Each year, our survey helps us understand how purchasing behavior and consumer expectations for Black Friday and Cyber Monday are evolving in Switzerland. For this new edition, the Black Friday 2025 Observatory shares its insights into the intentions, budgets, and emerging trends of Swiss consumers.
The Swiss plan to spend an average of CHF 266.86 during Black Friday 2025. This amount represents a decrease of 11% compared to 2024. This decrease is mainly explained by a more cautious economic context, a slight strain on purchasing power, a rise in prices in certain segments and a desire to better target spending.
However, this decrease in the average budget does not signify a decline in interest in the event. On the contrary, the number of people intending to shop during Black Friday remains stable, or even slightly higher. This trend confirms that consumers remain attentive to the opportunities offered by Black Friday promotions, but that they now favor more thoughtful and useful purchases.
Black Friday 2025 confirms the diversity of Swiss consumers' purchasing desires. While fashion and beauty remain among the most popular categories, high-tech is regaining its status as a safe bet, and new sectors are also emerging. This evolution illustrates an event undergoing a transformation, where promotions no longer focus solely on physical products, but also on services and everyday experiences.
After several years dominated by fashion, beauty, and home products, high-tech has regained its leading position in purchase intentions this year. Swiss consumers are showing renewed interest in…computer equipment (+3.3%), The smartphones (+2,7 %) and the televisions. This resurgence in electronics is explained by a need to upgrade equipment, but also by the dynamic nature of the offers proposed by major retailers and e-commerce platforms. Many consumers are now waiting for the Black Friday 2025 to invest in discounted technological equipment, a trend that benefits both local brands and international players present in Switzerland.
To discover the most anticipated offers of the year, you can consult the page dedicated to high-tech offers. Visit the website to find the best deals and selections of high-tech products.
Another significant development observed this year is that the Swiss are no longer limiting themselves to material purchases. Mobile subscriptions (+2.1%) and travel offers (+3,1 %), flights, stays, weekends, these categories are now among the most sought-after. The growth of these categories demonstrates how diversified the event has become. It's no longer just about screens or clothing, but about experiences, services, and everyday solutions. This evolution reflects the increasing maturity of the Swiss market, where players in tourism, telecommunications, and finance are also beginning to capitalize on the momentum of Black Friday.
Nearly a third of respondents to the Black Friday 2025 Observatory say they don't yet know how much they will spend. This figure reflects a significant shift: purchasing decisions are being made later and later, often based on last-minute deals. This deliberate delay reflects two behaviors:greater price sensitivity and one actively searching for the best deal the Swiss no longer rush out on the first day of Black Friday; they compare, watch for deals and make their purchase when the offer becomes most attractive.
Black Friday 2025 also confirms the complementarity between digital and physical. Buying online or in-store is no longer an exclusive choice, but a natural combination. A sign of this evolution is the increasing use of WhatsApp to receive information about promotions. By 2025, nearly17% of respondents report using this channel, representing an increase in3.7 points compared to 2024, this trend confirms the growing importance of instant messaging in the relationship between brands and consumers.
In just a few years, Black Friday has become a landmark in the Swiss retail calendar. While it was still an emerging phenomenon before 2018, it is now an essential event for both consumers and retailers. This 2025 edition follows a pattern marked by the digitalization of behaviors, but also by a stabilization of purchase volumes. The event is now perceived as a key occasion for preparing for Christmas and take advantage of the best high-tech deals or book a holiday trip with promotions that extend over several days, up to Cyber Monday 2025 which extends online offerings and attracts the most connected consumers.
Despite a decrease in the average basket size, Black Friday remains a beneficial period for Swiss retailers. Local stores, Swiss e-tailers, and major international platforms active in the market all benefit from this period of high activity.
For many businesses, November has become a strategic month. Consumers, for their part, benefit from an ever-increasing selection, faster deliveries, and easier access to promotions through their preferred channels.
The Black Friday Observatory, conducted annually by blackfriday.ch, allows us to track these developments and offers a unique insight into the behavior of Swiss shoppers on the eve of the holiday season.
Visit blackfriday.ch starting in November.to follow the best offers from Black Friday 2025 and Cyber Monday 2025, discover the participating brands and take advantage of the most attractive promotions in Switzerland.