Were Black Friday and Cyber Monday 2025 discounts real?

We compared 305 product prices at 36 stores before and during Black Friday week 2025: 20 (7%) got 10% or more cheaper. 19 of the 36 stores advertised a discount on the homepage banner, typically “up to 30% off”; at 16 of them fewer than 3 of the products we compared got cheaper, so the discount was applied in the cart, with a code, or to products outside our sample. 3 stores cut the price of 3 or more products, typically by 25%.

Which stores had a real Black Friday sale in 2025?

Nomatic (7 of 7 products, typically −20%); Twelve South (3 of 4 products, typically −30%); Fly By Jing (3 of 5 products, typically −25%). A sale here means 3 or more products at one store got 10% or more cheaper during Black Friday week, measured against each product's own earlier price.

Which stores advertised a Black Friday 2025 discount without cutting product prices?

Rest (banner: “Black Friday Sale”; 1 of 6 products showed a lower price); Glow Recipe (banner: 20% off sitewide; 2 of 13 products showed a lower price); Glossier (banner: up to 30% off; 1 of 49 products showed a lower price); Our Place (banner: up to 35% off sitewide; 0 of 20 products showed a lower price); Summer Fridays (banner: 30% off, with a code; 0 of 9 products showed a lower price). At each, fewer than 3 of the products we compared showed a lower price, so the discount came off in the cart, with a code, or on products outside our sample.

Black Friday & Cyber Monday sales by store, measured product by product

Name: Black Friday 2025 sales by store
Creator: Avahit
License: https://creativecommons.org/licenses/by/4.0/

Black Friday 2026 is on Nov 27, 2026, Cyber Monday on Nov 30; we measure the whole week. Below: Black Friday 2025, measured product by product, and the prices each store's sale has to beat this year.

Black Friday 2025 in numbers

20 of 305 products we compared (7%) got 10% or more cheaper in Black Friday week 2025.

At 16 of the 19 stores with a sale banner (typically “up to 30% off”), fewer than 3 of the products we compared got cheaper: the discount came off in the cart, with a code, or on products outside our sample.
3 of 36 stores cut the price of 3 or more products, typically by 25%.

Source: Avahit, copies of product pages saved by the Internet Archive before and during Black Friday week 2025. Final since Dec 2, 2025. Method and full statistics · For the press

Cite as: Avahit, Black Friday 2025 sales by store, https://avahit.com/sales/black-friday. Licensed under CC BY 4.0: free to quote and republish with a link to this page.

Black Friday 2026: prices to beat at 228 stores

For every product of these stores we keep the lowest price of the last 30 days from daily checks. A Black Friday price is a real discount only below it. From Oct 22, 2026 the low covers the 30 days before Black Friday week.

