With the biggest shopping event of the year fast approaching, retailers who don’t start preparing now risk having subpar ecommerce operations and missing out on untold revenue. Ecommerce sales are expected to reach unprecedented heights in 2025 after hitting a record $10.8 billion on Black Friday last year—a 10.2% increase from the previous year.
Competition will be fiercer than ever and the brands that stand out won’t just be the ones offering the biggest discounts. To capitalize on the Black Friday surge, retailers must implement ecommerce strategies that not only attract customers but also create seamless, personalized shopping experiences that make them feel understood and valued. Two such strategies—product bundling and AI-driven personalization—have proven effective in driving conversions, increasing revenue, and building brand loyalty.
Bundling enables brands to present high-value offers while boosting average order value (AOV), while personalization ensures that shoppers receive relevant product recommendations, targeted promotions, and an intuitive experience that removes friction from the purchasing process. When these two ecommerce strategies work together, they don’t just drive conversions—they improve customer satisfaction and set the foundation for long-term relationships.
Why Black Friday 2025 Is Different
Black Friday is no longer a one-day event. The shopping period now extends across weeks, with early deals launching in November and post-Black Friday promotions stretching into December. In 2024, 57% of Black Friday-related searches occurred outside of the actual day, highlighting how consumers are researching, comparing, and waiting for the right deals before making a purchase.
Several key trends are shaping how retailers should approach Black Friday 2025. Mobile shopping continues to dominate, with smartphones driving the majority of ecommerce traffic (78%) and transactions (68%). A mobile-first approach is no longer optional—it’s essential.
Additionally, the customer journey has become increasingly complex, with shoppers moving fluidly between brand websites, social media, and marketplaces before making a buying decision. Having a consistent, seamless multichannel strategy is critical to successfully attract and convert shoppers.
Another major shift is the growing expectation for AI-powered personalization. Consumers no longer accept generic shopping experiences; they expect retailers to understand their shopping preferences, make relevant recommendations, and tailor promotions specifically to their interests.
For brands to succeed, Black Friday 2025 ecommerce strategies must be data-driven, highly personalized, and built around a seamless customer experience that spans multiple touchpoints. This is where product bundling and personalization can make a significant impact.
The Power of Product Bundling for Black Friday 2025
Product bundling has been a tried-and-true ecommerce tactic for years, but its impact is amplified during Black Friday. Bundles allow retailers to strategically group complementary products together, offering them at a perceived discount while increasing the overall purchase value. This approach simplifies the decision-making process for shoppers, encourages them to buy more, and helps retailers move both best-selling and slower-moving inventory.
Bundling works particularly well for Black Friday because it presents value in a way that resonates with deal-seeking consumers. When a product bundle is well-curated, it removes friction from the shopping experience. Instead of browsing endlessly for related items, shoppers are presented with a ready-made solution that aligns with their needs. For example, a beauty retailer might create a “Winter Skincare Essentials” bundle featuring a moisturizer, cleanser, facial oil, eye cream, and body lotion at a slightly reduced price compared to purchasing each item individually. In addition to driving AOV, this also encourages customers to discover and try additional products.
Retailers can maximize the effectiveness of bundling by using data to understand which products are frequently purchased together and offering tiered pricing structures to encourage larger purchases. Additionally, limited-time Black Friday bundles create urgency and exclusivity—further motivating shoppers to act quickly.
How Personalization Improves Black Friday Sales
While product bundling increases the value of each order, personalization ensures that the right offers reach the right customers at the right time. During Black Friday, shoppers are bombarded with endless promotions, and generic discounts often get lost in the noise. AI-driven personalization enables brands to cut through the clutter by curating a tailored experience for every shopper.
Ecommerce personalization strategies start with AI-powered search and dynamic merchandising. When shoppers land on a website, an intelligent search function can immediately guide them to relevant products based on their past browsing behavior, purchase history, or trending items within their preferred category.
AI can also optimize product recommendations in real time, ensuring that customers are presented with options they are most likely to engage with. A shopper who frequently browses outdoor gear, for example, might see a homepage that highlights Black Friday deals on hiking boots and insulated jackets instead of generic promotions.
Beyond on-site personalization, targeted marketing through email and SMS plays a crucial role in conversion optimization. Instead of sending broad, one-size-fits-all promotional emails, brands can leverage AI to craft hyper-personalized messages based on individual shopping habits. A customer who recently purchased a laptop might receive an exclusive Black Friday offer for accessories like a wireless mouse, laptop stand, or protective case. In addition to boosting conversions, this level of personalization also strengthens brand trust by making customers feel valued.
Another effective way to leverage personalization is through customized Black Friday discounts. Instead of offering a blanket 20% off sitewide, brands can use AI to analyze customer data and offer tailored discounts based on purchase history or engagement level. This allows retailers to maximize revenue while maintaining profitability.
How Product Bundling and Personalization Work Together
When product bundling and AI-driven personalization are combined, they create a powerful ecommerce strategy that maximizes revenue potential. Personalization ensures that customers see the most relevant product bundles, while bundling increases the overall value of each transaction. Instead of presenting every shopper with the same pre-made bundles, AI can dynamically adjust recommendations based on user behavior. A customer who has previously purchased skincare products might be shown a personalized skincare bundle with items tailored to their skin type, while another shopper browsing fitness equipment might see a curated “Home Workout Essentials” package.
AI can also personalize the way bundles are priced and promoted. For example, a retailer could offer a small incentive—such as free shipping or a slight discount—for customers who build their own bundles. This strategy allows shoppers to feel like they have control over their purchase while still increasing AOV. By analyzing real-time shopping behavior, AI can also suggest the most relevant add-ons at checkout, making personalized upsells feel less intrusive and more like helpful recommendations.
For brands looking to optimize their Black Friday ecommerce strategies, combining bundling and personalization isn’t just a nice-to-have—it’s a necessity. Together, these tactics create a seamless shopping experience that encourages higher spending, reduces friction in the buying process, and leads to long-term loyalty.
Winning Black Friday 2025 with Bundling and Personalization
Black Friday 2025 will be one of the most competitive shopping periods we’ve ever seen, but retailers who focus on value-driven product bundling and AI-powered personalization will have an edge over competitors. By presenting shoppers with curated product combinations, brands can increase AOV while simplifying purchasing decisions. At the same time, AI-driven personalization ensures that customers get relevant recommendations, dynamic pricing, and targeted promotions that resonate on an individual level.
As the holiday season approaches, now is the time to refine your strategy. Analyze your product data to identify opportunities for bundling and implement AI-driven personalization tools to ensure that shoppers receive a customized experience. With these ecommerce strategies in place, you’ll not only boost your Black Friday sales but also create a shopping experience that keeps customers coming back long after the holiday rush is over.
Want all the winning strategies for Black Friday ecommerce success? Start by getting Part 1 of our Black Friday 2025 Playbook.
