As Black Friday 2025 approaches, black friday marketing for grocery leaders is being reshaped by trends that define a high-stakes season across Europe and the USA.. Once driven mainly by necessity purchases, the grocery sector now competes on convenience, personalization, and seamless cross-channel experiences. With inflation pressuring household budgets and loyalty becoming harder to secure, success this year depends on merging value, experience, and immediacy across both online and in-store touchpoints. The rise of AI-driven promotions, digital shopping journeys, and real-time personalization is redefining how shoppers plan, browse, and buy, rewarding retailers that leverage data to anticipate needs, optimize pricing, and deliver frictionless engagement.
- Omnichannel evolution: Grocery retailers are merging online and in-store experiences, offering seamless shopping across apps, websites, and physical stores.
- Value-driven behavior: Inflation-conscious consumers are prioritizing essentials, stocking up on groceries, and seeking early Black Friday discounts.
- Mobile-first engagement: Shoppers rely heavily on retailer apps, digital coupons, and mobile comparisons to secure the best grocery deals.
- Loyalty and personalization: Exclusive member offers, data-driven recommendations, and personalized discounts are boosting engagement and retention.
- AI and automation: From chatbots to predictive inventory, AI is powering smarter promotions, improved operations, and frictionless customer experiences.
Understanding the evolving BFCM grocery consumer
| Consumer Trend | Data Point (with source) | Strategic Implication | Brand Example |
|---|---|---|---|
| Earlier Shopping & Member Early-Access | Walmart kicked off holiday deals on Oct. 8 with 12-hour early access for Walmart+ members (Walmart corporate). | Launch teaser campaigns in early November; offer loyalty-member previews to pull demand forward. | Walmart, Target |
| Mobile-First Buying | Adobe forecasted the most mobile season ever with mobile accounting for ~53% of online spend (Adobe 2024). | Prioritize app UX, 1-tap coupons, and streamlined mobile checkout for grocery baskets. | Instacart, Tesco |
| Value Seeking & Stock-Up Behavior | 59% plan to stock up on essentials during BFCM (BCG 2024); grocery shoppers emphasize value for money (NIQ 2024). | Feature bulk packs, pantry staples, and household essentials; spotlight unit price and multibuy value. | Kroger, Carrefour |
| Omnichannel & Click-and-Collect | In the U.S., 64.4% of click-and-collect buyers use in-store pickup; 44% make an additional purchase on pickup (Insider Intelligence/eMarketer). | Synchronize promos across site, app, and store; nudge add-ons at pickup (bundles, hot offers). | Walmart, Tesco |
| Private-Label Momentum | Europe’s grocery private-label share reached about 39% of value in 2024 and continues to rise (McKinsey/EuroCommerce 2025; PLMA/NIQ). | Elevate own brands in BFCM: price ladders, quality cues, and exclusive bundles to defend margin. | Aldi, Lidl |
| European Affordability Focus | Despite stabilization, consumers remain value-driven; affordability is a priority across Europe (McKinsey 2025). | Lead with clear value messaging (unit price, Clubcard/loyalty pricing); spotlight price locks on staples. | Tesco, REWE |
| BNPL & Deal Discovery on Mobile | Holiday BNPL usage rising, with a majority of transactions coming from phones (Business Insider citing Adobe). | Consider BNPL for larger pantry loads and bundles; push mobile deal discovery & coupons. | Target, Amazon Fresh |
Early shopping behavior (pre-black friday shopping)
Major grocery retailers are extending their Black Friday timelines to capture early demand and reduce the late-November rush, a clear reflection of omnichannel grocery retail trends and Black Friday marketing for grocery leaders. In the U.S., Walmart and Target now kick off their Black Friday promotions in mid-November, often giving loyalty members, such as Walmart+ and Target Circle, early access up to a week before the official date. Across Europe, the trend is similar. Tesco (UK) rolled out week-long Black Friday offers starting around November 21, with some promotions continuing into December. These extended campaigns highlight a clear industry shift: grocery retailers recognize that shoppers are ready, and eager, to buy earlier.
- Consumers are pulling forward purchases, particularly non-perishables, to take advantage of early discounts.
- Retailers are responding with longer “Black Week” or even two-week campaigns, spreading out demand and improving logistics.
- While the trend is more pronounced in the U.S., European grocers are gradually adopting similar strategies as shoppers aim to spread out holiday spending and avoid missing out on bargains.
Stock-up behavior and inflation-driven bargain hunting
Black Friday and Cyber Monday have become key moments for budget-conscious shoppers to save on essentials, highlighting the impact of omnichannel grocery retail trends. Grocers across the U.S. and Europe report that “value for money” is now a major driver of holiday spending. As a result, consumers are stocking up on bulk packs, pantry staples, and household goods during Black Friday and Cyber Monday, focusing on savings rather than splurges. This shift is more prominent in grocery than in discretionary retail, since essentials amplify deal-seeking and stockpiling behavior. A BCG survey found that 59% of consumers plan to stock up on essentials, showing how groceries now play a central role in the shopping season.
