Black Friday discount statistics 2025, measured on product prices

Highlights

• 7% of products got 10% or more cheaper: 21 of 315 at 36 brands.
• The typical cut, when a price did drop, was 25%.
• 100% of the cuts went below the lowest price of the previous 30 days.
• 19 of 36 stores promised a discount on the homepage, typically “up to 30% off”; at 16 of them product prices stayed the same.
• 3 stores cut the price of 3 or more products, typically by 25%.

What is the average Black Friday discount?

Among the 21 products that got 10% or more cheaper during Black Friday week 2025, the typical (median) cut was 25%. Most products did not get cheaper at all: 21 of 315 (7%) did.

Are Black Friday deals real?

All 21 cuts went below the product's lowest price of the previous 30 days, so none was a price raised beforehand and cut back. 19 of the 36 stores advertised a discount on the homepage banner, and at 16 of them product prices did not move: the discount came off in the cart or with a code.

When the cuts started

Of the 10 stores where any product got 10%+ cheaper during the week, 8 made the first cut before Black Friday itself.

How this was measured

• A product counts as cheaper when its lowest price during the week is 10% or more below its price just before. Only stores where we compared at least 3 products are included.
• Discounts taken off at checkout (codes, spend thresholds, gifts with purchase) do not change a product's price, so they are not counted.
• The sample is the brands in our catalogue — mostly direct-to-consumer stores, Amazon excluded — not the US retail market. Years before our daily checks began in July 2026 come from copies of product pages saved by the Internet Archive.

Store by store, with each store’s banner text: Black Friday sales by store. Other figures and release dates: price data for journalists.

Cite as: Avahit, Black Friday 2025 discount statistics, https://avahit.com/research/black-friday-statistics.