Black Friday becomes Black November

Black Friday has officially outgrown its name. What once centered on a single intense day of discounts has expanded into an always-on, month long sales ecosystem – a shift that is redefining the customer experience (CX) landscape. For retailers, the opportunity is enormous. But so is the challenge: how do you keep customers engaged, loyal and protected when the promotional noise never stops? 

Across Europe, the shopping season has stretched so far forward that November now functions as a pre-Christmas sales festival in its own right. Italian newspaper II Sole 24 Ore reports that two-thirds of shoppers in Italy, France and Spain begin their Black Friday research weeks in advance, long before the traditional rush. McKinsey data also echoes this behavior, with over half of European consumers planning their holiday shopping earlier than ever.

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Black Friday fatigue

“When ‘one big day’ becomes four long weeks, attention fades fast,” says Ossie Bayram, strategic commercial leader and retail advisor. “The challenge isn’t just standing out anymore; it’s about sustaining attention and staying relevant through every phase of the season.”

The new pre-holiday race is no longer about who offers the biggest discount. Instead, it's about who offers the most strategic and compelling experience.

Gen Z isn’t buying the hype

While price still commands attention, this year’s data suggests customers, particularly the younger ones, are increasingly motivated by something beyond cost. The SAP Emarsys Customer Loyalty Index 2025 reveals that 51 percent of consumers say they stay loyal to brands that reflect their values. Nearly half of Gen Z plan to shop during the Black Friday period, yet one in five say they will pay more for brands that align with their ethical expectations. Sustainability, transparency and authenticity are now directly influencing wallet share.

“Loyalty is no longer just a program,” says Joanna Milliken, CEO of SAP Emarsys. “The most successful brands treat loyalty as part of the entire CX, creating relevant, connected journeys that keep shoppers coming back.”

This shift isn’t theoretical. It’s already reshaping growth strategies. Sportswear brand Mizuno, for example, has used artificial intelligence (AI)-enabled personalization to move from campaign-led spikes to consistent customer engagement. By unifying its customer data and building more intentional journeys, the brand has seen active customers increase by 52 percent year on year and premium customer revenue rise by 62 percent.

“We wanted a way to connect the different channels we use to engage with consumers,” says Mizuno’s growth marketing specialist, Lisa Fair. “Bringing everything together allows us to create more personalized experiences, because that’s what drives real loyalty for us.” 

This is the new face of Black November: customers who reward relevance and values as much as discounts.

The downside of a longer season: cyberthreats intensify

While retailers refine their CX strategies, another force has been gathering momentum in the background – one fueled by the same technological advancements shaping the positive side of the industry. AI powered scam sites are now proliferating at an alarming speed, and shoppers rushing to secure the best deal are particularly vulnerable.

“Fraudsters know Black Friday is when consumers let their guard down,” warns Adam Colins, CEO of Ignite SEO. “They’re rushing to grab deals, clicking fast, and not always checking the source. Scammers exploit that urgency, and AI has made their job frighteningly easy.”

Consumer protection data shows online shopping scams surge by more than 35 percent during November. Fake websites, often promoted via sponsored ads, imitate high street brands and courier services with frightening accuracy. Where past scams were easy to spot, today’s fraudulent sites are polished, mobile optimized, and rich with AI generated content.

The reputational risk is significant for retailers. Customers who fall victim to a convincing imitation often blame the genuine brand. Collins advises retailers to increase monitoring of new domain registrations and search activity, while communicating proactively with customers about known scams.

AI moves to the shopping cart

AI’s influence this season isn’t limited to fraud. It’s also quietly shaping how people evaluate products, compare prices and make decisions. Criteo’s Consumer Sentiment Index Q3 2025 shows that 62 percent of global shoppers are already using AI chatbots during their shopping experience, and 57 percent of UK consumers use ChatGPT for product searches. Half of shoppers expect AI to make their holiday shopping easier.

AI smooths the customer journey long before the checkout page. In other words, AI is becoming the first filter for consumer choices, long before they reach a retailer’s website.

UK consumers have embraced this trend particularly strongly, where 60 percent began planning their holiday purchases in Q3. Eight in 10 say they are willing to try new retailers this Black Friday, a sign that AI assisted search is loosening traditional brand loyalties while raising expectations for frictionless digital experiences.

Black Friday might have expanded, but the pressure to get CX right has never been more concentrated.

Quick links:

• CMA launches major crackdown on hidden online fees in first test of new consumer law
• Trump blocks CFPB funding, threatening consumer protection
• Taking ecommerce offline: Shein opens in Paris