New data from Mention Me, an activation platform, reveals an 8.72 per cent year-on-year increase in order volumes for beauty and fashion brands selling products this October (2025 vs. 2024).
Analysis of daily order volumes across hundreds of brands shows:
- Black Friday shopping activity is starting earlier, with noticeable uplifts in e-commerce orders well before the big day.
- Product-based brands experience strong spikes from Black Friday through mid-December, tailing off roughly a week before Christmas as consumers worry about delivery cut-offs.
- Service-based brands see only mild Black Friday movement but a small Cyber Monday lift, suggesting different seasonal triggers.
- Boxing Day sales no longer move the needle – showing minimal impact on online purchasing behaviour.
- January rebounds in service-sector orders align with the “new year, new me” consumer mindset.
These insights highlight how changing consumer confidence and shopping habits are reshaping the traditional festive retail calendar, with the early Black Friday effect now firmly established.
Share