Black Friday Week Continues to Grow
The days leading up to Black Friday have become just as important as the day itself. Between Friday, 22 November, and Thursday, 28 November, iDEAL processed a total of 36.25 million payments. This represents a 27% increase compared to the same period last year (28.57 million in 2023). Remarkably, the total number of transactions during Black Friday Week in 2023, including Black Friday itself, was already surpassed in 2024 before Black Friday even began (36.25 million vs. 35.70 million). This highlights how retailers are launching their promotions earlier, with consumers responding accordingly.

“Black Friday is no longer just a peak day,” said Amos Kater, Chief Product Officer of Currence iDEAL. “Consumers are increasingly spreading their purchases across the entire week, which is clearly reflected in the numbers. The variety of available discounts also plays a significant role. Promotions now extend beyond electronics to include white goods, clothing, and entertainment, amplifying the impact of this discount week on the online payment market each year.”

Payday Plays a Crucial Role
Since 2016, Black Friday has traditionally been the busiest day of the year for iDEAL. This year, however, Monday, 25 November, saw the highest number of transactions. Kater attributes this to the timing of salary payments, explaining, “This year, the timing of salary payments likely played a role, as many people receive their pay around the 24th and 25th of the month. Most transactions were processed immediately following payday.”

This aligns with the broader trend of viewing the entire week surrounding Black Friday as a peak period.