90 Degree by Reflex
ABLE
ALEX AND ANI
American Tall
Andar
APOTHEKE
Aviator Nation
Away
Axiology
Babyletto
Baked by Melissa
Baloo Living
Bandit Running
bareMinerals
Baxter of California
Bearaby
BedJet
Beekman 1802
Beyond Yoga
Birdies
BIRDY GREY
Blissy
Boden
Boll & Branch
BowFlex
Boy Smells
Branch
Brixton
Burberry
Burt's Bees Baby
Caraa
CASELY
Casper
Champion
Chomps
Clare
Clare V.
Clek
Clove
Coddle
Côte Beauty
Coyuchi
Cozy Earth
CPX Pickleball
CRBN Pickleball
Cuyana
DAGNE DOVER
Dango Products
Darn Tough
DaVinci Baby
DC Shoes
DedCool
Dieux
Dolce Vita
Dooney & Bourke
Doze
Dropps
Duke Cannon
Dylan's Candy Bar
East Fork
Eddie Bauer
Ekster
Evangeline
Evenflo
Everlane
Farmacy
Feetures
Fellow
Filson
Floyd
Fly By Jing
Foreo
FOREVER 21
Frankies Bikinis
Gamma Sports
Ghost
glamnetic
Glossier
Glow Recipe
GOOD AMERICAN
Goodlife
gorjana
Graza
Great Jones
GREATS
Guava Family
Gymshark
Hanky Panky
Hat Heaven
Hedley & Bennett
Henry Rose
Herbivore Botanicals
Herschel Supply Co.
HOBO
Holo Taco
Host Defense
Hunter Boots
HydroJug
Hyperice
Hyperwear
ikiki
ILIA
Inside Weather
Jack Black
Jonathan Adler
Jones Road
JOOLA
Kangol
KEEN Footwear
Ketone-IQ
KIRAGRACE
Knix
KORRES
Kosas
L'ovedbaby
Lack of Color
Lalo
LANEIGE
Latico Leathers
Leatherology
Liforme
LÍLLÉbaby
Literie Candle
Little Me
Little Seed Farm
Living Proof
Loeffler Randall
Los Angeles Apparel
Lumin
Mack Weldon
MagicLinen
Malouf Home
Manduka
MANSUR GAVRIEL
Margaux
Material
Maverix Pickleball
Meermin Shoes
Melinda Maria Jewelry
Milk Makeup
Milkhouse Candle Co.
Misen
Moby Wrap
MOFT
Native Union
NEST NEW YORK
New Era Cap
New York & Company
Nisolo
Nomatic
Nopalera
Nuts.com
Obagi
Onnit
Orbitkey
Otherland
OtterBox
Our Place
Outdoor Voices
Outer
Pacha Soap Co.
Pair of Thieves
Pajamagram
Parachute
Paragon Fitwear
Patricia Nash
pediped
Piglet in Bed
Primary
PSD
Psycho Bunny
Quiksilver
R+Co
Rad Power Bikes
Reebok
Rest
Rifle Paper Co.
Riley Home
RMS Beauty
Rockport
Rothy's
ROXY
SABON
Saie
SAXX Underwear
Schoolhouse
Scotch Porter
Sigma Beauty
Sijo
Sock It to Me
SOLE FITNESS
Solly Baby
SPARK PAWS
Stasher
State and Liberty
STATE Bags
Stitch Golf
Strideline
Summer Fridays
Summersalt
Sunday Citizen
Sunday Riley
Tea Collection
Ten Thousand
The Art of Shaving
The Sak
Therabody
Thirdlove
tomboyx
TOMS
Tower 28
Trayvax
Tula
Tumble
Twelve South
Ugmonk
Unbound
Versed
Verve Coffee Roasters
Vince Camuto
Volvik
WANDRD
Warp + Weft
worldofbooks.com
Yamazaki Home
Young Nails
Zoe Lev
Zpacks

Black Friday 2025

We compared product prices at 36 stores for Black Friday. 3 cut the price of 3 or more products by 10% or more; at 16 more the homepage banner advertised a discount while fewer than 3 of the products we compared got cheaper, so the discount came off in the cart, with a code, or on products outside our sample. At 65 more stores we saw only the homepage banner or fewer than 3 products.

Prices from copies of product pages saved by the Internet Archive. 10%+ cheaper: products whose price fell 10% or more during Black Friday week, against their own earlier price. Typical cut: the median among them.
Store	10%+ cheaper	Typical cut	Deepest	Banner promised
Cut product prices · 3
Fly By Jing	3 of 5	−25%	−30%	up to 50% off sitewide
Nomatic	7 of 7	−20%	−30%	up to 40% off
Twelve South	3 of 4	−30%	−30%	up to 50% off
Discount not on product prices · 16
Bearaby	0 of 6	—		up to 30% off
Casper	0 of 7	—		up to 35% off
Dieux	0 of 3	—		up to 30% off
Filson	0 of 4	—		“Early Black Friday Sale”
Glossier	1 of 49	1 product, −20%		up to 30% off
Glow Recipe	2 of 13	2 products, up to −30%		20% off sitewide
Hunter Boots	0 of 10	—		25% off
Jones Road	0 of 15	—		10% off
LANEIGE	0 of 4	—		up to 30% off sitewide
Milk Makeup	0 of 3	—		up to 50% off
Our Place	0 of 20	—		up to 35% off sitewide
Rest	1 of 6	1 product, −14.4%		“Black Friday Sale”
Rockport	0 of 7	—		up to 40% off
Sijo	0 of 3	—		up to 30% off
Summer Fridays	0 of 9	—		30% off, with a code
Therabody	0 of 28	—		up to 35% off
Prices held · 17
Axiology	0 of 4	—		—
BedJet	0 of 7	—		—
DAGNE DOVER	1 of 6	1 product, −14.3%		—
Evenflo	0 of 3	—		—
Farmacy	0 of 4	—		—
Graza	0 of 5	—		—
Great Jones	1 of 10	1 product, −37%		—
ILIA	0 of 14	—		—
Kosas	0 of 3	—		—
Material	0 of 5	—		—
MOFT	0 of 4	—		—
Rad Power Bikes	1 of 4	1 product, −25%		—
Saie	0 of 6	—		—
SOLE FITNESS	0 of 5	—		—
SPARK PAWS	0 of 6	—		—
Tower 28	0 of 8	—		—
Unbound	0 of 8	—		—
Fewer than 3 products compared · 12
Baloo Living	0 of 2	—		25% off
Bandit Running	0 of 1	—		20% off
bareMinerals	1 of 1	1 product, −25%		up to 30% off sitewide
Blissy	0 of 1	—		“Blissy's Black Friday Sale”
CRBN Pickleball	0 of 1	—		up to 60% off
Cuyana	0 of 1	—		“Skip to content Black Friday Event: Sale bestsellers going fast. Enj…”
Dolce Vita	0 of 1	—		30% off sitewide, with a code
Outdoor Voices	0 of 1	—		40% off sitewide
Riley Home	0 of 2	—		up to 25% off, with a code
RMS Beauty	0 of 1	—		up to 75% off
Rothy's	1 of 1	1 product, −29.6%		up to 30% off sitewide
Versed	0 of 2	—		25% off sitewide, with a code

