Black Friday 2025 delivered a record-setting day for U.S. ecommerce, and business-to-business (B2B) sellers rode part of that momentum as more distributors, software providers and service platforms pushed targeted year-end promotions that now extend into Cyber Monday.
Adobe Analytics reported that U.S. consumers spent $11.8 billion online on Black Friday, a 9.1% increase from 2024 and the highest single-day online spending total ever recorded. While Adobe’s data reflects consumer transactions, analysts say the same digital purchasing habits are increasingly shaping how companies buy equipment, supplies and software.
A global survey from DHL eCommerce underscores how deeply November shopping patterns have shifted into B2B channels. In its 2025 eCommerce Trends “Shopper Edit” and “Business Edit,” DHL reports that 85% of B2B sellers planned to participate in Black Friday this year, and 63% said their Black Friday sales increased in 2024 compared with 2023. 48% generated more revenue during Black Friday than in a typical selling period.
“Black Friday is no longer just about discounts, it’s about trust and experience,” said Pablo Ciano, CEO of DHL eCommerce, in a Nov. 25 company statement. He added that retailers “must focus on transparency, authenticity, and seamless delivery options to win loyalty … not just during Black Friday, but in the long-term trust economy.”
How Black Friday is reshaping B2B ecommerce sales
In the U.S. industrial sector, distributors took varied approaches. Global Industrial was among the most visible participants. The company ran a “Black Friday Deals Are Here” campaign on its ecommerce site with verified category-level discounts on shelving, storage and material-handling equipment. Third-party deal and coupon platforms — including Rakuten, Groupon and Slickdeals — also promoted Global Industrial’s Cyber Monday-timed offers, indicating the company is stretching its discounting into early December.
MSC Industrial Supply’s U.K. division launched a formal Black Friday program. It published a verified “Black Friday Terms & Conditions” page that outlines eligibility rules and timelines. The structured approach stands out in a sector that traditionally avoids consumer-style promotional calendars. MSC has not issued a similar Black Friday promotion for its U.S. operations.
By contrast, Grainger and Uline did not publish Black Friday or Cyber Monday campaigns on their own digital channels. Coupon and affiliate sites posted codes labeled for Black Friday or Cyber Week. However, neither distributor issued an official promotion. That’s consistent with longstanding approaches that deprioritize event-driven discounting.
The strongest concentration of Cyber Monday activity came from software and service providers aimed at small and mid-sized businesses. A verified holiday deals roundup published by janitorial-software provider Swept listed several Black Friday and Cyber Monday 2025 promotions. That included:
- QuickBooks offering 70% off for three months.
- FreshBooks offering 60% off for four months.
- Swept offering up to 40% off annual bundles.
- ADP promoting “six months free payroll” for companies that sign up by Cyber Monday.
These offers were explicitly positioned as Cyber Week incentives for business users, signaling how SaaS providers are anchoring customer acquisition to holiday-period promotions.
Amazon’s approach to B2B sales during the Cyber 5
Amazon is also encouraging B2B participation. Updated guidance in its Seller Education Center describes Black Friday and Cyber Monday as “major digital opportunities.” It instructs merchants — including those selling through Amazon Business — to use deal campaigns and targeted advertising to “connect with business customers” during the peak shopping period.
Industry data suggests this shift is becoming structural. In a November guidance brief for B2B sellers, commerce-technology provider commercetools reported that 30% of B2B companies now generate major revenue during Black Friday and Cyber Monday. It cited the rising use of dynamic pricing, digital procurement tools and loyalty programs. DHL’s Ciano said consumer and business purchasing expectations are increasingly aligned, with companies embracing hybrid ordering behaviors built around speed, visibility, and reliable delivery.
Even with uneven participation among traditional distributors, the results point to a clear trend. Black Friday is now a meaningful sales event for many B2B sellers, and Cyber Monday is evolving into its natural extension — especially for digital-first distributors, equipment suppliers and software companies targeting end-of-year budgets ahead of 2026.
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