Black Friday and Cyber Monday 2025 set new email sending records for Spotler

Black Friday and Cyber Monday were once again impossible for consumers to miss in 2025. More than ever before, companies and brands have begun promoting their Black Friday and Cyber Monday offers well in advance of the actual days themselves.  

TV and radio commercials, billboards, bus shelter ads, website personalisation, social media, and of course, email marketing were all used extensively.  

And during Black Friday and Cyber Monday?  

That’s when things really took off, especially on Spotler’s servers. 

How many emails were sent through Spotler during Black Friday and Cyber Monday? 

Across Spotler’s platforms, more than 148 million emails were sent on Black Friday and Cyber Monday in 2025. The average across all sending platforms (ESPs) within the Spotler Group amounted to 27.5 million sent emails per day this year. 

Spotler Mail+, Spotler MailPro (both commercial email marketing platforms) and Spotler SendPro (transactional email / email deliverability) showed significant growth in 2025 compared to 2024, as shown in the table below: 

How did Black Friday and Cyber Monday unfold across Europe this year? 

The strong growth in our send volumes aligns with what we saw across Europe. In every country where Spotler is active, Black Friday and Cyber Monday continue to be major e-commerce peaks. Consumers are also starting to shop earlier: many retailers launched their promotions during Black Week, a trend that, according to DHL, 84% of online retailers in 2025 adopted. 

Netherlands 

Online activity in the Netherlands was extremely high once again. iDEAL recorded almost 6.3 million transactions on Black Friday, around 8% more than in 2024. The biggest growth, however, occurred in the run-up: the week before Black Friday saw 37.8 million payments, a new record. 

United Kingdom 

The UK once again saw strong online spending. According to Reuters, consumers spent over £3.8 billion online during the Black Friday weekend, a 4.6% increase. Nearly all growth came from online shopping, with brick-and-mortar shops lagging behind. 

Germany 

In Germany, consumers were a little more cautious this year. According to the German retail association HDE, the combined Black Friday and Cyber Monday turnover for 2025 is estimated at around €5.8 billion, slightly lower than last year. This small decline is mainly due to Germans being cautious with larger purchases, even though many still indicated that they planned to take advantage of the discount days. 

Spain 

In Spain, Black Friday remains an extremely popular shopping moment. According to consumer research, Spaniards spent an average of between €165 and €210 on Black Friday 2025, more than in previous years. Electronics, fashion and beauty performed particularly well, with a large share of purchases made online. 

Sweden 

In Sweden, Black Friday was somewhat calmer than last year. According to Ehandel.se, total revenue fell by around 3% and the number of transactions was nearly 17% lower than in 2024. At the same time, shoppers spent more per purchase. The average order value rose by over 16%. As a result, total revenue across the full “Black Month” still ended up slightly higher than in the previous year. 

What can we learn from this for 2026? 

Black Friday 2025 was once again a rollercoaster: more traffic, more deals, and more emails. Across Europe, the same pattern emerged everywhere: consumers are shopping earlier, more deliberately, and increasingly online. 

For marketers, that means only one thing: your email strategy is becoming more important every year. And Spotler is ready to support you.

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