Black Friday retail sales up 4.1%, according to Mastercard SpendingPulse
Chilly temperatures and seasonal deals encouraged spending on new fashions as apparel turned in a robust Black Friday performance.
Apparel and jewelry were the top gifting sectors on Black Friday, with apparel up 5.7% year over year (online up 6.1%, in-store up 5.4%) and jewelry up 2.75% year over year, according to preliminary insights from Mastercard SpendingPulse, which measures in-store and online retail sales and represents all payment types. It is not adjusted for inflation.
U.S. retail sales excluding autos increased 4.1% on Black Friday compared to Black Friday 2024. Online grew 10.4% and in-store sales grew 1.7%.
In other Mastercard insights, spending outperformed in pockets of the country including New England, the Midwest and Southeast. Overall sales in New England and the Midwest were boosted by apparel, as spending on cold-weather gear was likely supported by the drop in temperatures. The Southeast has shown persistent strength this year.
In other findings:
- Spending growth on apparel was particularly strong both online and in-store, suggesting shoppers refreshed wardrobes while leaning into value-driven choices and convenience.
- Restaurant sales rose 4.5%, as dining out has become part of the holiday ritual to celebrate the season and underscores consumers’ continued desire for experiences, according to Mastercard.
"Consumers are showing incredible savviness this season. They're navigating an uncertain environment by shopping early, leveraging promotions, and investing in wish-list items," said Michelle Meyer, chief economist at the Mastercard Economics Institute.
As online sales soar, so do opportunities for fraud, noted Mastercard. Mastercard research shows that 72% of consumers shop on unfamiliar websites, even though one in four claim to avoid them. The biggest red flags? Prices that seem too good to be true (52%), poor spelling or grammar (48%), and requests for unnecessary personal information (49%).
Unfortunately, nearly one in five shoppers have had items that never arrived, and 16% have received counterfeit goods in past seasons, according to Mastercard.
