Are Black Friday and Cyber Monday deals trusted by shoppers?

As Black Friday and Cyber Monday 2025 approach, global e-commerce businesses are optimistic about sales, but consumer confidence remains uneven. A recent DHL eCommerce survey highlights that trust in seasonal deals is not universal.

According to DHLs 2025 findings, only 50% of shoppers worldwide report that they completely or mostly trust offers during these events. Another 34% indicate they somewhat trust retailer promotions, while 16% rarely or never trust them. The main motivation remains cost savings, with 71% of participants citing discounts as the key reason for shopping.

Generational and Regional Variations in Trust

Trust levels vary significantly across age groups. Generation Z shoppers are more likely to trust Black Friday deals, with 56% expressing confidence, compared with just 38% of Baby Boomers. Regional patterns also differ. In Europe, 33% of shoppers report purchasing more during Black Friday than at other times of the year.

The varying degrees of trust create both challenges and opportunities for retailers. With only half of shoppers fully confident in promotions, transparent pricing and clear offers are essential. Customer reviews and social media recommendations increasingly influence purchasing decisions across regions.

Retailer Responses and Strategies

Businesses, including B2B sellers, are adjusting their strategies accordingly. The DHL survey shows that 85% of B2B-focused sellers plan to offer Black Friday promotions in 2025, reflecting the growing significance of the event beyond traditional consumer retail.

For many merchants, building trust may depend more on providing reliable delivery, clear offers, and a seamless shopping experience than on deep discounts alone. Ensuring credibility and transparency could be the key to attracting and retaining shoppers.

Author: Sophia Brooks