Black Friday once again exceeded expectations and became one of the most intense moments in the global consumer calendar. According to data from Adyen , Portugal stood out among the five countries with the highest growth in the number of transactions compared to a typical Friday, registering an increase of 2,88 times – a performance that puts it ahead of the United States itself.

Globally, the Adyen platform processed €37 billion during the Black Friday/Cyber Monday (BFCM) weekend, 27% more than the previous year, maintaining periods of activity of 199.000 transactions per minute without interruption.

Europe ramps up Black Friday sales – and Portugal is among the leaders.

Although born in the United States, Black Friday has established itself as an international phenomenon. This year, several European markets recorded volumes far exceeding those of a normal day, with Portugal ranking 4th, behind only Denmark, Spain, and Sweden.

Growth in transactions compared to a typical Friday:

Denmark: +4,76x
Spain: +4,42x
Sweden: +2,98x
Portugal: +2,88x
United States: +2,81x

The growing adoption by the Portuguese market reinforces the maturity of e-commerce and the ability of physical retail to adapt to new forms of consumption, especially during promotional periods with strong logistical pressure.

Payments: contactless dominates, digital wallets soar.

The data confirms the structural transformation in payment methods, both in physical stores and online.

Contactless: 74% of in-person transactions were conducted via contactless payment, up from 69% in 2024.
Digital wallets (POS): accounted for 34% of revenue, compared to 25% the previous year – a sign that solutions like Apple Pay, Google Wallet, and local equivalents have gained traction.
Local payment methods: remain stable at 20–21%, maintaining their relevance in markets that require regional options such as PayPal, iDeal, or Carte Bancaire.

For retailers, this confirms a critical statistic: 54% of consumers abandon their purchase if they cannot find their preferred payment method.

Physical stores retain an advantage in higher-value purchases.

During Black Friday 2025, the ATV (average transaction value) increased significantly:

Total retail ATV: +32,25% compared to a typical Friday
ATV in physical store: €52,56
ATV online: €56,86

Although the digital channel shows slightly higher average values, physical stores remain crucial for more considered purchases – where trust, the possibility of testing products, and immediate convenience continue to be important factors.

When do consumers buy?

The data reveals very different consumption peaks from market to market, requiring increasingly localized campaign strategies.

Peak traffic times by country:

USA: Friday, 12 PM
France: Saturday, 16 PM
Germany: Saturday, 14 PM
United Kingdom: Friday, 18 PM
Sweden: Friday, 16 PM
Poland: Saturday, 14 PM
Italy: Saturday, 18 PM

In Portugal, the peak historically follows a trend similar to that of other European markets, with a strong concentration between late afternoon and early evening.

More purchases, more returns.

With the acceleration of sales, returns also increase. The average online refund rate in 2024 was 8,33%, but on Black Friday it rose to 11,32%, reinforcing the importance of efficient and well-communicated return policies.

Meanwhile, this period continues to demand heightened vigilance in the face of the risk of fraud, which is traditionally higher during periods of high volume and intense promotions – although Adyen emphasizes that its systems have maintained stability and enhanced defense capabilities.