Black Friday once meant early alarms, long queues and doorbuster deals. Today, the way people shop and what they expect, has completely transformed. In 2025, Black Friday online sales are expected to hit $11.7 billion, an 8.3% increase from last year. More than two-thirds of those purchases will happen on mobile devices and 66% of shoppers will start their hunt for deals well before the day itself.

Black Friday has evolved from a single moment into a full-blown season; one where convenience, connection and personal relevance are paramount. In fact, 71.7% of shoppers now expect multi-channel communication and 37% want deals almost a month in advance. As competition intensifies and price wars push margins down, brands face pressure not only to sell, but to create experiences that truly resonate. Meeting expectations is no longer enough, they must exceed them.

In this blog, we explore three ways brands can do just that.

1. Embrace liquid expectations

Today’s shoppers don’t compare your brand to your competitors, they compare it to the best experience they’ve ever had. If they can plan an entire Disney holiday on one intuitive app, why should buying a car take all day? And if Amazon can deliver wrapped gifts to their door with just a few clicks, why would they settle for anything less elsewhere?

This is the essence of liquid expectations: people no longer separate one brand experience from another. Their standards flow freely across categories, industries and moments. We also see this in our ‘Experience in flux’ report, where 69% of consumers globally say their experience with one brand raises their expectations for all others.

To meet these expectations, brands must create consumer experiences that are seamless, connected and human across every touchpoint. Eyewear brand Warby Parker shows how powerful that can be. What began as an online disruptor has evolved into a brand that blurs the line between digital and physical retail. In-store, you’re greeted by an associate armed with a tablet, ready to assist whenever you are. You can browse, try on frames and complete your order in minutes, with no paperwork and no waiting. The experience feels more like chatting with a stylist than making a purchase. Online, that same simplicity continues: virtual try-ons, quick checkout and fast delivery make shopping from home equally effortless. Every detail of the Warby Parker experience reflects a clear belief that buying eyewear should be convenient, stylish and fun. The brand’s strength lies not only in innovation, but in creating harmony between channels and keeping the experience unmistakably human.

For Black Friday, the takeaway is clear. Shoppers expect every step of the journey, from mobile app to in-store queue, to feel intuitive, integrated and personal. The brands that rise to meet these flowing expectations will be the ones that truly stand out.

2. From personalised to truly personal

In our report, we found that 88% of consumers expect brands to deliver experiences that feel tailored to them. But personalisation goes beyond including someone’s name in an email. It’s about understanding context, needs and emotional state.

Likewise, Black Friday is more than a shopping spree, it’s a moment filled with meaning. One shopper might be buying a gift for their mother-in-law, hoping to impress. Another might be juggling gifts for a family of five, racing against the clock. Each deserves to feel seen.

Tecovas, the Western apparel brand, embodies this approach. In a segment that’s often seen as exclusive and intimidating, Tecovas is using personalization to break barriers and make shopping for cowboy boots – and Western style more broadly – approachable and fun for everyone, not just rural cowboys. Craftsmanship and care shine through in every interaction, from monogrammed belts to custom hat fittings, both online and in-store. Their mission, “Being brave isn’t about being different – it’s about being yourself,” is evident in every detail. By making people feel seen rather than targeted, Tecovas transforms commerce into connection.

This Black Friday, brands can follow suit by not just predicting purchases, but by understanding motivations and creating consumer experiences that respond with empathy.

3. Create signature delights

In today’s competitive market, fixing pain points is table stakes. The real differentiator lies in crafting signature delights; those emotionally charged moments that surprise and stick.

Think of Nordstrom, a legacy retailer that’s spent over a century refining its customer experience. From same-day curb side pickup to AI-powered fitting rooms and thoughtful packaging, every touchpoint is designed to make people feel valued. It’s not about adding bells and whistles; it’s about creating a sense of care and human warmth that’s hard to replicate.

For Black Friday, these moments matter more than ever. Whether it’s a handwritten note in a parcel, a limited-edition reward for loyal customers, or a simple thank-you that feels heartfelt, small gestures can transform a transaction into a lasting impression. These signature delights create consumer experiences that linger far beyond the sale.

Winning the season, human-first

Black Friday 2025 isn’t just about breaking sales records. It’s a mirror of how people’s expectations have evolved; fluid, emotional and deeply human. To truly win the season, brands need to look beyond the checkout cart and into the human stories behind it. They must meet rising expectations with seamless, connected experiences, translate data into empathy and empathy into action. And they must delight in ways that surprise and move people. Because in a world where everything feels automated, what stands out are the moments that feel unmistakably human.

Ultimately, the brands that will thrive this Black Friday aren’t those that sell the most, but those that make people feel the most.