Cyber 5 2025 Shopping Behavior: A Look at Hourly Peaks, Device Mix Shifts, and How Black Friday Continues to Dominate

The deals and sales may have come faster, more furious, and earlier than ever before this year but that didn’t stop consumers from shopping til they dropped across the core Cyber 5 days. In fact, Cyber 5 2025 proved that no matter how much brands try to extend this tentpole event across the month of November, shoppers are conditioned and more primed to buy during the flagship days of Black Friday and Cyber Monday.

This year’s Cyber 5 showcased meaningful shifts in device behavior, conversion efficiency, regional performance, and intra-day shopping patterns and peaks. Overall, Cyber 5 performance in 2025 improved globally while the U.S. remained relatively flat with only minor year-over-year gains here and there. 

Below, we break down the most important findings to help marketers understand where performance is accelerating, where behavior is changing, and how search advertising continues to capture high-value consumer intent during the most competitive shopping moment of the year.

1. Mobile Surges in Click Share on Black Friday But Desktop Delivers Revenue Efficiency

Global Device Mix Shifts

• Mobile clicks: +16.3% YoY, rising from 49% → 58% of total clicks
  
• Desktop clicks: –17.27% YoY, falling from 51% → 42% of total clicks

US Device Mix Shifts

• Mobile clicks: +13% YoY, expanding from 65% → 77% of total clicks
• Desktop clicks: –37% YoY, dropping from 49% → 23% of total clicks

Despite shrinking desktop share, desktop buyers engaged with stronger intent—an early signal of a “fewer clicks, higher value” pattern that carried throughout Cyber 5 2025.

2. Black Friday Conversion Patterns: Mobile Still Leads, But the Gap Narrows

US Conversion Rates

• Desktop CVR: +6% YoY
  
• Mobile CVR: –11% YoY
  

Mobile CVR remained higher overall, but the advantage compressed:

• 2024: mobile CVR was 1.9× desktop
  
• 2025: mobile CVR was 1.6× desktop
  

Meanwhile, desktop’s smaller click volume delivered:

• Higher YoY conversions
  
• Higher AOV
  
• Higher revenue

This reinforces a key native search insight: consumer intent — not traffic volume — drives performance.

3. Desktop Becomes the Unexpected Growth Engine for Average Order Value & ROAS on Black Friday

Global AOV

• Desktop: –38%
  
• Mobile: –16%

US AOV

• Desktop: +10%
  
• Mobile: –11%

Global ROAS

• Desktop: +52.2% YoY
  
• Mobile: –20.7% YoY
  

US ROAS

• Desktop: +16.5%
  
• Mobile: –21.2%
  

It’s clear that while many shoppers were more likely to browse and click on ads using their mobile devices, when it came time to ultimately make the purchase, they shifted to desktop to check out. 

This is an important callout for advertisers: while mobile optimization remains crucial for clicks and volume, you still need to nurture prospects with ads across channels and device types to win the purchase.

4. Cyber 5 Shopping Peaks: The Early Bird Gets the Worm in EMEA While US Shoppers Wait It Out

When it came to conversion peaks, EMEA shoppers got an earlier start — 12PM this year vs. 2PM last year. In the US, however, the peak time moved later in the day to 5PM instead of 11AM in 2024.

Click peaks also saw similar shifts:

Thanksgiving

• Major spike at 11 AM
  
• Secondary bump at 8 PM
  

Black Friday

• Sustained spike from 11 AM–2 PM
  
• Noticeable early-morning volume (late-night deal seekers trickling over from Thanksgiving)
  
• Elevated activity early Saturday (shoppers getting in on “last chance” deals)

Small Business Saturday

• Peaked a bit later at 12PM vs. 11AM in 2024

Sunday

• Strong activity 12 PM–2 PM, with 2 PM as the definitive peak

Cyber Monday

• 12PM-1PM was the sweet spot this year, versus the larger 11AM-2PM window in 2024.
  

5. Black Friday Once Again Reigns Supreme Across Cyber 5, Outperforming Cyber Monday

Global Clicks

• Black Friday 2025: 3.3M (↑ from 3.2M)
  
• Cyber Monday 2025: 3.2M (↑ from 3.05M)
  

US Clicks

• Black Friday 2025: 1.933M (nearly flat)
  
• Cyber Monday 2025: 1.86M (↑ from 1.84M)
  

The Black Friday vs. Cyber Monday Metrics Leaderboard

• Black Friday led every performance metric across Cyber 5 except AOV. In the US, Cyber Monday had a higher AOV than Black Friday compared to 2024.
  
• CVR was lower on Cyber Monday vs. Black Friday in both 2024 and 2025
  
• Black Friday total sales dominated Cyber Monday:
  
  • Global: 98% higher in 2025; 42% higher in 2024
  • US: 35% higher in 2025; 58% higher in 2024

6. Cyber 5 Snapshot: Global Performance Surges While US Remains Relatively Flat

Global

• Clicks: +5.43% YoY
  
  • 2024: 13.18M → 2025: 13.90M
• Conversions: +83.5% YoY
  
  • 2024: 244,808 → 2025: 449,221
    
• CVR: +41.55% YoY
  
  • 2024: 10.16% → 2025: 14.38%
• AOV: –34.91% YoY
  
  • 2024: $69.96 → 2025: $45.54
    

US

• Clicks: +1.83% YoY
  
  • 2024: 7.63M → 2025: 7.77M
• Conversions: +0.3% YoY
  
  • 2024: 89,257 → 2025: 89,522
• CVR: +0.15% YoY
  
  • 2024: 7.78% → 2025: 7.79%
• AOV: -4.79% YoY
  
  • 2024: $138.91 → 2025: $132.25

Global performance accelerated substantially while US performance remained steady overall with minor YoY increases. Average Order Value (AOV) decreased across the board, indicating that while shoppers were clicking and converting more, they pulled back on the amount they actually purchased signaling lower shopping budgets and more restraint than last year.

7. What This All Means for Your 2026 Cyber 5 Strategy

Our platform data offers some clear takeaways advertisers should keep top-of-mind when beginning to plan their 2026 Cyber 5 campaign strategy.

1. Mobile remains the top of the funnel for discovery

Mobile drives scale, but performance varies by vertical and conversion behavior. Advertisers should optimize differently for mobile browsing vs. desktop decision-making.

2. Desktop continues to strengthen as a revenue engine

Especially across EMEA and higher-AOV verticals, desktop signals deeper purchase intent.

3. Peak hours are shifting—and differ by region

U.S. shoppers skew later in the day, while global peaks move slightly earlier.

Conclusion: Cyber 5 2025 Highlights a More Nuanced, Intent-Driven Consumer Journey

Cyber 5 2025 delivered growth globally, stability in the US, and a complex picture of shifting device behavior and intra-hour consumer shopping behavior. Mobile continues to dominate scale, but desktop emerged as a key driver of efficient revenue and ROAS gains. 

As advertisers plan for 2026, aligning spend to intent signals across device, region, and time of day will unlock more resilient performance and position you to capture the Cyber 5 sale down to the ideal hour across the entire 5-day shopping event.

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