How Retailers Can Win Black Friday 2025 By Starting Now
According to Shopify's 2024 Holiday Retail report, almost one in five UK shoppers begin festive planning before July.
Customers are shopping earlier than ever, so brands must also start the careful planning process earlier, in order to win hearts, minds and wallets.
Below are four practical steps retailers can take to prepare for the busiest time of the year, from mobile optimization to logistics planning.
Hybrid Retail During Black Friday 2025
According to Deann Evans, managing director of EMEA at e-commerce platform Shopify, today, roughly 60% of transactions may begin and end on different sales channels. A customer could research online and then buy in-store, or visit a store before making the final purchase online.
Hybrid retail, where multiple sales channels factor into buying journeys, is one of the year's key retail industry trends . Creating a unified view ahead of Black Friday is essential for improving everything from customer experience to stock management and planning.
'Linking e-commerce sites with in-store point-of-sale systems means a shopper can start a basket online, complete it in-store, and enjoy the same smooth experience. It also simplifies back-end operations so merchants can track stock, sales, and customer data in one place,' explains Evans via email.
Businesses can prepare for Black Friday 2025 by mapping all of the different touch points that customers will experience during their buying journey and ensuring that each part of the business communicates effectively with the whole.
Peak season is no time to be managing inefficiencies and errors caused by ineffective communication or siloed systems.
Black Friday 2025 Will Be Mobile First
According to Evans, UK customers spend an average of nearly three hours a day on mobile shopping apps, so retailers need to ensure they are optimised for mobile before the holiday season kicks off.
Olivia Jenkins, founder of direct-to-consumer jewelry brand D.Louise, sees 80% of it's peak traffic come from mobile, so everything is designed with a mobile-first mindset.
'This year we've invested in faster site speed, simpler navigation, and an even more streamlined checkout process,' she explains via email.
'We've made sure that everything - from product photography to gift guides - is optimised for small screens so that customers can shop easily from anywhere. It's about removing friction so the whole experience feels quick, clear, and enjoyable.'
For businesses that have yet to adopt a mobile-first mindset, testing the effectiveness of their mobile site and making improvements will set them up for a strong Black Friday performance.Black Friday 2025 Logistics
With service being a key differentiating factor, preparing for smooth logistics and returns will be critical.
With nearly 30% of all products being bought online getting returned, reverse logistics need to be carefully planned ahead of peak.
'Plan early by diversifying suppliers, using different fulfilment partners or placing inventory closer to key markets to reduce delivery times,' suggests Evans.
Jenkins prides herself on D.Louise's 'best in the industry' Trustpilot reviews and is more focused than ever on customer service at this crucial time of the year—'Christmas is no time to drop the ball.'
'Customer expectations are higher than ever, so our priority is speed, reliability, and making the whole process feel effortless from checkout to unboxing.'
Retailers can prepare for Black Friday 2025 by reviewing their returns policy and logistics partners well in advance, and checking capacity against peak forecasts to identify issues and bottlenecks well before they occur.Stress test everything ahead of Black Friday 2025
'Peak season magnifies any operational weakness,' shares Evans.
'Merchants must use the summer period to run tests that mimic holiday demand to identify and fix weaknesses before they cause problems,' she continues.
She advises having contingency plans for everything from stock shortages to delays with carriers.
'Equipping customer service teams with clear answers to seasonal FAQs and practical tools to resolve issues quickly will enhance after-sales service and leave a positive brand impression,' she shares.
While no one can foresee every problem that could arise, stress-testing demand and putting plans in place for the most obvious issues will help make retailers more robust during peak selling periods.Black Friday 2025 - The time to prepare is now
The retailers most likely to succeed during the Black Friday—Cyber Monday key trading period are those that get themselves ready now. Not only will they be ready to serve customers who wish to start their holiday shopping early, but they will also significantly increase their ability to delight buyers and strengthen their business during the busy season and beyond.
Ultimately, Black Friday's success is about having a plan to ensure that all of the key parts of the business are working together smoothly and that nothing gets in the way of connecting with the customer during this crucial time of year.
While sales are the ultimate goal, longevity in retail comes from delivering an exceptional service and product to customers.
'At D.Louise, our focus is on connection over pure sales—creating moments, products, and experiences that feel personal and meaningful,' explains Jenkins.
Connection generates the kind of loyalty and community that will drive people to retailers throughout the holiday season, into 2026, and beyond.
When retailers get organized for Black Friday in advance, they can afford to make the time for connection. And with only 16 Fridays to go, the time to prepare is now.
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