Duel’s analysis of fashion and beauty sector peak-season performance reveals a clear pattern across Black Friday and Cyber Monday 2025: shoppers are making purchases at a greater frequency than ever before, however, due to increasing economic pressures, they are also reducing their individual purchase amounts and focusing on more frequent, value-based purchases.
Across top fashion, beauty and retail brands using Duel’s advocacy solution, this year’s results show:
Black Friday 2025
- 19 pr cent uplift in revenue year-on-year
- 62 per cent surge in order volumes
- 27 per cent drop in average order value (AOV) compared to 2024
Cyber Monday 2025
- 24 per cent uplift in revenue year-on-year
- 73 per cent increase in orders
- AOV falling from US$90 to US$57, a 37 per cent year-on-year decrease
These results reinforce multi-year trends tracked in Duel’s benchmarking, which consistently show Black Friday and Cyber Monday driving some of the largest percentage spikes of the retail calendar, yet with declining per-order spend as consumers stretch limited disposable income across more, smaller purchases.
Duel anticipates that these behaviours will continue throughout the remainder of the peak season, with brands likely to see significant order growth, especially if brands utilise advocacy and community outreach to help counteract increasing pressure to provide discounts to customers.