Cyber Week 2025: France shift holiday shopping earlier as UK and Germany stays loyal to Black Friday

Cyber Week 2025 revealed a powerful shift in European e-commerce: while order volumes softened in some regions, shoppers spent more per purchase, gravitating towards premium products, and engaging more deeply with brands.

Rakuten Advertising’s network data for the UK, France, and Germany shows a European market that’s evolving toward higher-value, more intentional shopping.

Here’s a deep dive into the numbers showcasing regional and vertical performance, and what they mean for brands and retailers heading into 2026.

European shoppers move holiday purchases earlier, reshaping Cyber Week 2025

Cyber Week 2025 revealed a decisive shift in European holiday shopping patterns, as consumers across the continent increasingly made their purchases ahead of the traditional Black Friday peak. This trend toward earlier, more intentional shopping had a marked impact on both order volumes and net sales, with each market displaying its own unique dynamics.

United Kingdom

In the United Kingdom, our network insights revealed that Black Friday remained the focal point for holiday shopping, but the nature of engagement changed significantly. A 16.8% year-over-year increase in Black Friday clicks showed that UK shoppers dove deeper into research and planning their purchases. This rise in engagement continued down the funnel to conversion with a 4.6% YoY rise in online spending by British shoppers between Black Friday and Cyber Monday according to Reuters and Adobe Analytics.

France

France provided the clearest evidence of the shift to earlier shopping. While Black Friday engagement was strong, with clicks up by almost 7% YoY, the real story was the surge in activity on Thursday. Rakuten Advertising’s insights indicate that orders on the day before Black Friday jumped by 9.7% YoY and net sales soared with 64% YoY growth, indicating that French shoppers are increasingly taking advantage of early promotions and completing higher-value purchases before the main event. This movement of sales into the days leading up to Black Friday highlights a growing appetite for early deals and a more strategic approach to holiday spending.

Germany

Germany echoed this pattern, with Black Friday order volumes softening but net sales growing YoY. German consumers consolidated their purchases, spending more per transaction and shifting their focus to earlier in the week. Verticals such as Department Stores and Beauty & Personal Care stood out for their resilience, posting significant gains in both order value and engagement despite the overall shift in timing.

Across all three markets, Rakuten Advertising’s network data points to a broader European trend:  the proliferation of early promotions, and a preference for quality over quantity are fundamentally reshaping the holiday landscape. Shoppers are doing more research, seeking out value, and making premium purchases earlier in the season, challenging retailers to adapt their strategies to capture demand before the traditional Black Friday rush.

Vertical performance: standout categories by region

United Kingdom – Pets and Children

The UK market demonstrated a clear shift toward quality over quantity during Cyber Week 2025, with shoppers spending more per order across several key verticals. In the Toys category, Black Friday orders dipped slightly by 2.6% YoY, but net sales climbed 16.8%, indicating that consumers were willing to invest more in each purchase. The Pets vertical showcased strong YoY growth on Thursday (7.2%) and Black Friday (16.8%) again showcasing earlier spending and reflecting a growing trend of pet gifting and care. Home Improvement continued its steady ascent, as Black Friday orders rose 2.3% YoY and net sales increased 3.5%, underscoring ongoing consumer interest in enhancing living spaces. Meanwhile, the Children’s vertical on Black Friday experienced a 10.6% YoY drop in orders, but net sales soared by 35.2% suggesting shoppers opting for higher cart values. Overall, the UK’s Cyber Week was defined by increased engagement and a clear move toward premiumisation across categories.

France – Toys and Jewellery 

French shoppers displayed a pronounced shift toward earlier and higher-value shopping in 2025, with Thursday emerging as a new peak for both orders and sales. Thursday orders on the Rakuten Advertising Network were up 9.7% YoY and net sales up 64.7% YoY, as consumers took advantage of early deals and made more considered purchases. In the Toys vertical, Black Friday orders edged up 1.8% YoY, while net sales grew 21.1%, demonstrating resilience in a highly competitive market. The Jewellery category was a clear winner, driven by luxury gifting: Black Friday orders soared by 125% YoY and net sales jumped 94.7%, nearly doubling both volume and value. These results underscore a broader trend in France toward thoughtful, higher-ticket purchases and a willingness to shop earlier in the promotional period.

Germany – Department Stores and Beauty & Personal Care

Despite softer Black Friday orders, our insights show that Germany delivered strong net sales growth at 20.9% YoY. The Department Stores vertical was a major success story, with Black Friday orders up 67.5% YoY and net sales almost doubling, up 90.2%, reflecting strong consumer appetite for multi-category shopping and gifting. Beauty & Personal Care also saw exceptional growth, as Black Friday orders increased 46.6% YoY and net sales soared 81%, indicating a surge in self-care and gifting purchases. These verticals not only offset any declines in other categories but also highlighted German consumers’ focus on quality, value, and early deal-seeking during the 2025 holiday season.

Shopper Behaviour & Emerging Trends

Earlier, More Considered Shopping

Across France and Germany, Thursday emerged as a new peak, with YoY order and sales growth outpacing Black Friday in some cases.

Engagement Over Volume

Clicks and browsing activity rose across all markets, indicating more research and intent-driven shopping. In the UK, Black Friday clicks rose 16.8% YoY despite a slight drop in orders.

Premiumisation

Higher average order values in Toys, Jewellery, and Consumer Electronics suggest shoppers are trading up or consolidating purchases.

Recommendations for Retailers & Brands

• Optimise for Early Shoppers: Launch deals earlier in the week to capture shifting demand, especially in France and Germany.

• Enhance Engagement: Use content, reviews, and AI-powered recommendations to drive deeper browsing and higher intent.
• Leverage Premiumisation: Highlight bundles, exclusive products, and higher-value items to capitalise on rising average order values.

Conclusion

Cyber Week 2025 proved that European e-commerce is strong and adaptive – who would’ve thought that this year Thursday would have outshined Black Friday in France? While order volumes softened in some regions, shoppers spent more per purchase, and verticals like Pets, Jewellery, and Beauty posted record gains. For brands and retailers, the path to 2026 is clear: focus on high-growth categories, meet shoppers earlier in their journey, and deliver premium, engaging experiences at every touchpoint.