Black Friday,
Cyber Monday
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Data from 250+ retailers, 180+ markets, and millions of delivery checkout orders.
Delivery insights
Order performance, delivery preferences, and peak season delivery promise at a glance.
Black Tuesday, November 25
Year-over-year (YoY) change was measured for retailers active on Ingrid Delivery Experience Platform in both time periods.
740K
Black Week checkout orders so far
-2%
YoY change
Order volume by retail sector
On Monday, November 24, most sectors saw YoY order volume declines, with Pharmacy and Health having the steepest drop at -17.4%, while Sports and Outdoor was the only category to grow at 4.5%. Let's see how the week unfolds.
-10.0%
-10.1%
-26.9%
-17.4%
4.5%
Other categories include Skincare, Cosmetics, Children’s Goods, Pet Supplies, and more.
Orders per second
Peak season launched strong in early Black Week 2025, surpassing average benchmarks. Black Friday, November 28, brings the main event when order volume hits its annual high.
4.2
Orders/sec on Black Monday, Nov 24
2.1
Orders/sec during a regular sales period
Orders per hour
While orders started steady in the early hours, the real action kicked in during evening hours when shoppers rushed to secure deals. Strategically timing your promotions makes all the difference.
Five largest markets outside Sweden
Nearly half of peak season orders across Ingrid Platform originate outside Sweden.
Norway
Denmark
Germany
UK
Finland
41.2%
6.0%
27.2%
25.6%
Home delivery dominates, with flexible out-of-home (OOH) options emerging as the close second choice. Retailers like Paul Smith and Nudie Jeans are the pioneers of in-store pickup as fulfillment and delivery method.
Preferences by delivery type
What delivery methods are retailers offering during peak season 2025, and what are consumers actually choosing?
Delivery preferences by retail sector
Home and Electronics peaks at 51.3% home delivery for bulky goods, while Pharmacy and Health leads in-store pickup at 27.4% for time-sensitive health needs.
44.9%
35.1%
51.3%
36.7%
36.1%
Year-over-year (YoY) performance was measured for retailers active in both time periods, unless specified otherwise.
1.2%
1.0%
1.2%
27.4%
4.1%
Year-over-year (YoY) performance was measured for retailers active in both time periods, unless specified otherwise. P.P. refers to percentage points.
24.4%
36.1%
20%
28.9%
30.4%
Year-over-year (YoY) performance was measured for retailers active in both time periods, unless specified otherwise. P.P. refers to percentage points.
29.5%
27.8%
27.5%
7.0%
29.4%
Year-over-year (YoY) performance was measured for retailers active in both time periods, unless specified otherwise. P.P. refers to percentage points.
36.8%
These options are often described using labels such as the
Nordic Swan Ecolabel, ‘fossil-free,’ ‘climate-smart,’ and more.
Sustainable deliveries
Here's a look at Sweden's checkout behavior when shoppers had access to at least one eco-labeled delivery option and opted for sustainable shipping.
Free shipping
Nearly 60% of checkout orders have free shipping. Yet more brands are implementing strategic free shipping thresholds alongside premium options like express or named-day delivery, especially during peak season when items are heavily discounted.
57.2%
Average delivery checkout promise
In 2024, the average delivery promise gradually increased from Black Monday up to Black Friday and Saturday — it ranged from 3.3 to 5.7 days. Whether this year’s adjusted delivery promises can handle the sales peak remains to be seen.
2.7
Days at the earliest. Retailers start strong on Black Monday with short delivery windows, competing on speed before the surge hits.
5.6
Days at the latest. Retailers decide to add buffer days to avoid breaking promises as order volume goes up.
Late deliveries
Peak season pressure shows, but retailers are learning. Late deliveries spiked 70% following Black Week 2023, so 2024's 30% suggests retailers are managing capacity and delivery promise much better.
30%
Black Week 2024 benchmark
14%
Regular sales period in 2024
Peak season success
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