A trends report published by DHL reveals key trends that are likely to determine how Black Friday pans out for retailers who are looking to capitalize on this major shopping day in 2026. The report points out key insights that could determine which businesses will benefit, or lose out, during Black Friday.
DHL surveyed almost 30,000 online shoppers as well as 5,800 online retailers from 29 countries. The views collected predict what will influence how the online shopping day goes this year.
The data shows that shoppers relying on AI (50%) to help them in comparing prices and choosing products will outnumber deal seekers (42%) that don’t leverage AI in their search for products. Additionally, shoppers who leverage AI say they will buy more, while the number of deal seekers who expect to buy more is smaller.
DHL found that only 38% of online commerce businesses enable the use of AI on their sites, and yet 47% of people who have shopped on Black Friday have leaned on AI to help them search for products, compare prices and make purchases. This highlights an opportunity e-commerce firms can tap to improve their prospects this year.
The report also reveals a mismatch between the level of retailer participation and that of shoppers. While 87% of online businesses participate in Black Friday by running promotions, just 41% of shoppers buy products on Black Friday. How can e-commerce firms get more people to purchase products on this day? The businesses that devise measures to attract more shoppers will come out winners.
According to the DHL report, many shoppers on Black Friday abandon their carts once they review the shipping or returns options provided by the businesses they wanted to buy from. The data shows that 81% of shoppers don’t complete their purchases if they don’t see a delivery option that they prefer. 74% abandon carts if they don’t see a returns or delivery provider they trust.
This shows that it isn’t just price or product quality/specifications that ensure that e-commerce firms make sales. Their choice of returns or delivery providers plays a major role in nudging shoppers to complete a purchase. Given that one third of all shoppers drop out at the point of selecting shipping options, firms that provide options that customers are familiar with and comfortable with can record better performance on Black Friday.
The report discusses other drivers that are likely to determine how e-commerce firms fare during this year’s Black Friday sales, and major businesses like Amazon.com Inc. (NASDAQ: AMZN) are probably testing their systems to ensure that everything is ready to maximize sales on Black Friday.
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