Three out of every ten euros spent on this day were online, and one-third of digital purchases used MB WAY.
On Black Friday, the amount spent on online purchases increased by 126% compared to the daily average for November, with an average ticket of €54. Data provided by SIBS Analytics indicates that the total amount spent on purchases increased by 79% compared to the entire month of November 2025 and 38% compared to Black Week. Looking only at purchases in physical stores, consumers spent 64% more than in the rest of the month and 25% more than on Black Week. Online, this increase was more significant, with Portuguese consumers spending 126% more on Black Friday and 46% more during Black Week than in the entire month of November.
The average ticket spent on 28 November was €41, which is €8 above the daily average spent on the other days of November and €4 above the amount spent during Black Week.
During Black Week, the amount spent on physical purchases made using MB WAY increased by 24% in physical stores and 56% in online purchases, compared to November. On Black Friday, this growth was even more significant, with Portuguese consumers paying 65% more via MB WAY in physical stores and 138% more online on this day, compared to the rest of the month. It should be noted that one in three purchases was made using this payment method.
SIBS Analytics data also shows that 30% of the total value of purchases made on Black Friday were online. In terms of numbers, it should be noted that of the total purchases made on Black Friday, one in four was online.
In terms of product type, on the last Friday in November, fashion was the sector that grew the most, with an increase of almost 184% in the number of purchases compared to the same day in 2024. This was followed by Recreational and Sports Equipment, with a variation of 141%; Beauty Products, Cosmetics and Perfumes, with a 140% increase in the number of purchases; and Culture and Entertainment, with a variation of 57% compared to the same period last year.
The data analyzed also shows us that there are three types of consumer profiles this Friday. ‘The Shooter’ is the most rational consumer, who already knew what they wanted to buy and, on the day, compared prices and chose to purchase. This profile corresponds to 65% of cards and is characterized by having made only one purchase, with an average ticket of €58.
As the name suggests, ‘The Moderate’ is the consumer profile that takes advantage of discounts in a controlled manner and makes, on average, 2 to 3 purchases with an expenditure of €51. This corresponds to 28% of the cards that made purchases during this period. The Marathon Runner is the consumer who made 4 or more purchases (corresponding to 7% of cards), with an average value of €46.
Other indicators considered relevant in the annex may be analyzed.