Black Friday,
Cyber Monday
Order performance, delivery preferences, and peak season delivery promise. Global benchmarks and market insights across the UK, Sweden, Denmark, Norway, and the Netherlands.
Delivery checkout benchmarks
Order performance, delivery preferences, and peak season delivery promise at a glance.
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250+
Retailers
180+
Markets
Order volume by retail sector
Year-over-year (YoY) order volume shows mixed performance across categories during the Black Friday weekend 2025, with Sports and Outdoor growing 13.1% and Fashion up 2.7%. Other and Home and Electronics remained relatively flat at 1%. We measure YoY growth for retailers active with Ingrid in both time periods.
2.7%
0.9%
-0.9%
3.3%
13.1%
*Other categories include Skincare, Cosmetics, Children’s Goods, Pet Supplies, and more.
Orders per second
Peak season opened above benchmarks in early Black Week 2025. The real surge came on Black Friday and Sunday — November 28 and 30 — when the number of orders per second reached its highest levels.
16.9
Peak orders/sec
5.5
Average orders/sec
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
Germany
United Kingdom
Denmark
Finland
42.7%
5.4%
24.9%
27%
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
How do delivery preferences vary across retail sectors on Ingrid Platform?
49.7%
33.1%
48.7%
38.2%
35.4%
Year-over-year (YoY) performance was measured for retailers active in both time periods, unless specified otherwise.
1.0%
0.9%
1.2%
26.2%
5.9%
Year-over-year (YoY) performance was measured for retailers active in both time periods, unless specified otherwise. P.P. refers to percentage points.
20.3%
37.3%
20.9%
28.5%
27.9%
Year-over-year (YoY) performance was measured for retailers active in both time periods, unless specified otherwise. P.P. refers to percentage points.
29.0%
28.6%
29.3%
7.1%
30.8%
Year-over-year (YoY) performance was measured for retailers active in both time periods, unless specified otherwise. P.P. refers to percentage points.
39%
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
Four in ten orders come with a shipping fee. Brands are getting strategic with free shipping thresholds while offering premium options like express or named-day delivery to protect margins during peak season discounting.
59%
Average delivery checkout promise
In 2024, delivery promises gradually increased from Black Monday through Saturday, ranging from 3.3 to 5.7 days. This year shows a similar pattern — it stretched from 2.7-5.6 days on Monday to 3.8-6.6 days on Sunday as volume increased and retailers added buffer time.
3.8
Earliest
6.6
Latest
Late deliveries
Peak season pressure shows, but retailers are adapting. Late deliveries hit 31% during Black Week 2023 compared to an 18.5% benchmark during regular sales periods. In 2024, that figure improved to 22% for orders placed between Black Monday and Thursday.
22%
Black Week 2024
14%
Regular sales period in 2024
Black Friday 2025 Recap
Go to the report
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