Record email volumes on Black Friday 2025

Anastasia Pop, Mark van den Berg
Revealed on: 05 December 2025

Black Friday and Cyber Monday have been as soon as once more inconceivable for shoppers to overlook in 2025. Greater than ever earlier than, corporations and types have begun selling their Black Friday and Cyber Monday provides properly upfront of the particular days themselves.  

TV and radio commercials, billboards, bus shelter adverts, web site personalisation, social media, and naturally, e-mail advertising have been all used extensively.  

And through Black Friday and Cyber Monday?  

That’s when issues actually took off, particularly on Spotler’s servers. 

What number of emails have been despatched by way of Spotler throughout Black Friday and Cyber Monday? 

Throughout Spotler’s platforms, greater than 148 million emails have been despatched on Black Friday and Cyber Monday in 2025. The common throughout all sending platforms (ESPs) throughout the Spotler Group amounted to 27.5 million despatched emails per day this yr. 

Spotler Mail+, Spotler MailPro (each business e-mail advertising platforms) and Spotler SendPro (transactional e-mail / e-mail deliverability) confirmed important progress in 2025 in comparison with 2024, as proven within the desk under: 

How did Black Friday and Cyber Monday unfold throughout Europe this yr? 

The sturdy progress in our ship volumes aligns with what we noticed throughout Europe. In each nation the place Spotler is lively, Black Friday and Cyber Monday proceed to be main e-commerce peaks. Customers are additionally beginning to store earlier: many retailers launched their promotions throughout Black Week, a pattern that, in keeping with DHL, 84% of on-line retailers in 2025 adopted. 

Netherlands 

On-line exercise within the Netherlands was extraordinarily excessive as soon as once more. iDEAL recorded virtually 6.3 million transactions on Black Friday, round 8% extra than in 2024. The most important progress, nonetheless, occurred within the run-up: the week earlier than Black Friday noticed 37.8 million funds, a brand new file. 

United Kingdom 

The UK as soon as once more noticed sturdy on-line spending. In accordance with Reuters, shoppers spent over £3.8 billion on-line throughout the Black Friday weekend, a 4.6% improve. Almost all progress got here from on-line procuring, with brick-and-mortar outlets lagging behind. 

Germany 

In Germany, shoppers have been somewhat extra cautious this yr. In accordance with the German retail affiliation HDE, the mixed Black Friday and Cyber Monday turnover for 2025 is estimated at round €5.8 billion, barely decrease than final yr. This small decline is principally as a consequence of Germans being cautious with bigger purchases, despite the fact that many nonetheless indicated that they deliberate to make the most of the low cost days. 

Spain 

In Spain, Black Friday stays a particularly well-liked procuring second. In accordance with client analysis, Spaniards spent a median of between €165 and €210 on Black Friday 2025, greater than in earlier years. Electronics, vogue and sweetness carried out notably properly, with a big share of purchases made on-line. 

Sweden 

In Sweden, Black Friday was considerably calmer than final yr. In accordance with Ehandel.se, complete income fell by round 3% and the variety of transactions was almost 17% decrease than in 2024. On the identical time, customers spent extra per buy. The common order worth rose by over 16%. Consequently, complete income throughout the total “Black Month” nonetheless ended up barely greater than within the earlier yr. 

What can we be taught from this for 2026? 

Black Friday 2025 was as soon as once more a rollercoaster: extra visitors, extra offers, and extra emails. Throughout Europe, the identical sample emerged in every single place: shoppers are procuring earlier, extra intentionally, and more and more on-line. 

For entrepreneurs, which means just one factor: your e-mail technique is changing into extra necessary yearly. And Spotler is able to assist you.

Wish to get extra out of your Black Friday campaigns in 2026?  Let Spotler help you think ahead.