Breaking Down Black Friday 2025: Must-Know Insights on Email’s Biggest Day

When the pandemic hit in 2020, many of us hunkered down, dabbled in new hobbies, and did a little too much online shopping. 5 years later, the baking phase may be over, but one habit has stuck: online shopping. Especially during Black Friday.

Adobe Analytics says Black Friday last year broke records: Shoppers spent a record $10.8 billion online on 2024’s big day, over 10% more than they did in 2023.

Retailers have taken note, competing fiercely for attention in the inbox. The surge of retail emails that exploded in 2020 show no signs of slowing down. In fact, 61% of consumers say they prefer hearing about Black Friday deals via email, and SendGrid reports a 13% rise in Black Friday email volume since last year.

As our inboxes brace for the annual Black Friday frenzy, here are our key insights for navigating the email season.

Email's biggest days, ever

Black Friday and Cyber Monday aren’t just the biggest shopping days of the year. They’re the busiest email days, too.

Last year, a record-breaking amount of emails went out during Cyber Week. SendGrid alone processed over 1 billion emails per hour on Black Friday.

And reports say that 2025 will be even bigger. This explosion in email is fueled by retailers’ race to reach inboxes first. It’s no wonder some people refer to Black Friday as the Superbowl of email.

8 Black Friday email marketing trends that you need to know for 2025

Black Friday marketing has evolved dramatically, and with it, so has the impact on consumers’ inboxes. As email volume reaches new highs, inbox fatigue is becoming a real challenge, and marketers are rethinking how to stand out amid the noise.

1. Inbox fatigue is real

According to the Washington Post, many consumers are overwhelmed by relentless marketing emails, with companies flooding inboxes with multiple daily promotions. HubSpot data shows 33% of marketers send weekly emails, and total global email volume is rising fast, predicted to hit 376 billion daily by this year.

Many brands now send emails triggered simply by visiting a website. Marketing experts say this aggressive approach may alienate customers, yet companies are willing to risk it for small increases in sales. The pandemic likely fueled this trend, with more companies using digital tracking and automated emails to boost customer engagement.

During the email season this year, expect that your recipients are more likely to skim subject lines and delete emails without opening. Salesforce reported a concerning 4.9% drop in open rates, pointing to real inbox fatigue. It’s a clear reminder: a strong, targeted subject line is more important than ever.

2. 2024 broke the world records

Last year, Americans spent a record-breaking $9.8 billion online for Black Friday, up 10% from the year prior. Despite economic concerns and noisy inboxes, the post-Thanksgiving shopping tradition is going strong. Early online deals, a trend accelerated by the pandemic, continue to shape holiday spending habits as shoppers prioritize convenience.

3. Marketers are turning to newsletter advertisements

According to Digiday, ⅔ of marketers now use newsletter sponsorships, up 25% from last year. Last BF/CM season, marketers drove over 9 million impressions on Paved.

As inboxes get more crowded by the day, marketers are increasingly adopting newsletter sponsorships as an alternative strategy to get noticed.

But don’t take our word for it. Rubrik shared, “Our own distribution list can only handle so many promotions before people tune out. With Paved, I can launch a paid email campaign in no time whenever we need one. It’s a key part of my toolkit.”

Cyber Week

Newsletter Sponsorship Tips

Newsletters still get opened, even on Black Friday When inboxes are packed with promos, newsletters stand out. ~90% of people subscribe to at least one, and many look forward to reading them.

Book early. The best placements go fast Top newsletters sell out weeks before Cyber Week. Locking in early puts your brand in front of engaged readers before ad fatigue hits.

Newsletter ads work — and the numbers back it up Last BFCM season, Paved advertisers drove 9M+ impressions with an average 4.6/5 satisfaction rating.

Running behind? There’s still time Late to the party? Paved can match you with available newsletters and help you launch fast, with no complicated setup or surge pricing.

Browse Open Opportunities →

4. The 2025 spending forecast is lower

CNBC reports that retail spending is down this year due to rising inflation and uncertainty in the job market.

Although spend on Cyber Week 2025 may not break world records, Adobe predicts strong sales throughout the week, especially in categories like electronics, home goods, and apparel.

5. Many consumers have shifted to mobile online shopping

Globally, 69% of Black Friday purchases were made on mobile devices—a shift in consumer behavior that’s likely here to stay.

Alongside this mobile shopping trend, another habit has surged: the use of digital coupons. According to Deloitte, 89% of consumers seek deals before making purchases.

6. Wallets are lighter in 2025

According to Deloitte’s 2025 holiday retail survey, consumers are feeling cautious about spending this season.

On average, shoppers expect to spend 10% than they spent in 2024. 77%of respondents expect higher prices on holiday items, while 57% anticipate a weaker economy next year.

7. Bigger discounts aren’t always better

While Black Friday/Cyber Monday is often seen as an acquisition event, Klaviyo’s data shows that consumers preferred to wait for the brands they love to offer an incentive as opposed to waiting for the best deal. This year, many people are choosing connection and trust over bigger discounts.

8. You’ve gotta be smarter with frequency and targeting

IBM Marketing Cloud found that while sending more Black Friday emails can boost opens, it often leads to lower click-through rates. Unfortunately, many marketers neglect personalization and targeted content. To improve results, emails should be tailored to the recipient’s stage in the buyer’s journey.

Additionally, giving subscribers a heads-up about increased email frequency—along with clear options to adjust preferences—can reduce opt-outs and complaints.

We recommend notifying subscribers about the change, explaining the promotions they’ll receive, and linking to preference settings to allow for “opt-down” or snooze options rather than unsubscribing.

How to send better Black Friday emails

In 2025, Black Friday remains a powerful driver for both customer acquisition and retention, with channels like mobile leading the charge.

Email is still the cornerstone of effective holiday marketing, but inbox fatigue and changing consumer habits highlight the need for smart, targeted strategies.

To cut through the noise this season, focus on relevant messaging, compelling subject lines, timely offers, and alternative communication methods like newsletter sponsorships.

With consumers ready to spend on trusted names and products, the brands that adapt to these trends will capture the most attention and loyalty.

More Black Friday resources:

• •The Holiday Newsletter Sponsorship Collection on Paved (open slots still remaining!)
• •Black Friday Email Examples by Moosend
• •The Best Black Friday Email Designs by Really Good Emails
• •26 Black Friday Promotion Ideas to Boost Sales by Shopify
• •The Black Friday Marketing Guide by Emarketer
• •Winning Strategies for Black Friday Emails by Litmus