Use of mobile apps and digital coupons to find grocery deals
- Digital coupon boom: The grocery sector has seen a pronounced shift from paper to digital coupons, and this is highly evident during the holiday deal season. A 2024 analysis found 93% of grocery shoppers prioritize price, and as a result, many are turning to online and mobile coupon options. During Black Friday week, retailer apps (like Kroger’s app or Lidl Plus in Europe) feature dozens of clip-able coupons, e.g., “$5 off $50” or specific product discounts, which tech-savvy shoppers load up before buying. These apps often send push notifications about special BFCM promo codes or flash sales, ensuring customers don’t miss a deal. The convenience of accessing coupons via mobile apps and websites has made them essential in grocery shopping.
- Mobile shopping & price comparison: Beyond coupons, shoppers are using their smartphones to compare grocery prices and deals in real time. It’s common for a consumer in-store to quickly check a competitor’s app or a price-comparison tool to see if an item is cheaper elsewhere for Black Friday. Over half (55%) of U.S. consumers say that discounts or promotions influence what they buy in the holidays, and mobile connectivity means they can seek out those discounts on the fly. Store-specific apps are extremely popular too: large grocers report millions of active app users.
Leveraging data & insights for smarter BFCM decisions
Black Friday and Cyber Monday have evolved into key moments for grocery retail, with grocery retail trends and Black Friday marketing for grocery leaders driving how consumers seek value, convenience, and relevance. Inflation-weary shoppers are planning earlier, blending online and in-store purchases, and responding to personalized offers powered by AI and loyalty insights. From tailored promotions to smart in-store technology, grocery retailers that deliver seamless, data-driven omnichannel experiences will stand out this BFCM season and build lasting customer loyalty.
| Consumer Trend | Data Point | Strategic Implication | Brand Example |
|---|---|---|---|
| Early Shopping & Loyalty Access | 56% of U.S. shoppers start holiday grocery buying before Black Friday (NRF, 2024). | Launch early-access deals for loyalty members and stretch Black Friday into multi-day events. | Walmart, Kroger |
| Value-Driven Stock-Up | 59% of consumers plan to stock up on essentials during BFCM (BCG, 2024). | Highlight bulk discounts, essentials, and multibuy offers to attract price-sensitive shoppers. | Tesco, Carrefour |
| Mobile-First Grocery Shopping | 53% of online holiday purchases occur via mobile (Adobe, 2024). | Optimize app UX, one-click coupons, and mobile checkout to increase conversion. | Instacart, Target |
| Click-and-Collect Growth | 64% use in-store pickup; 44% make extra in-store purchases (eMarketer, 2024). | Synchronize online/offline offers; promote add-ons during pickup. | Walmart, Ahold Delhaize |
| Private-Label Popularity | Private-label share reached 39% of value sales in Europe (McKinsey/EuroCommerce, 2025). | Position own brands as affordable quality alternatives during BFCM sales. | Aldi, Lidl, Sainsbury’s |
Value-driven and essentials-focused shopping
High inflation and cost-of-living pressures have made shoppers intensely value-conscious. Consumers are using Black Friday to buy groceries and household essentials, seeking deals to stretch their budgets. In 2024, supermarket foot traffic on Black Friday actually rose (~+2% YoY) even as discretionary retailers saw declines, indicating that people prioritized necessities and affordable treats during the holiday weekend. Notably, European shoppers echo this trend; nearly 46% of UK consumers said groceries would account for the largest share of their holiday spending. Emphasize value-driven promotions on staple products and “stock-up” deals, as thrifty customers will gravitate to grocers that help offset high food prices.
Hybrid omnichannel shopping & convenience
Black Friday 2025 will further blur the lines between online and in-store grocery shopping, reinforcing the importance of Black Friday marketing for grocery leaders. Consumers expect to seamlessly switch channels, browsing deals on apps or websites, then buying in-store or vice versa. In 2024, about 40% of Black Friday weekend shoppers in the U.S. visited grocery stores, while a similar share made online purchases, showing how seamlessly consumers move between channels. With value top of mind, shoppers are stocking up on bulk packs, pantry staples, and household items to stretch their budgets. This shift proves that grocery shopping now plays a leading role in the Black Friday season, blending convenience, affordability, and digital engagement.
Build smarter customer journeys and activate AI-driven personalization for repeat purchases.
Personalization and loyalty strategies pay off
Winning grocers are leveraging personalization and loyalty programs to drive engagement during Black Friday, a key pillar of Black Friday marketing for grocery leaders. Nearly one-third of U.S. consumers say loyalty rewards or member perks will influence their holiday purchasing. Retailers are capitalizing on this by granting their best customers special Black Friday benefits, early access to deals, bonus reward points, or members-only discounts. For example, Tesco’s 2024 Black Friday sale in Europe was exclusive to Clubcard loyalty members, offering 33–60% off select home and tech items for a month-long event. Double down on loyalty and data-driven marketing. Consider giving loyalty program members first dibs at grocery doorbusters or exclusive coupons, and use customer data to personalize Black Friday offers (for instance, recommending holiday meal ingredients based on past purchases). This not only boosts sales but also strengthens customer retention beyond the shopping holiday.
