it still a sharp peak?

With sales starting earlier, especially online, is the frenzy surrounding Black Friday itself starting to fade? Is there a longer, steady burn? In the US, Adyen data revealed elevated payments activity starting a week before Black Friday, particularly on the preceding Saturday when many businesses launched early sales. This activity stayed strong throughout the week, culminating in a clear peak on Friday.

Interestingly, Europe showed a slightly different pattern, with a more gradual buildup of activity – a 'hill' rather than the sharper spike seen in the US. Shoppers in Europe spread their purchases over a longer period, and Black Friday itself didn’t dominate as significantly. By comparison, US businesses saw an impressive 6X increase in in-store transactions on Black Friday compared to a typical day, proving the day remains a major event in American commerce.

Stores are (very) alive and evolving

A decade ago, when I started at Adyen as a sales manager, our focus was squarely on online payments – a space we have always excelled at. Fast forward to today, and our in-person offering has grown dramatically. We now have nearly half a million active terminals worldwide, supporting a range of industry leaders, from high-end international brands to US domestic giants.

Over the Black Friday-Cyber Monday weekend, we processed more than 98 million in-person transactions, giving us a clear view of emerging trends. In the US, one standout observation is that stores are far from dead. On Black Friday, the average transaction value (ATV) was 51% higher in-store than online. Even on Cyber Monday, traditionally an e-commerce day, the ATV in-store was still 26% higher than online.

We also observed that more convenient point-of-sale options are reshaping in-store customer behavior. Retailers that adopted Apple’s Tap-to-Pay on iPhone last year saw volumes increase by 177% year-over-year. This proliferation of mobile payment solutions is driving consumer confidence in contactless payments. For the first time ever, contactless payments surpassed chip transactions on Black Friday, accounting for 58% of all in-person payments. Of those, 31% were made using digital wallets.

Speaking of convenience, retailers that simplified the donation process at checkout achieved more than strong sales. Through Adyen Giving, in-person donations saw a remarkable 56% year-over-year increase on Black Friday, proving that technology can foster deeper, more meaningful connections with consumers beyond transactions.

Cards are still dominant, but for how much longer?

Across the entire weekend, credit and debit card usage made up the majority of payments in the US. However, younger generations are increasingly leaning toward alternative payment methods. According to a recent study by PYMNTS, over 80% of Gen Z and Millennials prefer digital wallets or BNPL over traditional cards, citing convenience and flexibility as key factors. This generational shift suggests a future where card dominance may no longer be a given.

Card alternatives grew in prevalence by 45% year-over-year compared to 2023. A major driver of this growth was the rapid rise of Buy Now Pay Later (BNPL), which saw a 50% increase in adoption during the BFCM weekend. What’s more, those using BNPL tend to spend more comfortably than they would with credit cards, a trend we’re observing globally as well.

All of the above underscores that on retail’s biggest weekend, we didn’t blink. We kept our customers running at their peak, ensuring every transaction was seamless. While the $34 billion in processed volume is an impressive number, it’s a reflection of something far greater – the trust our customers place in us to deliver during their most critical moments.

As we look ahead, these trends will continue to shape the future of payments. We’ll be sharing more insights from Black Friday and Cyber Monday, including what these developments mean for 2025 and beyond. Stay tuned.