Some people may remember the days when Black Friday meant lining up at their favorite stores at 4 a.m. or pushing through crowded aisles to snag an incredible deal. Nowadays, there’s a clear shift toward a more digital Black Friday. Just this year, U.S. online Black Friday sales reached a record $11.8 billion, according to Digital Commerce 360.

The same article also highlighted mobile shopping as a dominant trend this Black Friday, with more than half of purchases made on mobile devices. For brands like Ayana Active, this digital-first landscape presents a continued opportunity to meet customers wherever they shop, whether through mobile apps, social media, or AI-powered discovery tools, while reflecting the brand’s commitment to an active, mindful lifestyle.

PURPOSEFUL PURCHASES ARE ON THE RISE

According to a 2025 survey by BCG, 44% of consumers indicated they would allocate part of their Black Friday budget toward higher-priced discretionary items. This reflects a shift toward investing in lifestyle, wellness, and quality over purely bargain-driven purchases.

This shift toward buying products that align with quality and values is exactly what Ayana Active strives to provide — modest activewear made with high-quality, sustainable materials that empower women daily.

BLACK FRIDAY & AI 

Black Friday this year saw an increase in how generative AI plays a part in consumer behavior. According to the Digital Commerce 360  article, shoppers using AI tools were 38% more likely to complete a purchase, highlighting how AI-driven recommendations are becoming increasingly important to the online shopping journey. 

By integrating AI-driven recommendations into digital platforms, brands can create a more tailored experience, guiding shoppers toward products that match their lifestyle, wellness goals, and values. For consumers, it means a more efficient, intentional, and enjoyable shopping experience, turning what was once a purely transactional event into a curated, value-aligned journey.

For brands: 

• Optimize mobile and AI-powered shopping experiences 

• Tell stories that connect with the audience's values. 

For shoppers: 

• Prioritize purchases that support wellness and lifestyle. 

• Use AI and digital tools to help make thoughtful choices 

• Look for versatility and quality over discounts

LOOKING AHEAD

Black Friday 2025 showed us that digital shopping is on the rise, and is rooted in experience and connection rather than just deals. For consumers, this means more intentional purchases. For brands like Ayana Active, it’s a continued opportunity to inspire and empower active living in online and mobile spaces. 

It will be interesting to see how the world of digital shopping is transformed and innovated in 2026. 

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