Published: November 25, 2025 | Last updated: November 25, 2025
Black Friday is no longer just a celebration of discounts.
Today, Black Friday is a testing ground for advanced e-commerce tools such as artificial intelligence, personalization, buy now pay later, and data-driven marketing strategies. More and more customers are shopping thoughtfully, and SME sellers must embrace technology to keep up.
In the era of digital revolution, Black Friday takes on a whole new form. Consumers are no longer acting impulsively – they plan purchases, compare offers, use algorithmic recommendations, and increasingly expect flexible payment methods such as buy now pay later (BNPL). For SME online sellers, this is not just an opportunity but a serious challenge: how to remain competitive in a rapidly evolving e-commerce landscape?
In this guide, we analyze all the key technologies and trends shaping Black Friday 2025 – from recommendation algorithms to AI agents. You’ll learn how to effectively tailor your shopping strategy to boost sales and enhance customer satisfaction.
Table of Contents
Key Information at a Glance:
- Consumers increasingly plan their Black Friday shopping in advance – 65% monitor deals well before promotional events begin.
- Personalization and data-driven digital marketing are becoming essential – customers expect messages tailored to their needs.
- Artificial intelligence and recommendation algorithms support product recognition and real-time dynamic pricing.
- Buy now pay later (BNPL) shortens decision-making time and increases cart value – as many as 64% of Poles have used this payment method.
Changing consumer behavior – planning over impulse
Unlike in the past, today’s consumers do not act on impulse. A study by SMSAPI shows that as many as 65% of customers buy products during Black Friday that they had previously planned. This signals the end of the spontaneous decision era – deliberate shopping strategies now reign supreme.
The division between “strategists” and those open to suggestions (~37%) creates a new need: delivering different marketing messages to different segments. Sellers must now prepare individualized shopping paths and content that spark interest depending on the customer’s stage in the buyer’s journey.
Personalization and digital marketing – how to communicate effectively?
Modern digital marketing requires more than mass email campaigns. Consumers expect personalization – both in content and the medium through which it is delivered. Reports show over 40% of customers prefer to receive offers via email or social media, while only 25% favor SMS or other generic channels.
The key is building trust: sharing personal data (like an email address or phone number) must be mutually beneficial. This means consumers expect more than just a discount – they want offers tailored to their real needs and behaviors.
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Artificial intelligence and recommendation algorithms in e-commerce
It’s not discounts, but technology that decides who wins Black Friday. At the forefront are recommendation algorithms, AIO (AI Optimization) systems, and generative AI models. These allow brands to analyze purchase history, customer location, time of day, and competitor offers in real time to deliver the most relevant proposal.
This approach results in:
- higher conversions,
- lower campaign costs,
- shorter decision-making times,
- optimized margins through dynamic pricing.
According to Dentsu's report, the largest growth in online sales in the coming years will stem from the use of AI algorithms, recommendation feeds, and shopping agents operating in real time.
Buy now pay later – the silent hero of Black Friday?
The buy now, pay later (BNPL) option has become an essential feature of a successful online store. Research indicates that as many as 64% of Poles have encountered this service and are eager to use it, especially for larger purchases.
BNPL advantages from an e-seller's perspective:
- customers make purchasing decisions faster,
- cart value increases by up to 30%,
- fewer abandoned carts,
- higher customer loyalty due to financial flexibility.
In the context of Black Friday, BNPL removes the “too expensive” barrier and turns it into “affordable now” – which can determine the success of your sales campaign.
AI agent – the future of online shopping?
One of the most innovative trends is the emergence of AI shopping agents. These are digital assistants that search, compare, and purchase on behalf of the user – completely autonomously.
In the future, they may take over all aspects of planned purchases: finding products, comparing prices, checking reviews, and selecting the best option in terms of cost and delivery. Today, they are still a novelty, but they’re becoming an integral part of the modern e-commerce landscape – especially for items over 1000 PLN.
Black Friday – Frequently Asked Questions (FAQ)
- 1. How does AI Overview work, and can I optimize my store for it?
- Yes. AI Overview is a new technology where Google displays content summaries based on artificial intelligence. Optimization includes well-structured H2/H3 headings, bold keywords, clear content structure, and specific answers.
- 2. What is buy now pay later (BNPL), and is it worth implementing?
- BNPL is a deferred payment method that allows customers to buy now and pay later – often in installments or after 30 days. It's a popular method that boosts conversion and average cart value, especially during high shopping seasons like Black Friday.
- 3. Does personalization really increase sales?
- Absolutely. Email and behavioral data enable campaigns tailored to specific groups, resulting in higher open rates, clicks, and sales. Personalization is the foundation of effective digital marketing.
- 4. How long does it take to prepare for a Black Friday campaign?
- Average campaigns are planned 6–8 weeks in advance. It’s best to start in September – testing A/B promotion versions, investing in customer segmentation, and preparing SEO- and AIO-optimized product pages.
Black Friday: key takeaways
Black Friday 2025 is not just about promotions and discounts – it’s a comprehensive, technological shopping ecosystem. Consumers plan purchases, use AI recommendations, expect personalization, and prefer flexible payment options like BNPL. Brands that manage to combine all these elements gain a significant competitive edge.
Don’t miss the opportunity – ensure your customers’ convenience. Convenient payment methods for your customers can unlock growth for your business.
