Black Friday in the EU lasts a month.
Black Friday statistics from two years of orders at the same online stores in Bulgaria, Romania and Greece, and from stores in Southeast Asia: when the season starts, when the day peaks, how early shoppers decide.
- Our own data, from the stores on Releva
- Period, population and method on this page
- Percentages and ratios, so you can compare with your store
The numbers
Median store among the EU stores that sold every day in both years. Orders as recorded on each store's site. Not a controlled test.
What the data shows
Black Friday is a season. Orders rise from the first week of November. In the two weeks before Black Friday week they ran 45% (2024) and 29% (2025) above October.
The day still peaks. Black Friday brought 70% more orders than an average October day in 2024, and 55% more in 2025.
Bulgaria spread it across the week. In 2025 the day was a little lower (+57% vs +63%) and the whole week higher (+42% vs +34%).
Shoppers decide early. In 2025, 29% of Black Friday week buyers first viewed a product a week or more before they bought, and 20% three weeks or more.
Southeast Asia buys in spikes. 9.9 and 12.12 brought 8 to 10 times an average October day. Black Friday brought about twice.
Method
Median store among the EU stores that sold every day in both years. Orders as recorded on each store's site. Not a controlled test. The full tables, the definitions and the sample are in the report.
The numbers, once a month
What the stores on Releva saw last month: Viber against email, email benchmarks, Meta ads, the season. Shares and ratios you can compare with your store, one email a month, no sales pitch.
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