Cyber Monday UK orders soar 70% above Black Friday

Cyber Monday online orders in the UK outstripped Black Friday volumes by about 70% this year, as shoppers delayed purchases until the final day of discounting, according to delivery management provider Scurri.

Data from Scurri for the four-day Black Friday to Cyber Monday period showed overall online order volumes rose 15% year on year. Every day in the window recorded higher volumes than in 2024.

Black Friday orders rose 16% compared with last year. Volumes on the Saturday and Sunday grew 19% each. Cyber Monday orders increased 11% year on year.

Despite the lower growth rate, Cyber Monday generated far higher order volumes than Black Friday. Scurri said orders on the Monday exceeded Black Friday volumes by roughly 70%.

The company reported that the peak hour for online conversions on both Black Friday and Cyber Monday was 5pm. A significant share of orders landed in that period.

Last-minute buying

Industry bodies and data providers reported a more cautious and digitally focused trading pattern. IMRG described a shift away from broad discounting on Black Friday.

IMRG said: "Early signs show that Black Friday 2025 wasn't the chaotic, discount free for all of years past, instead reflecting a more selective, strategic UK market amidst the backdrop of cost of living fears and savvier shoppers."

Footfall data pointed to weaker high street traffic. MRI Software recorded a 2% fall in visitors to high street stores on Black Friday and a 7.2% decline against the equivalent days last year.

Nationwide reported a 10.36% increase in year-on-year transaction volume on the day, indicating stronger spending through digital channels even as in-store visits fell.

Rory O'Connor, Founder & CEO of Scurri, said retailers benefited from a rebound later in November. "Retailers will welcome the boost to sales across Black Friday, especially after what looked like a lull after the burst of activity in early November. Savvy shoppers played a waiting game, holding out until they were confident of securing the best deal. Now the challenge will be sustaining that performance through the rest of the peak season. That will hinge on capitalising on Christmas demand and, crucially, delivering excellent post-purchase experiences, the point at which customers are often most engaged."

Delivery preferences shift

Scurri's data also suggested a change in delivery choices over the Black Friday and Cyber Monday period. Standard delivery gained share at the expense of express services.

Standard delivery accounted for 25% of all orders, up from 21% in 2024. Express fulfilment fell to 29%, down from 36% a year earlier. Next-day delivery rose to 19% from 16%.

O'Connor said the mix reflects evolving expectations of what counts as standard delivery and how much customers will pay for speed.

"This pattern underlines a key shift," O'Connor added. "Consumers are increasingly expecting standard delivery to be faster, often around two days instead of three, and appear less willing to pay extra for express. For retailers, that means delivery networks must remain agile and efficient. Fulfilment can make or break customer loyalty and long term success."

The figures point to pressure on retailers and logistics providers to shorten delivery windows without relying on premium services. The rise in next-day orders also indicates some shoppers still value speed, but within more defined price thresholds.

Uneven retail year

Scurri said 2025 had been a mixed year for the retail sector overall. Some categories reported robust gains while others found year-on-year growth difficult.

Beauty and gifting products performed strongly over the period. Other segments struggled to convert higher traffic into consistent sales growth.

The company described a trading pattern characterised by softer demand early in the season. It then saw sharp peaks around key promotional days such as Black Friday and Cyber Monday.

Scurri said this behaviour signals an extended build-up to deeper discounts and more concentrated bursts of purchasing once shoppers judge that promotions have reached their peak.

Retailers face a broader set of channels and formats as they respond to these shifts. Scurri highlighted social commerce and the reuse economy as areas that present new sales routes.

O'Connor said merchants will need to adjust operations as well as marketing. "For retailers, this presents more opportunities than ever, from social commerce to the reuse economy, provided they recognise that how people shop is changing. Delivery remains a key differentiator and the retailers that succeed will be those adapting quickly to evolving customer expectations across existing and emerging channels," said O'Connor.