53 more stores: homepage banner only, no product prices to compare

Aviator Nation · up to 60% off, with a code
Away · 25% off sitewide
Babyletto · “THE BLACK FRIDAY SALE IS HERE. SHOP NOW”
Baked by Melissa · 25% off, with a code
Boden · 40% off
Boll & Branch · 25% off, with a code
Bonheur Jewelry · 30% off, with a code
Champion · up to 20% off select items
Coyuchi · up to 40% off
Cozy Earth · 40% off
DaVinci Baby · 20% off
Death Wish Coffee · 50% off
Dooney & Bourke · up to 70% off select items
East Fork · 20% off
Everlane · 40% off sitewide
Feetures · up to 40% off
Floyd · up to 35% off
FOREVER 21 · 40% off sitewide
Goodlife · up to 70% off
HOBO · up to 50% off
Jack Black · up to 30% off
Kangol · “The Warehouse Sale is On — Shop Before Your Favorites Disappear.* Th…”
KEEN Footwear · 50% off
Ketone-IQ · 30% off, with a code
KORRES · 40% off sitewide
L'ovedbaby · “Black Friday Month Sale”
Latico Leathers · up to 30% off sitewide
LÍLLÉbaby · up to 50% off sitewide
Little Me · 40% off sitewide
Living Proof · 25% off sitewide
Manduka · “New Markdowns Just Dropped! Shop Sale Now.”
MANSUR GAVRIEL · up to 65% off
Margaux · 20% off sitewide
Moby Wrap · up to 50% off sitewide
New Era Cap · up to 60% off
New York & Company · 20% off
Onnit · 30% off sitewide
Orbitkey · 25% off sitewide
Pajamagram · 30% off sitewide
Parachute · up to 70% off
pediped · up to 45% off sitewide
Psycho Bunny · up to 50% off select items
R+Co · 30% off
Reebok · 70% off select items
SABON · 30% off
SAXX Underwear · up to 40% off
Strideline · 50% off sitewide
Sunday Citizen · 40% off sitewide
tomboyx · 30% off sitewide
Tula · up to 40% off
Tumble · up to 45% off
Vince Camuto · 40% off sitewide
worldofbooks.com · “Black Friday Sale: Grab $2.99 books while stocks last!”

Price report: who raised prices recently Other holidays we measured

Questions about Black Friday sales

Were Black Friday and Cyber Monday 2025 discounts real?: We compared 305 product prices at 36 stores before and during Black Friday week 2025: 20 (7%) got 10% or more cheaper. 19 of the 36 stores advertised a discount on the homepage banner, typically “up to 30% off”; at 16 of them fewer than 3 of the products we compared got cheaper, so the discount was applied in the cart, with a code, or to products outside our sample. 3 stores cut the price of 3 or more products, typically by 25%.
Which stores had a real Black Friday sale in 2025?: Nomatic (7 of 7 products, typically −20%); Twelve South (3 of 4 products, typically −30%); Fly By Jing (3 of 5 products, typically −25%). A sale here means 3 or more products at one store got 10% or more cheaper during Black Friday week, measured against each product's own earlier price.
Which stores advertised a Black Friday 2025 discount without cutting product prices?: Rest (banner: “Black Friday Sale”; 1 of 6 products showed a lower price); Glow Recipe (banner: 20% off sitewide; 2 of 13 products showed a lower price); Glossier (banner: up to 30% off; 1 of 49 products showed a lower price); Our Place (banner: up to 35% off sitewide; 0 of 20 products showed a lower price); Summer Fridays (banner: 30% off, with a code; 0 of 9 products showed a lower price). At each, fewer than 3 of the products we compared showed a lower price, so the discount came off in the cart, with a code, or on products outside our sample.