UK consumer spending over the Black Friday weekend saw the highest year-on-year growth globally, increasing by 16%, according to new industry data. This growth outpaced other major markets, with the US rising 8% and Australia and New Zealand growing 14% compared to the previous year. Analysts attribute this surge to a combination of brand loyalty, targeted personalisation, and the increasing role of artificial intelligence in retail.
Spending patterns
Consumers in the UK demonstrated a marked shift in shopping behaviour by focusing less on discounts and more on loyalty-based incentives. Repeat customers accounted for a significant portion of this growth, with revenue from these shoppers climbing 18.6% year-on-year-surpassing the 13.7% growth attributed to new buyers. Retailers engaged loyal customers through strategies such as early access to deals, exclusive drops, VIP benefits, and personalised offers, reducing the reliance on blanket discounting.
Discount rates experienced a global decline of 10%, yet demand remained robust. Brands offering the smallest discounts reported the highest revenue increases during the period. In contrast to previous years, average daily discounts did not exceed 30%. The Home and Garden sector was the main exception, requiring deeper discounts to encourage spending on higher-value items.
AI and engagement
Technology played a central role in shaping consumer behaviour across the Black Friday to Cyber Monday period. UK shoppers increasingly used AI-driven tools, with 58% planning to leverage AI assistants to discover deals, compare products, and access recommendations. Retailers kept pace with this trend, using AI-powered product recommendations that increased 45% globally in usage, resulting in a 71% surge in revenue from such recommendations.
Website personalisation, powered by enhanced AI and data, contributed to deeper engagement. Pages tailored to individual shoppers included features such as targeted product suggestions and shipment tracking. Visitors to these customised pages viewed on average 2.4 more pages per session than those receiving standard site experiences.
"This Black Friday marked the definitive shift from discount-driven shopping to loyalty-driven spending. Spending was guided by AI recommendations and loyalty to brands they trust. As consumers take their time to shop with intention, they're turning to retailers that are quietly rewarding loyal customers with personalised experiences and smarter bundles, rather than big discounts," said Ben Jackson, EMEA MD, Klaviyo.
Purchasing behaviour
Globally, consumers spent 41% more time viewing products before making purchase decisions, indicating increased deliberation. Average selling prices rose 4.8%, in line with inflation, and average order values saw similar gains. These figures suggest that higher sales are not solely due to price inflation but reflect a real increase in purchasing and intentional buyer activity. Health and Beauty sales grew by 14% worldwide, while Apparel increased 11%.
The Black Friday period also saw changes in the timing of spending. Cyber Sunday emerged as the fastest-growing day of the weekend globally, increasing nearly 14% year-on-year, ahead of Cyber Monday's 11.3% and Black Friday's 10%.
Omnichannel communication
Brands that adopted cross-channel communication achieved notably higher engagement. Globally, revenue from text messaging increased 25%, with volume up 34%. Email and text accounted for 42% of total revenue on average, rising to 43% on peak days across retailers. Shoppers who received both email and text messages from the same brand placed 11% more orders, added 34% more items to carts, and viewed 71% more products than those contacted on a single channel.
Retailer response
"This BFCM proved that when brands treat consumers like people, not transactions, they respond. Consumers were more intentional than ever this year, browsing for longer and choosing brands they already have a relationship with. AI helped marketers meet that shift with smarter targeting and more relevant experiences at scale. That combination of trust and intelligence is what moved the needle this season," said Andrew Bialecki, co-founder and CEO, Klaviyo.
According to sector specialists, these figures suggest retailers who prioritise loyalty tactics and advanced personalisation are seeing tangible returns, as demand this year was less driven by flash sales and more by a deliberate, trust-based approach.