Global online retailers are approaching Black Friday and Cyber Monday 2025 with high expectations. However, a recent global survey from DHL eCommerce reveals that many shoppers remain cautious — trust in seasonal offers and prices is far from universal.

Trust in offers remains split

According to DHL’s 2025 report, 50% of global shoppers say they “completely or mostly trust” Black Friday and Cyber Monday deals. A further 34% say they “somewhat trust” retailer pricing and offers; 16% say they rarely or never trust them.

Discounts and savings drive much of the attraction: 71% of shoppers cite cost savings as their main motivation to participate.

That said, the fact just half of shoppers express high trust highlights a significant perception gap for retailers.

Generational and regional differences shape trust

Generational differences are pronounced. Younger consumers — particularly Generation Z — are more inclined to trust Black Friday pricing: 56% of Gen Z shoppers report trusting retailer offers, compared with 38% among Baby Boomers.

From a regional standpoint, participation and purchase intensity also vary. For example, among European shoppers, 33% say they buy more during Black Friday sales than at other times.

What this means for retailers

The mixed levels of trust present both a challenge and an opportunity for retailers. Since only half of shoppers feel confident about the offers, clarity and transparency in pricing and promotions are critical.

Customer reviews and social proof may carry increasing weight: across markets, many shoppers say that opinions shared on social media influence their buying decisions.

Retailers — including business‑to‑business (B2B) sellers — are already responding. According to the DHL report, 85% of B2B-focused sellers plan to run Black Friday promotions in 2025, pointing to the event’s growing importance even beyond consumer retail.

For many merchants the key to winning trust – and sales – may lie less in steep discounts and more in delivering clear, credible offers, reliable delivery, and a smooth shopping experience.