Belgium Black Friday 2025: A Month-Long Shopping wave  

Leuven – 9 December 2025 – Black Friday in Belgium has evolved into a full shopping season, stretching from early November to the end of the month. Retailers such as MediaMarkt and Krëfel launched promotions as early as November 1, shifting consumer spending patterns and spreading demand across several weeks. While this extended period helped maintain overall growth, the core Black Friday week (Week 48) recorded a slight decline compared to last year in technical consumer goods. 

Sales Performance Technical Consumer Goods 
Sales during Week 48 reached 130% of the last 52-week average, generating €201 million in turnover. Compared to the previous week, sales grew by 52%, but year-on-year performance fell by 3.8%. Despite this decline, certain product categories stood out. Camcorders led the way with a 41% increase versus last year, followed by hair stylers (+23%) and vacuum cleaners (+15%). This marks a shift from 2024, when hair stylers, media tablets, and vacuum cleaners dominated growth. 

Price promotions remained a key driver, with 52% of sales volume sold at discounts greater than 15%, slightly down from 56% in 2024. Dental care products saw the highest share of promotional sales at 63%, reinforcing the importance of competitive pricing during this period. 

The evolution of Black Friday into “Black Month” was evident in weekly trends. Weeks 45 and 46 posted strong growth of 9.5% and 8.1%, respectively, while Weeks 47 and 48 saw declines of 3.3% and 3.8%. Across the four-week period, total value growth landed at a modest 0.7%, supported largely by early November sales. 

Online shopping continued its upward trajectory, accounting for 52% of sales value in Week 48 compared to a 45% average. Over the full Black Friday month, online sales grew by 8.2%, offsetting a 5.9% decline in traditional retail. Consumers also spent more per item, with average prices rising 9.8% compared to a typical week, although physical store purchases averaged €23 less per item. 

Beauty, A Star Performer 
Beauty took center stage this Black Friday, with Belgian consumers driving a remarkable surge in Health & Beauty sales. The category recorded a 39% year-over-year growth, generating an impressive €69 million in sales during Week 48. Online channels, including e-commerce and perfumery, saw strong momentum, while brick-and-mortar stores also contributed significantly. Sun products led the pack with a +22.6% increase, followed by body care and hair care, highlighting a growing focus on self-care and seasonal essentials. Promotional activities played a key role, with nearly 38% of sales value coming from discounted items, making beauty one of the most dynamic segments of this year’s Black Friday. 

Digital Purchases – Consumer Loyalty and Market Shifts 
Data from NIQ Digital Purchases, which tracks online sales across 185 websites, shows that 63% of Black November shoppers also made a purchase during last year’s campaign month. Interestingly, Chinese platforms such as AliExpress, Temu, and Shein are losing market share during Black November, as the intense promotional activity from other online players puts these sites under pressure. 

Lessons from Belgium’s Black Month 
Black Friday in Belgium is no longer a single-day event but a month-long shopping phenomenon. While technical consumer goods faced slight year-on-year declines during the core week, early promotions and strong online performance helped stabilize overall results. Beauty emerged as a clear winner, reflecting consumers’ growing interest in self-care, while loyalty trends and competitive dynamics in e-commerce signal an increasingly complex retail landscape. Retailers who adapt to these shifts, by combining aggressive promotions, omnichannel strategies, and category diversification, will be best positioned to capture future growth. 

Infographic Technical Consumer Goods & Beauty