Klarna, a global digital bank and flexible payments provider, announced a 45% year-over-year increase in Gross Merchandise Volume (GMV) in the US for the period of November 1 through Black Friday, November 28.
This growth was observed across various product categories, with footwear, technology, beauty, and home goods showing particular strength as consumers utilized Black Friday discounts.
Analysis of consumer trends during the Black Friday Weekend (November 28-30, 2025, compared to November 29-December 1, 2024) highlighted several key shifts in purchasing behavior. In footwear, Birkenstock emerged as the top adult shoe brand, moving significantly up the rankings from the previous year, with Timberland securing the second position.
The technology sector saw Apple AirPods 4 as the leading tech product in 2025. Gaming console sales were led by Sony’s new PS5 Slim and Pro models, followed by the Nintendo Switch 2. Additionally, iPads re-entered the top 10 tech products, marking a return after an absence in prior years.
In beauty, the luxury fragrance Baccarat Rouge 540 reached the number one spot. Sabrina Carpenter’s Sweet Tooth perfume was noted as the sole celebrity fragrance to secure a place within the Top 10. For home goods, the brand Ninja maintained a dominant presence, while mattresses climbed from sixth place in 2024 to second place in 2025.
Klarna operates as a digital bank and flexible payments provider globally, serving over 114 million active users and processing 3.4 million transactions daily. Its AI-powered payments and commerce network aims to provide smart payment solutions for consumers everywhere, allowing payments online, in-store, and via Apple Pay & Google Pay. More than 850,000 retailers, including Uber, H&M, Saks, Sephora, Macy’s, Ikea, Expedia Group, Nike, and Airbnb, leverage Klarna’s solutions. Klarna is listed on the New York Stock Exchange under the ticker KLAR.