AI-augmented shopping and automation
Artificial intelligence is transforming how consumers and retailers approach Black Friday. Over 54% of consumers now use AI tools like chatbots, price finders, and shopping assistants to discover the best deals and personalized offers. On the retailer side, AI is driving results. During Black Friday 2024, AI-powered recommendations influenced $14 billion in online sales, and those using generative AI saw 9% higher conversion rates. For grocers, AI can streamline operations and enhance CX, from deal-finding chatbots to predictive inventory tools that keep popular items in stock.
In-store tech enhances the omnichannel experience
Brick-and-mortar grocery stores are getting smarter, bridging physical shopping with digital agility, a defining element of omnichannel grocery retail trends. Retailers are installing electronic shelf labels and IoT “smart shelves” that can update prices instantly and flash promotions to match online deals. Other innovations gaining traction include smart shopping carts and mobile self-checkout apps, which gained popularity during the pandemic and are now used for Black Friday to reduce wait times. Invest in in-store technology that complements online channels. For example, use digital shelf labels or app-based scanners to run flash sales in aisles that mirror your online promotions. Enable features like scanning a QR code on a shelf to instantly apply a Black Friday discount to the user’s online account or cart. By connecting the store floor with the digital ecosystem, grocers can deliver a seamless omnichannel promo experience that engages tech-savvy shoppers and boosts impulse buys.
The shift toward customer-centric grocery retail
Black Friday marketing for grocery leaders is redefining how grocers approach the season, blending online convenience with in-store engagement. Retailers that focus on value, personalization, and technology are not only meeting changing shopper expectations but also setting new benchmarks for the holiday season.
The road ahead for Black Friday
The future of grocery retail is deeply customer-centric, powered by AI, data, and loyalty ecosystems that personalize offers and streamline experiences across every channel. As grocers continue refining their omnichannel strategies, several key trends are emerging across Europe and the U.S. that highlight where the industry is headed next.
Summary of key Black Friday 2025 trends for grocery (Europe & USA):
| Trend | Description | Example or Stat |
|---|---|---|
| Value & Essentials Focus | Inflation-weary consumers prioritize deals on food and daily essentials. Grocers extend deep discounts on staples to capture budget-conscious shoppers. | Grocery store visits on Black Friday 2024 rose ~2.1% as shoppers hunted for necessities passby.com; experts note “inflation-fatigued consumers… prioritizing essential purchases” retaildive.com. |
| Hybrid Omnichannel Shopping | Shoppers blend online and in-store buying and expect seamless options like click-and-collect and curbside pickup for Black Friday deals. | ~40% of BF weekend shoppers visited grocery stores in 2024 fitsmallbusiness.com, while ~20% of online BF orders used buy-online-pickup-in-store fulfillment fitsmallbusiness.com. |
| Loyalty & Personalization | Retailers use loyalty programs and personalized marketing to win customers. Members-only deals, early access, and tailored offers drive engagement and sales. | 32% of US consumers say loyalty rewards will influence holiday buys emarketer.com. Tesco’s Black Friday 2024 deals were Clubcard-members exclusive moneysavingexpert.com; personalized BF emails see higher open rates (+15%) contentful.com. |
| AI-Powered Retail | AI tools and automation enhance customer experience and operations. Shoppers use AI assistants to find deals, while grocers use AI for recommendations, inventory, and chatbots. | 54% of consumers plan to use AI for Black Friday shopping help emarketer.com. Retailers using generative AI saw ~9% higher conversion on Black Friday 2024 retaildive.com. |
| In-Store Tech Integration | Stores deploy digital shelf labels, QR promotions, and smart carts to sync with online data for dynamic pricing and interactive promos in real time. | Electronic shelf labels let shoppers scan to grab instant digital deals in-store grocerydive.com. Some tags offer QR codes for back-in-stock alerts grocerydive.com. |
When do grocery Black Friday deals typically start?
Many grocers begin promotions in mid-November and offer early access for loyalty members. Extending deals into a full “Black Week” helps pull demand forward and smooth operations across channels.
What should we prioritize to grow baskets during BFCM?
Focus on value and essentials: bulk packs, pantry staples, and private-label bundles. Clear unit pricing and limited-time multi-buy offers encourage stock-up behavior and margin-friendly trade-ups.
Which omnichannel tactics convert best for grocery?
Click-and-collect and curbside remain critical, especially when paired with mobile coupons and app-first UX. Coordinate inventory and pricing across site, app, and store, and use data-driven personalization to surface relevant deals.
The future of grocery Black Friday lies in data, value, and experience
Black Friday 2025 marks a turning point for grocery retail, with Black Friday marketing for grocery leaders driving a new era where data, technology, and customer-centric strategy converge. The most successful grocers will be those that go beyond discounts to deliver personalized, frictionless, and omnichannel experiences that align with shoppers’ expectations for value and convenience. From AI-powered recommendations and loyalty-driven engagement to in-store digital innovation, every interaction becomes an opportunity to build trust and long-term loyalty. As inflation-weary consumers continue to seek smarter ways to save, grocery retailers that combine value with intelligent, tech-enabled execution will define the future of holiday shopping and set the standard for retail excellence year-round.
